Why is data quality important?

Why is data quality important?

Data quality is a term used to describe how well your data serves the purpose it is intended for. For example, a customer database might be used by businesses to send regular email communications, or direct mail campaigns to contacts. This process might even involve additional activities, such as data segmentation,  to tailor specific communications to specific customer categories.

But what if this data contained inaccuracies or inconsistencies?

If there are issues with data, then it cannot serve its intended purpose, putting a halt to the business activities that require it. Data quality is therefore integral to any successful business model.

So let’s understand how to look out for the most common data quality issues, and more importantly, how to overcome them.

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