The Color of Data Quality

By Frank Dravis, Senior Consultant

Is green. I don’t know why I am surprised about this, but having worked in data quality for two decades, it was really never an issue. Until now. In a webcast that was picked up by the Inspired Economist, I discussed how data quality can improve the effectiveness of marketing, specifically in matching diverse customer data.

During the webcast, I cited a case where a client saved $12 million in annual printing and postage fees from a 50% reduction in distribution of catalogs to customers. Fully 50% of this company’s catalogs were being sent to incorrect addresses, to the wrong people, and in many cases, multiple copies were being sent to the same person. The ROI on the original $100,000 data quality investment was impressive. The Inspired Economist referenced the financial ROI, but the publication also emphasized the green, eco-friendly benefits of data quality.

In this day and age of burgeoning landfills, ground water contamination, and greenhouse gas creation from power consumption, a reduction in printing six million catalogs is a substantial benefit. Fewer trees are cut, less ink is sprayed, and less coal is burned. Any time you can be more efficient and effective at what you do—while being eco-minded—is a win-win. And in this case, it comes from better data management far upstream from the actual manufacturing process.

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Frank Dravis is a senior consultant with 21 years of experience in enterprise information management (EIM) and data quality solutions design, implementation, and consulting. He specializes in data integration, data quality, and data governance solutions, advising key clients and industry vendors.

Comments

[Timo Elliott]

Nice post, and it's very true, data quality may well be the number one overlooked way of improving the environment.

I couldn't help thinking about other colors, though:
Might it not helps companies stay in the Black? Or should that be in the Pink? Or will it make your competitors Green with envy? Leave them feeling Black and Blue?

(groan)

BI Questions Blog: http://timoelliott.com