Companies need to put robust measures in place to ensure that data quality is assured at all times, an expert suggests.
Writing in a guest blog for the Drum, data quality expert Kiran Gill suggests that many firms are hoarding vast amounts of information, collected from mailshots and other data gathering techniques, which is out of date.
As the only effective data is accurate data, Ms Gill continues, firms need to take steps to ensure that the data they hold is as up-to-date as possible.
In order to achieve this, processes must ensure that new information provided by a customer is fed back into the database to replace any existing information.
Ms Gill explains: "The maintenance of data isn't something that occurs only before you use it for marketing purposes.
"It encapsulates the processes before use of the data and after use of the data."
A recent study conducted by the University of Texas at Austin found that a ten per cent increase in the usability of data would increase revenue by $2.1bn at a typical Fortune 1000 company.
Posted by Paul Newton