[Survey] Do you TRUST your analytics data?
The question of data trust (i.e. data quality) is what I view as the biggest issue facing the digital analytics industry at present. Why? Because it is so easy to collect junk data online. And businesses will not act on data unless they can trust its quality. The result is data paralysis – no one wants to dig deep in to the data for fear of what will be uncovered…
Is data trust an issue for you? Take the 1 min trust survey…
Please add to this research by quantifying your level of trust in your data by providing five values of trust in the survey below. The tool you use to collect/report on your data is irrelevant. After submitting, you will see the results so far, and when enough results are collected I will conduct the analysis and present the findings in a follow-up post.
The focus here is on data owners and data users. If you are an analytics consultant, please *do not* submit this survey… it would skew the results!
Trust is a subjective question. That is, there is no black and white answer – rather shades of grey. Therefore for the following five areas of your website, please grade your level of trust in your collected data (regardless of tool used).