New research has just been published highlighting concerns about the data regarding freshwater mussels. The data is unevenly distributed and with differences in data quality, the true mussel situation is rather murky. This is not unlike many databases held by companies today. Data Quality is a crucial for gaining true understanding, and conducting reliable evaluation.
If measures were in place to ensure data quality it would be possible to accurately measure different attributes and get a trusted understanding of the situation. Without data quality mechanisms, evaluation is unreliable, and decisions are questionable.
Experts would like to be able to measure the mussel’s ‘life-history traits, distribution, conservation status, habitat preferences, and main threats’. With the disparate data in need of cleansing and merging to create one consistent view, these critical factors cannot be accurately measured. Therefore like a marketing database, a Single Mussel View (SMV) is required, to determine the true state of the species. Data quality clearly has implications for the conservation of these mussels.
Back to the world of business and marketing, data quality and data management are crucial for gaining a full understanding of customers. A Single Customer View (SCV), as eluded to earlier, brings disconnected data together in one place, to provide one cohesive and trustworthy source of data delivering a comprehensive understanding of customers. It also allows for reliable evaluation and planning.
Having information in one place puts the power in the marketer’s hands; they have the data needed to inform their decisions and differentiate between customers. Marketers can measure precisely how many customers they have and deliver personalised and relevant messages. For example the customer who’s stopped purchasing will need a different message to one who is a regular spender.
To learn more about a Single Customer View and the impact of data quality, read our Whitepaper: Let’s talk about the Holy Grail of Marketing: The Single Customer View ,