June 20, 2007

Capture Rate

You work for a retailer. You are able match fifty percent of all customer transactions to a name and address, storing the combination in your customer warehouse, all tied to website and catalog behavior.

Good job!

Now, how do you adjust your research for the fact that you are only able to link half of your sales to a name and address?

How does this influence your findings? What kind of adjustments do you make? Do you bother to share your insights with others? Do you have to defend yourself every time somebody takes umbrage with your lack of data quality?

I spent eleven years dealing with these challenges. While I'm traveling, I'm hoping you can start a conversation about how you deal with "capture rate".