Of course, more data in marketing is a good thing, right? The transparency it delivers will help you determine what is, and what is not, effective? Maybe but not always.
A decade ago, I advised my then client to implement tagging across all of his digital marketing. His response shocked me: “We won’t be doing that!” In answer to my incredulous “Why not?”, he said: “It’ll reveal a load of new stuff that’ll need fixing and that’ll create extra work for us.”
