The Diverse Effects of Bad Data
Why is master data management and employment of data quality software so important? Why do people keep harping on about merge purge software and dedupe software?
Ever been on a train on which the information indicator keeps telling you it is approaching the station you’ve just left? The data is running but it’s out of sync and behind the times. On the train, first it’s amusing, then it becomes irritating and finally you start to think of other little annoyances.
You might then turn to your neighbour and say, “Can’t this train company get anything right?” It’s gone down in your estimation and you’re letting people know. They’ll look up at the indicator board and probably agree with you.
For foreign visitors the journey could get very confusing and even scary. They don’t know when to get off the train. The effect of just slightly incorrect information can have a different effect on different people, and for some it can be really significant.
The Effect on Business Intelligence
OK, you’re not a train company. But if your data is a little out of date or slightly inaccurate when it is turned into information for the decision makers, how can they be expected to make good strategic or operational decisions about the business journey? And who will they blame when things go wrong?
The Effect on Marketing Campaigns
And what if the contact data hasn’t been treated with data cleansing solutions to verify addresses and remove duplicate records before it’s to be used by the marketing department? If that’s not recognised in time, lots of resources will be wasted on campaigns that won’t get the desired response. If it is, a lot of time and money will be wasted on putting it right and the campaign timing will be shot.
I don’t really have to tell you. You know that’s why master data management and data quality software is important.