My Approach to Ensuring Marketing Data Integrity
You're looking at your analytics dashboard, and 80% of your traffic is labeled "Direct." You know this is wrong. Your team is running campaigns on LinkedIn, Reddit, and paid search, but you have no clear view of what's actually working. You're spending a budget but can't calculate the ROI, and you're being asked to make strategic decisions based on data you fundamentally don't trust.
This is a common failure point in marketing strategy.
Analytics fails at the "first mile": data entry. Companies often try to solve this with policy (e.g., "everyone please use the new spreadsheet"), but relying on human...