Accurate Data vs Actionable Data


JESSICA COMBS

CONSULTANT

I saw this post on LinkedIn, and it got me thinking. Why does everyone fixate on data accuracy?

Everyone wants accurate data to make decisions, but the reality of today’s privacy laws means we are constantly doing more with less.

So, instead of focusing on accuracy, let’s focus on action.

Can you see trends or patterns in your reports that lead to an obvious action?

Or is your report a jumbled mess of numbers with no rhyme or reason?

If it’s the latter, that may be why you’re laser-focused on accuracy…

but you’re missing the forest for the trees (pardon the cliche).

Take a step back and focus on the strategy.

Here’s an easy mind shift to implement:

Ask results and how questions.

That’s it.

What result are you trying to measure? How do users arrive at that result?


These simple questions unlock the power of your data and fuel insight into the customer journey.

Are you Team Accuracy or Team Action?

PS--

I’m not saying data shouldn’t be accurate--but in the world of website analytics, accuracy is a losing battle when there’s more truth in the data trends than the discrete numbers.

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Jessica Combs Analytics

Jessica Combs Analytics was founded from a unique blend of expertise in sales, marketing, and data analytics, supported by a physics degree and over 15 years in the business sector. My career began with managing a physics product line for the U.S. division of a German company, where I focused on driving sales and market expansion. I then spent 8 years as a financial analyst for a consulting firm, gaining a strong foundation in data-driven decision-making. In recent years, I have pivoted into digital marketing and performance analytics, a field where my sales, marketing, and analytical skills could converge to create a real impact. I have spent the last five years honing my expertise in performance marketing for a growing professional services firm. In 2023, I launched Jessica Combs Analytics to equip B2B companies with measurement marketing strategies. My goal is to help service-based B2B businesses harness the power of data, enabling confident marketing decisions that drive sustainable growth.

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