Prioritising and deploying data quality improvement activity

In association with
17th Feb 2005

Data quality is an issue that is currently attracting much attention in customer management circles. A number of significant customer relationship management (CRM) project failures have been attributed to weaknesses in the data quality. Industry commentators are picking up on this trend: Gartner recently expressed the view that some 25 per cent of data within major corporations is inaccurate and that this situation is likely to remain the case for some time.

That data quality is a problem is not in question; this paper seeks to take a step back and review the context in which data quality exists, and to use that context to provide guidance on how improvement activity might be prioritised and then delivered. This paper was published in Journal of Database Marketing & Customer Strategy Management, Vol. 12, No. 2; Details of this publication are available at

About the authors

Iain Henderson is the Founder and a director of Information Answers Ltd. He has 15 years of client-side experience in direct and database marketing in the retail, computing and distribution sectors followed by several years as a customer management consultant. His primary research activity at present is in the area of privacy and the role of informediaries in resolving privacy conflicts. Don Murray is a director of Information Answers Ltd. He has nearly 20 years experience in the design of very large customer databases and has worked in, or advised, over fifty companies in the UK, Ireland, France, Germany and Sweden, as well as in the US and Japan. Don has research interests in the areas of data warehousing and business intelligence.

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