Who do I believe when it comes to my data?

While adtech and martech providers may tell you otherwise, unfortunately, there isn’t a single source of truth when it comes to data. It is entirely contingent on the user, the business function they are in and the success metrics they are reporting towards.
For example, an FMCG brand manager with a new product in-market would want to see a lift in awareness and consideration to purchase. This may be reflected in reports for paid media, consumer surveys or research. However, what this data