When it comes to concept data cleanliness, most businesses know that the end goal is a constant challenge. We often hear sentiments from clients like this:

“We need cleaner data.” “Our data is dirty.” “It’s a data issue.” “Can we trust these metrics?” “Is this data accurate enough to allow us to report up the chain?”

While most people know data is important, the word “data” is often spoken of in ambiguous statements like the above. It often comes without a practical understanding of why it’s important to have clean and standardized data. Flushing out these ambiguities is necessary in order to advocate within your organization for creation of processes and programs that facilitate smart data practices to ensure clean and standardized data.

One of the biggest challenges for mid-size or large organizations is connecting the expertise of campaign…

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