Data Quality Management: the What, Why and How

Companies are increasingly relying on data to help them make informed business decisions, and there’s definitely no shortage of it. But it’s no longer enough just to be in possession of data, we need to ensure it meets a certain standard. 

That’s where data quality management comes in. In this article we’ll cover everything you need to know about data management, including what it is, how to use it to your advantage, and why it’s important. 

Understanding data quality

When discussing data quality management, it’s important to first define what we mean by data quality. High quality data can be defined as data that is fit for purpose. That is, it reaches the standard required to be able to support the outcome it’s being used for.  

There is no single factor that determines the quality of data. Instead, it’s often measured against a variety of factors. The metrics used to assess data quality typically include: 

  • Accuracy 
  • Completeness 
  • Consistency 
  • Conformity 
  • Timeliness
  • Relevance 
  • Uniqueness

Low quality data can affect business decisions, and ultimately result in a low ROI. That’s why it’s important that data is assessed against these metrics, and only used if it meets a certain level.

Data quality management

Data quality management is essential to business and marketing success. It’s important to stay on top of your data with the right techniques to keep databases in a good condition, for maximum return. 

Here’s an overview of data quality management methods to help you improve your data quality.

1. Data cleansing

Within just one year, around 30% of your data becomes invalid. As a result, datasets that include irrelevant information will bring the quality of your dataset down. And, if you’re using this data to run promotions, campaigns, or inform communications, it’s not going to pack much of a punch if a third of it is outdated.

Data quality issues can arise as a result of  several factors. From human error, incorrect formatting, data duplication, and more. Your contacts might also change their personal details, such as their home address, phone number, or email address.

But, with REaD cleanse, you can ensure your data is clean and accurate. Not only will this lead to sensible business decisions, but will increase your ROI too. 

How does data cleansing work?

REaD cleanse uses a variety of advanced technology and software to ensure that your data is accurate, complete, consistent, and valuable. These include: 

Gone Away SuppressionThis software has an unmatched ability to identify those who have relocated, so you can make sure  your marketing efforts are actually reaching who they’re intended for. 

GAS Reactive –  Is updated and validated monthly using multiple trusted sources – including local authority data, two credit reference agencies, mover and transactional data, electoral roll and our own, bespoke database – providing the most up-to-date view of gone-away and movers available for UK consumers.

Deceased Suppression (The Bereavement Register)Not only does this ensure that your data is accurate by eliminating anyone that has passed away, it also reduces your risk of reputational and brand damage. 

Data cleansing goes a long way to improve the accuracy and relevance of your data, which in turn contributes to the quality of it. 

2. Data Enrichment

Another way of managing the standard of your data is through data enrichment. REaD Enhance provides you with the tools to ensure that your data is meaningful, and holds valuable information about your customers. 

Our data quality management service will help you maximise the value of your data by increasing its completeness and relevance. Both of which contribute to its quality. 

REaD Enhance uses a variety of methods to do this, including: 

Data enhancement – This comprises demographic and lifestyle behaviours in order to build a more comprehensive, 360-view of your customers. This means you gain a deeper understanding of your customer that goes beyond the basics of age, gender, and location. It provides you with a set of predictive and descriptive attributes, designed to increase the success of your marketing efforts. 

REaD Enhance Geo – This software takes a range of data points and compares them against locations, allowing you to make targeted ads and marketing campaigns. 

REaD Enhance Property – This assesses data points such as; property type, number of bedrooms, and the energy efficiency of a home, in order to inform promotions and advertising. 

REaD Enhance Postcode Indicator – A postcode level product containing all PAF valid residential postcodes, with indicators across over 300 variables. This data supports location analysis, marketing strategies, targeting and product development.

Data enrichment strives to combine data sets in order to improve the completeness and quality of it. It’s a valuable data quality management tool that shouldn’t be overlooked. 

3. Online data management

Another way that businesses are managing their data quality is through online data management platforms (DMPs), such as REaD Online

Online data management systems are designed to make data quality management easy. At REaD, we offer a self-serving platform that lets you audit your data quality – the easy way. 

Simply upload your data and identify duplicates, goneaways, deceased individuals and other invalid data entries. This helps you keep your data clean, as well as manage data from a range of different sources.

Online data management systems can also clean your data through the following methods:

  • Address screening
  • Mail suppression
  • Telephone numbers
  • Data collating

4. Data segmentation

Data quality doesn’t just relate to how accurate your data is, it’s also about how organised your data is. 

In order to fulfil its intended purpose, your data must be clear, organised and relevant to your marketing goals. Data segmentation is just one way that businesses can maximise the value of their data. 

This involves segmenting your customer data into relevant subsections, with categories based on shared characteristics; such as age, gender or buying behaviour for example. Not only does this help keep your data more organised, it makes your data more targeted and focused. 

By segmenting customer groups, businesses can tailor their communications accordingly and encourage stronger engagement from contacts.

Not sure where to start? Explore our data segmentation services.

Final thoughts

Data quality management is an ongoing process. Data comes from all directions, and it’s important for businesses to manage new data as more of it is acquired. As technology and data platforms become more advanced, there is a need to ensure data is high quality, consistent, correctly formatted and above all else – purposeful to your business goals.  

Data quality services

At REaD Group, we offer a wide range of data quality services to help you manage your data in the best way possible. From data cleaning services, enhancement, an online data management platform and more.

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