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Data Quality. Data Quality Agenda. Definition Why important to CRM? Data Quality Dimensions Data Quality Detection Solutions Example. Definition. "Data fit for use by data consumers" Wang and Strong, 1996 "Data fit for the purpose for which it is intended" Ponniah , 2010
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Data Quality Agenda • Definition • Why important to CRM? • Data Quality Dimensions • Data Quality Detection • Solutions • Example
Definition • "Data fit for use by data consumers" • Wang and Strong, 1996 • "Data fit for the purpose for which it is intended" • Ponniah, 2010 • "A perception or an assessment of data's fitness to serve its purpose in a given context" • http://searchdatamanagement.techtarget.com/definition/data-quality
Why Important to CRM? • Better segmenting of customers/constituents • More accurate customer/constituent profiles • Better analysis/projections of revenue/donations • Better ability to reach customers/constituents
Common Aspects of Data Quality • Accuracy • Completeness • Relevancy • Consistency • Reliability • Timeliness • Accessibility • Auditability
Data Quality Detection • Users • Customers/Clients • Monitoring trends over time • Reporting/Profiling data
Solutions for Achieving Quality Data • Training • Ownership • Data cleansing • Manual • Automated • De-duplication/Consolidation • Point-of-capture AND database validation • Enforce standard formats • Enforce mandatory values • Validate allowable values • Enforce referential integrity