There’s an elephant in your room, and it’s leaving muddy tracks all over your tracking studies. The elephant is the distressing collapse of demographically representative sample. You’re not reaching enough young people and minorities, so you have to weight tracking data heavily and cross your fingers it reflects consumer reality. But you know deep down that it doesn’t. You’re losing any valid continuity between your new trackers and the historical data you used to get back when hard-to-reach groups could still be reached online. Now, instead of taking action, you’re hoping these discrepancies with reality won’t matter.
Here are the best guesses as to why you, as a data expert, are willing to tolerate what you know to be false:
- The standard way of doing things is hard for any organization to dislodge or disrupt, until it’s too late.
- You feel affection for the elephant. For many years it carried a lot of water for you – you tracked tons of very good data and provided your clients with real insights that led to strong decision-making. You can’t shoot an old friend, can you?
- The bigger the elephant, the bigger the headache if you decide to shoot and bury it. That is, if you change your tracking methodology to include representative true-mobile sample, a crack inevitably opens between the newer, demographically comprehensive data, and the flawed historic data that precedes it. Who needs another headache? You decide it’s better to keep feeding the elephant than explain to displeased executives why your pachyderm data fails to reflect actual consumer behavior.
Here’s the hard reality: if you keep feeding the elephant, it will end up eating you. If you tolerate inaccurate tracking data, sooner or later your trackers will be so unreliable that they’ll collapse. Your clients or bosses will see the elephant you’d tried to hide. They’ll ask why you tolerated this beast and the damage it did to the data and insights you were feeding them.
But it’s never too late to get rid of the illusionary data in your tracking studies. And we can show you how to do that without the misery of a sudden disruption between your historic online tracking and your new mobile data. To find out how to integrate mobile data with existing online trackers, just click here. You won’t have to move mountains – or even dislodge an elephant. You’ll just have accurate data.