When someone in your enterprise views a customer record, they take it at face value that they’re seeing the “truth.” But the fact is that often the information is outdated, incomplete or inconsistent with what’s contained in other company repositories.
There may be multiple records with the same or similar names, or different name and address combinations that are the same individual — but with data inconsistencies and variations of data elements (address, date of birth, etc.) that make it hard to distinguish the accurate version.
This is what we refer to as bad data. It’s insidious, destructive to your business, and a bigger issue than you may realize. It’s easy to understand how seemingly good data goes bad when you consider the forces inside and outside your company that shape data management against your will.
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