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Data quality 'vital to master data management'
Jul 12 2007, 16:59 PM
The importance of data quality in maintaining master data management systems (MDM) has been highlighted by an expert.
Ravi Shanka, a director of product marketing at master data management solutions company, Siperian, has commented that a high standard of data quality is one of the top requirements of implementing an effective MDM system.
Writing in DM News, Mr Shanka explained: "Master data, by its very definition, needs to be reliable."
As a result, he said that the data must be "consistent, correct and complete" if they are to be of any value to any MDM system.
Therefore, ensuring that a high level of data quality exists within a MDM platform is vital to the success of that system. Because without it a company will see its efforts to improve data management foiled by incomplete and inaccurate information.
"If postal codes are critical for marketing campaign effectiveness but are missing from a majority of customer records, data augmentation from an external data provider may be required to ensure data reliability," Mr Shanka concluded.
Companies can use tools should as Quick Address Pro and QuickAddress Batch to ensure that all address data is fully up to date and accurate.
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