Failed

Situiation

• Marketing analytis system

• CA channel works best

• Spending in different campaigns

• Allocate budget

Mistake

• Rushed through data validation

• eager to get the analysis

• duplicate records - inflated numbers

• FB ads - $30 cost per acq - $60

• Double FB cut Google ads

• misallocated budget

Step 1

• went straight to my manager and marketing team

• admitted, explained, outlined my fix plan

• trust me again

• had to be transparent

Step 2

• next week rebuilding everything

• 4-step validation system - automated script

• record counts and date ranges

• statistical checks for outliers

• validating totals against source system

• logic check

Reluanched

• Insights different

• Google most efficient

• Made decisions

• Earn back their trust

Taught me

• Balance speed and quality

• Extra hour on validation save days