Data Quality for Senior Management
In recent years, the proliferation of data acquisition resulting from deployments of enterprise systems, new channels of acquiring data, regulatory compliance and new corporate initiatives, such as, one-to-one marketing have created a abundance of data. An organisation’s challenge to integrate data has been served well through data warehousing technologies and customer relationship management (or enterprise resource planning) systems. However, a requirement for improving data quality to get the best out of this corporate asset exists. Having that vital customer information in a single data view can deliver a competitive edge. Whether you are acquiring new customers or building relationships with existing ones, a comprehensive data quality initiative will yield tangible benefits.
Spending huge sums of money on enterprise applications and not giving time or money to data quality project undermines the initiative. At the end of the day, it’s the data that gives your organisation the precision to maximise sales, customer satisfaction and profits. The applications enable the corporate processes and the data lets you understand customers and prospects.
For effective management, data quality needs to be measured. Measurement allows defective processes to be resolved and creates an environment of continual improvement. |
