Few things can be as jarring for marketers as losing trust in your metrics. There are many sources of marketers’ trust issues with their data, but the one I hear cited more than any other is conflicting or competing data sources. Perhaps the numbers are emerging from two different reporting systems or third-party publishers, or maybe it’s a case of misattributed engagement, but all too often marketers slap down side-by-sides that simply don’t add up. When 60% of customers are coming from one channel, and the remaining 50% from another, then what? Anxiety, distress, distrust—and the cycle continues.