Many businesses are unaware about the financial implications of poor business data hygiene, an expert has stressed.
Dylan Jones, founder and editor of online community Data Quality Pro, said the difficulty in assessing the effect of bad data quality on revenue means company heads are unable to properly determine how effective their campaigns are.
“Every organisation has data quality issues, but the problems are often hidden,” Mr Jones said.
“Most organisations struggle to put a financial impact on poor data quality, so senior management can’t get a feel for how this is all hitting the bottom line.”
Mr Jones pointed out employees typically fail to make use of reports or metrics to highlight these issues and therefore, they are not resolved.
According to research published last month by data quality solutions provider Datactics, there is often a knowledge gap between senior management and the real condition of data in quality terms.