Data Quality: Driver for relevant research

Poor data quality can impact an organization in many ways. It can result in misguided marketing promotions being sent to the wrong address with incorrect information -- including improperly spelled names, title and company. To a prospective customer, your company looks stupid. For you, it means that you've wasted time and money targeting a customer who really doesn't exist. But most unsettling is that it means that the integrity of your customer database(s) and other customer information systems is suspect. With the current focus on customer relationship management (CRM), data integrity has taken on even more importance. In short, with so much information streaming into and out of organizations from call centers, customer Internet forms, point-of-sale contact information, Web-based applications and other customer information systems, data quality and integrity should play an important part in your data warehousing and CRM efforts.