Data Integrity

Sales & Marketing Definitions Glossary

Data integrity is the characteristic of being honest about, and honestly understanding your data.

Marketers and business leaders must be truthful and honest about the data they have, or they will make poor decisions using the data. For example, measuring marketing channels based on conversions assumes that more conversions leads to more revenue, which is not inherently true.

Data Integrity is not the same as Data Quality.

 

Zachary Randall

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Zachary Randall

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