• by David Goetzl  @dgoetzl, June 20, 2013

At the MediaPost Brand Marketers Summit, Chris Knoch, a vice president at IgnitionOne, marveled at how marketers have relied on sample data in the offline world for years, but in order to trust the attribution in the online world executives want something akin to an accounting statement.

“That’s always been a very frustrating thing,” Knoch said.

Is data ever going to be that accurate such that it makes sense to wait and lose business opportunities with marketing mix models and other moves?

He advises clients to be comfortable with better data and not hold out for perfect data.