Enquire Now
Blogs Article Why is data quality important

Why is data quality important

Sue Redman May 31st, 2023 Article
Why is data quality important

Why is data quality important in every department?

Data quality is a topic that is often discussed in the business world and for good reason.

Accurate and reliable data is crucial for making informed decisions, improving efficiency, and providing a positive customer experience. However, when we talk about the importance of data quality, we often focus on its overall significance without diving into specific sectors or departments. In this blog post, we will explore why data quality is important in different departments and how it impacts their operations.


Marketing department:

Every year, 25-30% of data becomes inaccurate leading to less effective marketing campaigns (MarketingSherpa)


In the marketing department, data quality plays a pivotal role in driving successful campaigns and targeting the right audience. By ensuring accurate customer information, marketers can create personalised and targeted messaging that resonates with their desired audience.

Reliable data allows for effective segmentation, identifying the right customer segments and tailoring marketing strategies accordingly. With accurate data, marketers can measure campaign performance, track customer interactions, and make data-driven decisions to optimise future marketing efforts.

Sales department:

Sales and marketing departments lose approximately 550 hours and as much as $32,000 per sales rep from using bad data (DiscoverOrg)


For the sales department, data quality is essential for maintaining a strong sales pipeline and maximising revenue. Accurate and up-to-date customer information helps sales representatives identify potential leads, understand customer preferences, and tailor their sales approach.

Clean data eliminates duplication and ensures that the sales team focuses their efforts on promising opportunities, rather than cold leads. Additionally, reliable data enables accurate sales forecasting and analysis, providing insights into customer buying patterns and trends.

Customer service department:

72% of customers will only engage with personalised messaging


Data quality is vital in the customer service department as it directly impacts customer satisfaction and loyalty. Having accurate customer information allows service representatives to provide personalised and efficient support.

When agents have access to complete and reliable data, they can understand customer history, preferences, and past interactions, enabling them to deliver a superior customer experience. Inaccurate or incomplete data can lead to frustration, inefficiencies, and negative customer perceptions, ultimately impacting customer retention.

Operations department:

On average, it costs about $1 to prevent a duplicate, $10 to correct a duplicate, and $100 to store a duplicate if left untreated (SiriusDecisions)


The operations department relies on data to streamline processes, improve efficiency, and optimise resource allocation. Accurate data helps in inventory management, supply chain optimisation, and demand forecasting.

With reliable data, operations managers can make data-driven decisions, identify roadblocks, and implement process improvements. Clean data also enables effective performance tracking and monitoring, allowing the department to identify areas for improvement and measure the impact of process changes.

Human resources department:

Employees waste up to 50% of their time dealing with mundane data quality tasks (MITSloan)


Data quality is crucial in the human resources (HR) department for various reasons. Accurate employee data ensures smooth payroll processing, benefits administration, and compliance with regulatory requirements such as GDPR.

Reliable data allows HR professionals to track employee performance, manage training and development programs, and identify skill gaps within the organisation. Furthermore, clean data supports strategic workforce planning, enabling HR departments to make informed decisions about talent acquisition, retention, and succession planning.

Finance Department:

£183m is the highest fine so far issued by the ICO for breaching the GDPR. (The ICO)


Data quality holds great importance in the finance department as it directly influences financial analysis and decision-making. Just like accurate customer information drives successful marketing campaigns, precise financial data enables finance professionals to assess the company’s financial health accurately.

Alongside this, reliable financial data provides transparent reporting and prevents the risk of regulatory fines, which the finance department definitely do not like!

In summary

In conclusion, data quality is of utmost importance in every department of an organisation. From marketing and sales to customer service, operations, and human resources, accurate and reliable data enables better decision-making, enhances operational efficiency, and improves customer satisfaction. By recognising the specific needs of each department and investing in data quality management, businesses can unlock the full potential of their data and gain a competitive advantage in today’s data-driven world.


If you’re concerned about the quality of your Customer Data, book a DQ Discovery Call with us today