How Data Integrity Saves Your Business Thousands of Dollars

Businesses are using Google Analytics to track and record website performance data more than any other analytics tracking program. Not only are businesses using it more than any other program, but year after year Google Analytics is growing in market dominance. With nearly 65% of Fortune 500 companies adopting Google Analytics and Google Tag Manger[1] it is clearly the powerhouse for web analysis. According to a report from KissMetircs[2], the majority of Google Analytics installations are incomplete or not setup correctly.
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Poor data Integrity is costing U.S. businesses billions of dollars a year.
The Data Warehousing Institute (TDWI) estimates that poor quality customer data costs U.S. businesses a staggering $611 billion a year…  [3]
According to a survey from ISAS (May 2016). [4It isn’t just small and medium sized business who may not have a dedicated Data Integrity process but it is a problem that affects even large businesses. A recent release of bad data news announced from the Wall Street Journal story, the impact of poor data integrity at Facebook on the advertisers meant thousands of paying customers were not getting accurate information regarding the impact of their advertising. Those companies were making businesses decisions for over a year based on statistical analysis built from data that is inaccurate, incomplete, and filled with errors.

A lack of DATA Integrity can result in many costly mistakes:
  • Increasing advertising budgets to channels and mediums where the conversion rates are incorrectly indicating high performance results.
  • Decreasing advertising budgets to channels and mediums where the conversion rates are incorrectly indicating poor results.
  • Changing content and navigation on the website based on incorrect, incomplete, or data that is missing key elements from user results and user engagement.
  • Financial impacts, such as increased operating costs, decreased revenues, missed opportunities, reduction or delays in cash flow, or increased penalties, fines, or other charges.[5]
  • Confidence and Satisfaction-based impacts, such as customer, employee, or supplier satisfaction, as well as decreased organizational trust, low confidence in forecasting, inconsistent operational and management reporting, and delayed or improper decisions.[5]
  • Productivity impacts such as increased workloads, decreased throughput, increased processing time, or decreased end-product quality.[5]
  • Risk and Compliance impacts associated with credit assessment, investment risks, competitive risk, capital investment and/or development, fraud, and leakage, and compliance with government regulations, industry expectations, or self-imposed policies (such as privacy policies).[5]
In my experience I understand it takes a combined effort of an experienced Google Analytics integration professional, plus the key stakeholders of the business, and a website development team to ensure the data integrity is intact. In today’s always online business the change in technology, methodology, and needs of the business and its customers are a constant. In my role as senior data science and analytics management I’ve developed the necessary methods to accurately complete the installation of Google Analytics, Google Tag Manager, Search Console, and more. If my client already has installed any or all of these, the process works to identify where data integrity is valuable and where it is at risk. Find out if the data your Google Analytics account is capturing is providing your business with accurate business intelligence.

  1. Data Integrity Scorecard: A 21-point checkup of the client’s Google Analytics data. The Score ranges from 1 to 100 with 100 being perfect. Any score below 50 we cannot, nor should the client use the GA data for reports, tracking, performance, budgets, etc.
  2. Site Tracking Assessment Guide (STAG): This is a comprehensive review of the client’s web property where we identify and document all of the tracking opportunities for developing goals, funnels, custom dimensions and metrics, custom reports, key demographic segments. and the initial design for a custom attribution model.


[1] Google Analytics and Google Tag Manager Dominate Fortune 500

[2] Common Google Analytics Data Errors

[3] Data Quality and The Bottom Line

[4] Business Impact from Bad Data

[5] Knowledge Integrity Inc. Report

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