John Wanamaker, considered a pioneer in marketing back in the 1800s, once said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
A lot has changed since then, and data modeling and digital channels make attribution much easier. But marketing is still a cost to every business, and it doesn’t always deliver the results you hoped for.
Your CX testing lives or dies on the quality of your data. You can’t form valid, testable hypotheses using questionable data. And you can’t trust the outcomes of your tests if you don’t know you’re looking at accurate metrics.
That’s why you need to build your testing program around a Single Source of Truth (SSOT) dataset. If you can’t, even the simplest A/B test will lack value. This article explores why establishing an SSOT is so important and shares some of the field-tested best practices we’ve developed for doing that here at Kameleoon.