Data quality is a function of data’s fitness for use to a particular purpose in a given context; measured against stated requirements or guidelines. Effective data quality policies support trust in operational and strategic decisions. Data Quality Management is a continuous process for specifying data quality characteristics that meet business needs, and for solving data quality challenges.
Marketing functions can experience a variety of pain points in their management of data. Understanding these challenges and arriving at effective solutions can offer many
There are many characteristics of information quality. Some are intrinsic to the nature of the data, including objectivity, believability and reputation. Many discussions about the