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.
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New!
HBR Learning
Marketing Essentials Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.