Seven Dimensions of Data Quality

HOWDOYOUSCOREONDATAQUALITY?
MEASURE YOUR DATA QUALITY
USING SEVEN DIMENSIONS

INTRODUCTION
Managing data quality is the driving force to for your business as it helps
to make informed decisions, understand your consumers’ needs and
buying pattern base, and most importantly to stay ahead of competitors.
This white paper defines quality of data, and identifies how to own and
maintain quality data, and discusses the challenges associated with
obtaining quality data in resource-poor settings.
What is data quality?
We live in an era of exceptionally
high technological advancement,
offering us with an easy and maxi-
mum access to data. However, just
because data has become more
readily available that too in enor-
mous quantity, does not imply that
it’s fit to use for your business
ideas. Quality data is a synchro-
nized information requirement
and it’s availability, cohesive under-
standing of data competence,
reliable and trustworthy informa-
tion which is consistent, updated,
and easy to access.
Our objective is to help decision
makers, marketing managers and
executives, marketing profession-
als, and other collaborative teams
to understand what data quality is,
and its importance to meet busi-
ness and marketing goals. Low
quality or poor data consists of
irrelevant, incomplete, invalid and
inaccurate customers’ contacts,
which eventually burns your invest-
ment by unreasonably time and
efforts spent. Whereas high quality
data is nothing but customers’
contacts which are ‘Fit To Use’ for
the intended operational purpose
to meet company’s sales and busi-
ness objective. High quality data
enables you in the decision making
process and to build effective mar-
keting strategies.
Copyright 2018 Ampliz, All Rights reserved. www.ampliz.com

What are the dimensions for quality data?
In today’s data driven market, owning enormous amounts of customer
data is standard, what matters is to own and to maintain high quality
customer data. It has been proved time and again that quality of data
variably determines the sales and profits of the business. High quality
data generates high profitable leads, thus resulting in the maximum ROI.
Be it traditional or digital marketers, nowadays all are more concerned
and focused about clean customers’ contacts as it saves time, money
and your efforts.
A company which owns healthy
customer data saves not only
money but also can articulate
effective business strategies and
marketing campaigns based on
correct and complete database;
and thus building a strong
customer relationship by deliver-
ing them great customer experi-
ence.
But how many of organizations
understands the importance of
high quality data and how to evalu-
ate the quality of their data? In this
whitepaper we will elaborately
discuss about seven dimensions to
determine Quality Data. With all
seven dimensions mentioned, you
can understand, evaluate, and thus
rate your customer data quality.
We have also addressed concerns
pertaining to bad quality data and
ways to rectify them.
1. DATAPRECISION
2. RELEVANCE
3. COST-EFFECTIVE
4. DATAINTELLIGENCE
5. CAPSULATED
6. COMPREHENSIVE
7. REGULATORYCOMPLIANCE
WHAT ARE THE
DIMENSIONS FOR
QUALITY DATA?

Do you know what
percentage of your
email database is
deliverable?
The deliverable rate of your
email campaigns depends on
how accurate your email data-
base is. Get your email database
validated and verified in-house
or by third-party before you roll
out any email marketing cam-
paign.
What is Data Precision?
Data precision is a quotient at
which data entries (facts and
figures) intersect with real life
details and events.
If the gap between data and reality
is more, then data accuracy is low,
and thus resulting in low data qual-
ity and vice versa. Having a data-
base with accurate information is
to observe an exact match
between database which business
processes and reality.
Data precision is always a top
priority for marketing profession-
als as by sending a single undeliv-
erable email will not only cost
money to the company but also
affects email sender reputation.
Know Your Numbers!
Even while sending direct mails, an
average US company spends more
than $150,000 per year on a mail
DIMENSION # 1 DATA PRECISION
that never reaches its recipients.
Every year, one out of six people
change their mailing address and
more than 30% of movers aren’t
listed on Change-of-address notice
at U.S. Postal Service®
. Protect
your IP reputation, save your
money, time and efforts by elimi-
nating inaccurate, invalid and
incorrect entries from your data-
base.
To ensure data accuracy you can
use USPS NCOALink®
(Contains
movers’ name, business, and
individuals in last 2 years) for
postal address database. An
organization can also use certified
data accuracy tools like CASS
(Coding Accuracy Support System)
Certified™ for address verification
which will validates, rectifies, and
formats contact address informa-
tion.

