5 Tools for When Data Is Like Comparing Apples to Oranges
Are you obsessed with data? Are you getting all you need out of your reports? With reports on customer data from social media, email, buying reports, inquiries on the website, and data purchased from third parties … are you sure your data is clean?
Or are you really comparing apples to oranges?
Is your data, perhaps, as good as it is going to be at any point in time?
There are a few theories on this, and a lot of how your company looks at data is going to reflect on the leader with the final say.
- Cowboy: Rides roughshod over data, decides “close enough” is fine for making predictions that will impact the bottom line across several products and brands. Decides predictions are really guesses no matter what data is available.
- Hoarder: Obsessed with data, will only release information based on anything that can be checked-and-double-checked. Offers very small data sets that don’t reflect all audiences.
- Debater: Wishes to present five-or-six possible stories the data will provide, is very willing to let advocates for any point of view fight it out, and the best argument wins.
None of these approaches will actually reflect what your customers want, need, or even who your customers are.
One way to get to an agreement — an apples-to-apples comparison — is using a Data Exchange system. It takes data structured in one way and transforms into data structured another way. That way your target data (what you end up with ) is an accurate representation of the source data (what you started with).