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If your think your data quality is bad, don’t worry, you are not alone! Websites across the board are all struggling with their data quality – including well known brands from all industry verticals, transactional, lead generation and info/educational sites.

Brian Clifton studied in detail 75 enterprise websites that were using Google Analytics. By assessing over 100 unit tests, the study was the first to visualise global data quality in detail. The results reveal some eye watering insights and lessons that can be learned. That is, verifying you are basing decisions on good data, really can put you ahead of your competition…!

Try the quick four question test to guess some of the data quality metrics the studied revealed. For motivation… after the last question download Chapter 4, “Assessing Your Data Quality” from the best selling book on Google Analytics: Successful Analytics. All for free and no sign up required.

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