Lots of marketers are concerned about data quality but they aren’t sure where to focus their efforts
Data quality is critically important to a high-functioning marketing team. Fortunately, with modern digital channels it’s pretty easy to get accurate historical data either via API access or via a data-pipeline-as-a-service vendor.
The tricky places where marketers should focus their attention are on “traditional” offline marketing channels and on non-standard channels like podcast and influencers.
For “traditional” channels you should hold your agencies accountable to delivering accurate and granular data on a regular cadence. You should make sure your partner agencies can do this!
For podcasts and influencers it’s critically important to be able to track accurate spend and activity data historically so you want to make sure your agencies / vendors / internal teams are tracking this data diligently so you can use it down the road.