Ensuring Data Quality

The ubiquitous use of contact and account data by all B2B functions shines a spotlight on the individuals whose job it is to implement robust data quality processes. If these efforts are successful, data quality is satisfactory and doesn’t become a subject of widespread complaints. But if they’re unsuccessful, the angry clamor of dissatisfied data consumers is incessant. Improving data quality requires hygiene and cleaning routines anchored in a culture of governance, discipline, and process. In this report, we outline the process for ensuring data quality can be structured, repeatable, and measured — preventing it from causing dissatisfaction.