Data Relevance stands for the
proximity between consumer data
required and data provided. Data
relevance is the database which
gives you updates information
which you require the most, and
Target the right
customers and
prospects by using
‘relevant’ database.
Be it digital or conventional mar-
keting, every marketing profes-
sional needs a database which
has relevant and updated
customer information. Make
your every marketing campaign
effective by using the most
relevant and updated customer
database.
which will be of use at its maxi-
mum. To keep your customer data-
base relevant you can incorporate
data verification solutions at point
of entry, data segmentation and
customer profiling, and timely
update database with latest infor-
mation, and delete irrelevant
customer information.
By owning relevant database you
can be confident that the informa-
tion provided by customers is
factual and thus avoid future
consequences of bad contacts like
undeliverable, delayed payment,
and e-frauds. With regular updates
with latest information about your
customers, your data base can
increase the relevance quotient in
your data quality.
DIMENSION # 2 RELEVANCE

Good quality data is cost effective & delivers maximum ROI
Keep your data clean by using suppression list, deceased suppres-
sion list, movers list, merge purge, and ensure your email messages
and parcels are 100% Deliverables.
A quality data delivers maximum
ROI that too in a very cost-effective
manner. A bad data can cost you
millions if not filtered at right time.
Just have thought how much it
costs for each incorrect direct mail
sent, every wrong call made or
invalid email addresses. With
returned shipments, unreceived
parcels may cost you millions by
FedEx or any logistics agency.
Whereas undelivered emails, may
have adverse effect on your IP
Reputation.
No Entry for Bad Data!
As the old saying goes, “Prevention
is better than cure”. Stop bad data
right at the point of entry, as it
takes more time, and money verify
its accuracy, and even more to
rectify them. And ultimately adding
costs associated with undeliver-
able shipments and emails, mini-
mal customer retention, and not
so great customer experience.
DIMENSION #3 COST- EFFECTIVE
However, to get the maximum ROI,
an organization must employ a
‘gate-keeping’ system for quality
data. A real-time verification solu-
tions can keep these bad entries at
bay, before it’s added to the CRM
system. Moreover, by using data
appending solutions you can
correct these bad / invalid entries
and thus save your money on
returned shipments and postages,
and providing a great customer
satisfaction.

Do you have a clear picture about your customer?
If your answer is no, then it’s high time that you should employ data intelligence like geocoding solu-
tions, latitudes and longitudes coordinates, socio-economic, demographics, and lifestyle attributes.
Data intelligence is the analysis of
internal database and business
intelligence in such a way that com-
panies can optimise for their own
operations, investment and to
make future decisions. Successful
marketing depends on how well
you know your customers. The
more you know about their buying
patterns, and other demographics
details, there is more possibility for
you to do profitable business with
them.
Data Enrichment
Data enrichment maximises the
utility of your databank as it gives
you accurate picture of your
customers. Enrich your data by
linking it to interrelated
geographic, demographic, social
and lifestyle information such as
occupation, family background,
ethnicity, house income, assets,
credit score, mortgages, and much
more. Below are few areas of Data
enrichment that can accelerate
your company’s growth and
success;
Consumer data: Identify and
record all important social, demo-
graphics and lifestyle attributes
using customer profiling and
segmentation tools.
Business data: Append additional
business information like debts
records, history fraud list, mort-
gage details, assets and liabilities
records, defaulters list, credit
score, to your business records.
Geographic data: Append data
based on their geolocation by
using IP address to move transac-
tion faster, understand and target
the prospects, on individual or
household or organizational level
Send Right Message to Right
Customer
By applying data intelligence, you
can hit gold by targeting the right
customer with the right message
that too at the right time. Enrich
your data with not only basic
demographics, and business
attributes but also include social
networking to know more about
your consumer location, lifestyle
information. With social media
appending you can initiate a
targeted marketing campaign by
knowing the precise location of
existing customers and prospects.
Customer database is a huge laby-
rinth, consisting of some client
clusters of cold, warm and hot
leads, and many unnoticed pros-
pects too. Having a clear insight
into customers’ behaviour, buying
patterns and interests can create
new business opportunities, rein-
force customer retention, and
provide great customer experi-
ence, increase profitability, and
overall organizational success.
DIMENSION #4 DATA INTELLIGENCE

