In analytics, nothing matters more than data quality.

The practical way to control data quality is to do it at the point where the data is created. Cleaning up data downstream is expensive and not scalable, because data is a byproduct of business processes and operations like marketing, sales, plant operations, and so on. But controlling data quality at the point of creation requires a change in the behaviors of those creating the data and the IT tools they use.

Enter the chief data officer, or CDO. CEOs are increasingly adding the CDO role to their management

Source: How Chief Data Officers Can Get Their Companies to Collect Clean Data

My point of view: let data quality be a business imperative. Having a contact center background i always refer to the COPC acronym CUIKA which stands for Collected, Usable, Integrity, Knowledgeable, Actions.

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