A marketing manager plans to measure the effectiveness of a promotional campaign by combining social media interaction metrics, online sales records, and demographic data. Which approach best addresses gathering and verifying the data that is required to support this analysis?
Limiting the data range to the early stages of the campaign to accelerate results
Comparing historical campaign outcomes from a broad selection of internal sources to locate patterns in engagement data
Selecting the largest accessible data set first and building the analysis around the fields found there
Verifying each data source with stakeholders, confirming data field definitions align with the campaign objectives, and outlining the key variables required
Confirming data sources with stakeholders and defining each field in alignment with the specific goals reduces guesswork and errors. This strategy ensures the data set is complete for measuring the impact of the campaign. Approaches that rely on internal historical data alone, selecting the largest data set without stakeholder input, or restricting the scope too early can omit important variables or overlook inconsistencies, leading to an incomplete analysis.
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