Data quality is a hot topic right now as many firms invest more in artificial intelligence technology and grow their digital marketing capabilities. Business leaders are beginning to realize that to get quality out, you need quality going in and to do so, some kind of governance is a must have.

However, it is very easy for data quality projects to be de-scoped from budgets where they don’t have the glamour of shiny new tools that data science teams have the capacity to deploy in a business. You will often hear questions like; “What are the risks if we don’t de-dupe our data?” or “Why do we need to verify our email addresses?” The reason these questions come up is because there is no way to visualize the potential cost savings and/or revenue from good data quality. Introducing the data quality dashboard.

A data quality dashboard is a way of visualizing the importance of clean data to the business. It is designed to break down the different aspects of a data governance strategy and put it into a way that senior executives can understand and relate it to the bottom line. The data quality dashboard basically puts a price tag against your data.

Let’s take a practical example. Your company, Awesome Ltd, sells clothes via a website. Customers are asked to manually enter their delivery address details when ordering. John Doe places an order but accidentally puts the wrong house number when typing out his address and the package gets returned to Head Office. A customer service operative calls Mr Doe and clears the matter up and he gets his package. Yes, it was Mr Doe’s fault and he accepted that, so it hasn’t damaged the customer experience but what if we were to break it down?

  1. Order wrapped and dispatched $1
  2. Order posted $1
  3. Courier takes the order $1
  4. Courier takes order back to Head Office $1
  5. The order is checked $1
  6. Advisor calls the customer $1
  7. Order is repackaged $1
  8. Order posted $1
  9. Courier takes the order $1
  10. Order delivered

This process, due to a typo, cost $9. If the address had been correct the first time, it would have cost just $3. That means that every incorrect address costs the business three time more than a correct address.

A data quality dashboard is designed to track these metrics and visualize them for senior executives. If they can see the cost of poor data quality then the case for investing more in it speaks for itself. Even if an automated address system costs $1,000, it is the equivalent of 167 orders with typos and gives little argument for not deploying it.

Teams must ensure they monitor the quality of their data to be as efficient as possible and the data quality dashboard is a perfect way of doing so in a way that business leaders can understand.

This is just one example of how data quality can harm the business, your data quality dashboard should also include: percentage of outdated data, approximate number of duplicates, bounce rate for emails, percentage of your database that is incomplete, and so on.

To get help on your data quality dashboard, feel free to contact StrategicDB a data cleansing and analytics company.

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