In the era of Big Data, there’s always more and more information available for you to compile and analyze. There’s robust data quantity.
But in addition to quantity, you also need quality. Without quality, the value of your data is jeopardy, which can lead to bad decisions and worse. Ensure you’re collecting – and have access to – the data you need.
Where necessary, get outside expertise to ensure data hygiene best practices. Problems with quality include incomplete records, disconnected records, duplicates, inconsistent formatting and more. That’s why it’s essential to have a system that properly manages your information; without quality, the value of your data in jeopardy, which lead to bad decisions – and worse.
It’s the quality of your information that allows you to derive the highly profitable analytics and insights that can be mined from Big Data. The quality of insights is only as high as the quality of the data being analyzed.
The smaller the data set you’re using, the bigger the importance of quality. Let’s say you’re analyzing a big market using a comparatively small sampling of information. If that data’s low quality, it can have big repercussions – and lead you down the wrong path.
That’s why it’s so important that you have system that cleanses data – and ensures information hygiene – to uncover flaws and ensure you get accurate results and insights. You need a system that can review and evaluate data quality, data integrity, and completeness. When needed, it must create business
rules or gap strategies to fix issues.
Big Data increasingly relies on a blend of structured and unstructured information. And as marketers have ever greater access to real-time data, they’re increasingly making decisions on the spot. So it’s more important than ever before to have data quality.
Bottom line – have a strong system in place for managing your marketing data, and to ensure you get the quantity and quality you need to make smarter, more profitable decisions. Ensure you have excellent data hygiene, to make better, more profitable decisions.
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