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DQ Blog Data Quality Success Comes from Better Data, Not Better Analysis

Success Comes from Better Data, Not Better Analysis

Martin Doyle March 27th, 2012 Data Quality, Master Data Management

Would you put toxic fuel in your car and still expect it to take you wherever you want to go? It won’t happen, will it? Toxic data is the same; a business running on toxic data simply can’t perform.

So why keep on putting toxic data into the analysis engines and expect world beating results? It’s not difficult to clean data before you use it. All you need are the right tools – a one off investment that could make all the difference.

A Horticultural Example

In the last month I have received the same direct mailing from a flower selling business four times. One of them was addressed not to me, but to someone who sent me flowers as a gift and lives miles away. Stationery, printing and postage costs are not cheap these days. The direct mail item delivered to my address cost the company four times more than it should have. This could easily have been prevented by using data quality software to dedupe records and clean data.

What’s the Damage?

This might seem like a minor thing, but if it has happened once, it has probably happened again and again. The company could be wasting hundreds of pounds each time they send out one mailing, just because they are not using data cleansing solutions such as address verification software and fuzzy matching software.

Will I use them again? Possibly, but only if their products are superior to, and cheaper than, those of their competitors. Their marketing efforts have had the opposite effect to the one they hoped for, because I don’t have much respect for the business. I laugh about it with my friends, so they all know about it too.

Their customer database is clearly a mess and much larger than it should be, so the decision-makers are not going to have an accurate idea of how the business is faring. The bookkeepers are probably having a difficult time reconciling the figures as well. Without the healing benefit of data scrubbing, the poison from toxic data spreads all around the organisation.



Written by Martin Doyle

Martin is CEO and founder of DQ Global, a Data Quality Software company based in the UK. With an engineering background, Martin previously ran a CRM Software business. He has gained a wealth of knowledge and experience over the years and has established himself as a Data Quality Improvement Evangelist and an industry expert.