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DQ Blog Data Quality We Hate Data Quality Because…

We Hate Data Quality Because…

Martin Doyle September 1st, 2011 Data Quality
  • It’s hard to do
  • It’s too big a task
  • You can’t trust it
  • And its information quality we want!

These are just some of the reasons why organisations are reluctant to take control of data quality.

What you don’t see can’t hurt you. Wrong!

You can’t see it – but you suffer from the impact.

Other reasons for not managing data quality include the fact that it’s hard to see; hence what you can’t see is hard to measure and what you can’t measure you don’t manage.

Therefore no one sees the value of fixing it and, worse still, everyone believes someone else is responsible for it.

Whatever the reason, the fact remains that data quality is the lifeblood of any business and its quality has a direct affect on the bottom line, making it a corporate asset and executive responsibility.

Are the shareholders being short-changed?

You may not have thought about it in this way; however, not dealing with data-related waste, you’re effectively stealing from your shareholders! For example, Marketing Direct magazine research indicates that direct marketers waste £195m in postage costs by sending incorrectly addressed international mail. This is unnecessary and totally preventable.

Ironically, the database and its content is really a board level responsibility. Make all members of the organisation aware of its importance as an intangible asset and treat it as such.

Unfortunately, data quality is so often seen as the poisoned chalice or a thankless task that no one wants to take responsibility for. Many organisations make IT responsible for database container, and other areas – marketing, finance, sales, etc. – take ownership (or perhaps not) of the database content. Data quality easily falls through the gaps created.

Data, and its resulting information quality, is undoubtedly one of the cornerstones of industry and the foundation upon which information, then knowledge, then wisdom is derived. If the foundation is flawed, very bad decisions are often made with a high level of certainty.


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.