Data Quality

Data quality describes how accurate, complete and up to date a business's information is, and therefore how far you can trust it. High-quality data has no duplicate customer records, no missing postcodes and no prices that were right last year but wrong today.

It is the difference between a tidy address book and a scribbled one full of crossings-out and old numbers: both hold contacts, but only one can be relied on. Data quality matters because every report, invoice and marketing email is built on it, so poor data quietly produces wrong decisions, wasted spend and annoyed customers.