The Roadblock of Poor Data Quality

If you want to build a data function in a business to generate valuable insights, you must invest time into making sure the foundations are solid, this means no data quality issues. One of the less sexy topics around data is data quality. In the media, we’re constantly hearing of the advances in machine learning and the benefits of incorporating AI, but not enough attention is given to ensuring the data needed to build the shiny things is up to scratch. We all know – garbage in, garbage out.

The key thing to remember is that you’re working with data and analytics to make better business decisions. If you have poor data quality, your insights are going to be inaccurate, and inaccurate insights lead to poor decision-making – simple as that

Every area of the business can be affected by poor data quality. Aside from making providing insights of no value, here are a few things to bear in mind when considering data quality.

Customer Relations

In the modern age of data and technology, customers are accustomed to businesses understanding them well enough to offer personalized experiences. If you’re working with data that is gives your business a false image of the customer, this will be reflected in the customer’s perception of you. Imagine being a loyal customer and having annoying ‘targeted’ ads or emails you have no use for?

Brand Image

You need your customers to trust you. Perception in the market is a constant effort to maintain, but it pays dividends. All that hard work can be undone if there’s a perceived risk around interacting with your business. Good data quality ensures that data leaks and data breaches don’t ruin what you’ve built.

Operating Costs

The wrong data will lead to inefficiencies across the business. It could result in delays, incorrect inventory management, and forecasting issues – all of which cost you money.

These are some of the problems a business can create for itself by neglecting data quality, but it runs much deeper.

Phillip Sewell, CEO and co-founder at Predyktable, recently published a survey of 100 retail executives highlighting data quality as being one of the biggest roadblocks in being able to reach the point of informed decision-making

There’s no doubt that this will ring true for organisations globally. Data quality might not be the sexiest thing to talk about, but it might be what is holding your business back from achieving what you set out to do with your data.

Orbition works with businesses daily to help them incorporate the right data quality and reduce data quality issues measures by bringing in the right people for the job. If you’re looking into improving how you address data quality, get in touch!

es@orbitiongroup.com

Ethan is a highly skilled consultant with us here at Orbition, specializing in data and analytics.

With a passion for technology and a natural talent for identifying top talent, he has become a valuable asset to both clients and candidates in the industry.Read more.