As marketers, we live and breath data. We all want to believe the data we use is accurate, but I think we can all readily admit that it might not be as accurate as we would like. It seems like data discrepancies are now just a part of our lives.
Inaccurate data does two things: it causes us to doubt the results and it creates an aversion to rely on it to do our jobs. Most companies will accept a 10% discrepancy in data. In other words, if two disparate systems track the same data and are within 10% of each other, the data is accurate enough. Unfortunately, we aren’t always able to get to a 10% discrepancy. Read more