Data Integrity – What Data Are You Using?

Prior to any analysis, there always has to be good, solid data.  This is something that analysts often take for granted or overlook when looking at any data set.  Before any CEO, directors, or analysts draw any conclusions and actionable insights, they must first understand their [raw] data and familiarize themselves with it.

How is your data collected?
Every system tracks data differently.  In web analytics, one website can have two different data when tracked by two different tracking systems.
How long is a session?  How are bounce rates calculated?  Are conversions based on first click or last click?
There are numerous ways that these and many other basic metrics can be counted.  Compound that with additional ratio metics [x per y] and you have just about a countably infinite permutation of metrics to keep track.

The good news is that there is no one “right” way to track data.  You do need to know what and how the data is collected.  Once you know exactly what kind of data your analytics are tracking, you’ll be able to make better informed decisions to drive your business forward.

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