Data Quality

Klaus Solberg Söilen
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Klaus Solberg Söilen: Halmstad University

Chapter 3 in Digital Marketing, 2024, pp 53-59 from Springer

Abstract: Abstract We all know the formula GIGO, “garbage in, garbage out,” meaning if your data is not good from the beginning, what you get out at the other end in terms of results is going to be wishful thinking. Data quality has become a significant concern for businesses due to the rapid growth of digital innovation and larger databases. Ensuring high-quality data is crucial for marketers to make informed decisions and effectively target potential customers. Poor data quality can lead to inconsistencies, increased costs, and poor decision-making, which can be detrimental to a business. For instance, a sports shoes company expanding its online presence must rely on accurate and up-to-date customer data to engage effectively with its target audience. To address data quality issues, businesses and researchers have developed various techniques for professional and safe data handling. Data warehouses, such as those provided by Amazon Web Services (AWS), Google BigQuery, and Microsoft Azure Synapse, are essential for storing vast amounts of data efficiently. These platforms help businesses manage their data and ensure its quality for current and future use. An infographic represents a sports shoe surrounded by icons related to different types of data. Data quality is defined by several key dimensions: accuracy, reliability, timeliness, currency, relevance, completeness, and consistency. For example, in a sports shoes company, high-quality data would include accurate customer demographics and purchase histories, allowing the company to create targeted marketing campaigns and improve customer satisfaction. Ensuring data quality involves continuous data collection and validation to maintain its reliability and relevance.

Date: 2024
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DOI: 10.1007/978-3-031-69518-6_3

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