Do not allow any fuzzy entries or duplicate
data to make your database ugly?
Use data quality solutions like merge purge, de-duplication and
suppression list to get an encapsulated data by eliminating
duplicate data, unmatched records, and fuzzy entries.
The presence of surplus unmatched records, fuzzy entries, and duplicate
data in your database prevent you from owning a quality data, and thus
adversely impacting your marketing efforts and initiatives. One of the
most important dimensions of data quality is to gain a valuable insight
into customer profile and accelerate overall marketing performance.
Using data quality solutions like merge purge, de-duplication and
suppression list gives you unique data entries in a consolidated form.
Suppression List: A comprehensive list of subscribers / addressees who
has opt-out from the mailing list, send abuse complaint or the email have
been undelivered, and bounced back.
Merge Purge: A process of merging two or more data files, then identify-
ing, and purging duplicate entries.
De-Duplication: An intelligent compression method for deleting dupli-
cate copies of related, redundant or somewhat synonymous entries in
single storage system.
Golden Record – Creating record consolidation
Go beyond ‘generic survivorship’
and create ‘Golden Records’ (also
known as survivorship or master
data) where each and every data
entry is unified with recent,
frequent and complete informa-
tion. A golden record is a single
defined, accurate, and well format-
ted completes version of all quality
data entries in an organization at
one place. Use golden record to
cut to the chase single version of
data, which can be accessed by
data users effortlessly. The main
objective to create a golden record
is to match data entries, and store
all the unique entries which is
meets all the criteria of the data
quality in unified format.
Below are the three methods to
determine a ‘Golden Record’:
ɍ Up-To-Date Data – Record only
timely latest information and
recent event details.
Frequent – If more than one
record contains similar informa-
tion, it is a clear indication of
reliability and accuracy of the
data.
Complete – Data entries having
more than more one attributes
for each field and every domain
are also probable elements to
create golden record.
DIMENSION #5 ENCAPSULATED DATA
By leveraging ‘golden record’ or
say, ‘master data’ gives you a
sophisticated insight into authentic
elements of your database. The
process to create golden record
for your organization includes
validation and verification of all
customers’ contacts, including
direct mailing address, business /
consumer numbers, email
addresses to ensure the informa-
tion is authentic, and no money
wastage in future incurred for
rectifying and undelivered ship-
ments.

Use more than one marketing channel &
open more business opportunities
Increase the possibilities to do more business using comprehensive
database by adding missing information to the customers’ contacts
you already have.
Keep your data quality high by
accumulating comprehensive
information about the entries
already in your internal database.
For an instance if you have your
customers’ business phone num-
bers you can add missing name,
company and mailing address, to
initiate a customised and efficient
telemarketing campaign. This will
not only helps to target customer
better but also open more market-
ing channels. Having an incom-
plete data leaves you with irrel-
evant and stagnant lead genera-
tion. A comprehensive internal
database increase your data qual-
ity quotient, thus generates more
profitable leads, contributing to
overall business benefits.
Get Complete Customers’ Con-
tact with Appending Solutions
Append your database to augment
your data quality. Many data qual-
ity company can help you to get a
comprehensive customer data and
thus, increases your data quality.
Deploy an all-in-one data append-
ing solutions in order to generate
more leads, more sales, and
improved customer satisfaction.
Data appending companies can
help you to maximize the data
quality by filling in the gaps in CRM
database with missing names,
company names, phone numbers,
postal addresses, and email
addresses, guaranteeing the data
you own is of high quality.
DIMENSION #6 COMPREHENSIVE DATA

Keep database in compliance of internal as well as external rules
and regulation
Make sure that while maintaining a high quality of data, all your activities are in compliance of
company’s internal guidelines as well as abide the country specific laws too.
By being careless or negligent to abide by organization’s internal guide-
lines and external country specific laws it might weaken your customer
relationships, data credibility, and brand reputation. In order to maintain
a quality database, the entire process of data procurement and storing
must be in comply with internal regulations and external anti-spam and
industry specific laws.
DIMENSION #7 REGULATORY COMPLIANCE

Conclusion
Organizations can use these seven dimensions as a scorecard to
rate data quality of their internal contact database. Irrespective to
your company size, location or business goals, in this age of ultra-
technology and communication, to measure a data quality is a
must!
Take The Leap …
By meeting all the above
mentioned dimensions you can
effortlessly meet customer needs,
and at the same time accelerating
your sales. So, now that you know
it takes seven dimensions to
measure the quality of database
you own.
It’s a time for you to take a leap
and get your database verified.
Upload your database in just few
click and get a free verification
report by our proprietary software
and expert team support.
Ampliz is a self serve web based database management platform
that works on a subscription model. It is designed to improve the
value of your marketing plans. It has 36 million verified contacts
available for download via 25+ search filters. You can run email
verification of contacts seamlessly.
Data hosting on Ampliz allows you to sort, segment, and search
and find the right contacts you need to run marketing campaigns
through predetermined or custom search filters attached to them.
These are again downloadable. Looking to add net new data to
your counts? Upload and match with our master database and get
only new counts. It integrates seamlessly with top of the line
marketing automation software and CRMs currently available.
To know more- www.ampliz.com or email us at info@ampliz.com
Irrespective to what industry or
size of your business is, your top
business priority is to have high
quality data by identifying the gaps
using above mentioned
parameters. Make a significant
contribution to your company’s
growth and success by investing
your time, money and efforts to
get high quality data.

Seven Dimensions of Data Quality

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Seven Dimensions of Data Quality