95% of marketers are confident.
Their data isn't.
A strategy-grade white paper on how marketing data quality silently distorts measurement accuracy, ROI confidence, and budget allocation — and the operating model that fixes it.
A complete operating framework, not a think-piece
The white paper traces the problem from raw signal to budget decision — then hands you the diagnostics, scorecards, and roadmap to fix it.
The measurement accuracy chain
Why a defect at capture is multiplied by the model and amplified by the decision — raw signals → meaning → model → decision.
The seven defect types
Completeness, semantics, validity, uniqueness, latency, media quality, and causal integrity — and how each biases each method.
Defect × method severity map
A heat-map of how each defect distorts MMM, MTA, lift testing, retail media, and executive dashboards.
Measurement Readiness Scorecard
Six dimensions and a 0–4 confidence ladder (Unknown → Certified) that gate every material budget decision.
90-day roadmap & operating model
Diagnose → standardize → automate → embed, with named owners and controls that make data trust standing infrastructure.
The dual-model norm
Why single-source attribution is dead, and how to triangulate MMM, MTA, incrementality, and clean rooms on calibrated inputs.
Turn measurement debate into evidence
- Why even sophisticated models fail on flawed inputs — and what the academic field experiments actually prove.
- How to quantify revenue-at-risk from data defects in language a CFO accepts.
- A scorecard to decide whether data is reliable enough for the decision in front of you.
- The governance roles and 90-day plan to operationalize data trust without re-platforming.