05 Apr '13, 7am

How to Kill Self-Reported Data

Self-reported data is collected when a website/company asks a user any iteration of "How did you hear about us?" While self-reported data is leaps and bounds better than no-reported data, companies must always strive to create a much more accurate picture of the channels and campaigns that are creating engagement and revenue. The Problem With Self-Reported Data Self-reported data is frequently subjected to a spectrum of limitations that can ultimately result in a skewed data set that is ignored by the savvy and consumed by the mislead. The following is likely to erode the reliability of even the best-intentioned data surveys. 1. People Bend Reality Mary McCarthy coined the famous expression "We are the hero of our own story." People tend to view themselves through the lens of the protagonist, and are inclined to spit out whatever fits this predisposed view, regardless of t...

Full article: http://searchenginewatch.com/article/2259395/How-to-Kill-...

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