High data quality enables aggregation

The biggest feature you get with high data quality is aggregation.

The best measure of data quality is the ability to analyze customers at scale.

When you have consistency in your data, you can compare large amounts of data from different customers.

This allows you to compare their customer journeys.

Comparing customer journeys opens up a lot of avenues, for example:

• You can see what converting customers are doing
• You can see what hurdles your non-converting customers are stumbling on.
• You can follow how the customer usage of your site changes over time.

In the end, following customer journeys at scale leads to the true purpose of analytics.

Understanding your customer better.

– Samy