“ERRORS USING INADEQUATE DATA ARE MUCH LESS THAN THOSE USING NO DATA AT ALL.” (CHARLES BABBAGE)


We have been operating in the world of MMM modelling for the last 10 years and we never encountered “perfect and complete data”.

Each organisation will have its own flaws when it comes to the quality of the data collected. Does this mean the company should not start on Data Analytics?

Certainly not! Companies should move forward with the inadequate or imperfect data they have and strive to improve its quality over time.

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