Looking at the Quality of Data and Information

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Presentation transcript:

Looking at the Quality of Data and Information Business decisions are only as good as the quality of the information used to make them. You never want to find yourself using technology to help you make a bad decision faster .

BUSINESS DRIVEN MIS – DETERMINING INFORMATION QUALITY ISSUES Information Revolution - Video http://www.youtube.com/watch?v=-4CV05HyAbM

Common Characteristics of High-Quality Information Real-time IT systems: faster, more effective decisions, smaller inventories, easier to track performance

Low-Quality Information Primary Sources of Low-Quality Information Customers intentionally enter inaccurate data to protect privacy. Different entry standards and formats Operators enter abbreviated or erroneous data by accident or to save time. Third party and external information contains inconsistencies, inaccuracies and errors

At least 14 examples of Low-Quality Information Customer ID Customer First Name Customer Last Name Address City State Zip Phone 1771 Larry Shimk 143 S. Denver NY 178908 911 Caroline 143 N. West St. Buffalo 14321 716-333-4567 1772 Heather Schwiter 55 N. W. S. Miss LaGrange GA Debbie Fernandez S. Main St. CO 80252 333-8965 1773 Justin 34 Kerry Rd. Littleton 98987 716-67-9087 1774 Pam 66 S. Carlton North Glen 98765 343-456-6857 1 2 8 ? 9 6 10 ? 5 4 7 11 3

Potential business effects of using low-quality information Inability to accurately track customers. Difficulty identifying valuable customers and/or difficulty building strong customer relationships. Inability to identify selling opportunities. Marketing to nonexistent customers. Difficulty tracking revenue. Might order too much inventory from a supplier based on inaccurate orders. Instead of sending an expensive promotional item to your best customers, it goes to the wrong address. High-quality information can significantly improve the chances of making a good decision, which can directly impact an organization's bottom line

Maintaining Quality Information in a Data Warehouse is extremely important Pulled from many different sources, some of which are external to your organization. Information may be inconsistent or just plain wrong. Information cleansing or scrubbing is a process that weeds out and fixes or discards inconsistent, incomplete or incorrect information. Cleansing uses specialized software tools to analyze, standardize, correct, match and consolidate information in a data warehouse.

Accurate vs Complete Information Is it right/correct VS Is it all there/no blanks? Perfect Information?? 100% accurate and complete = too expensive & time consuming to produce Birthdate 2/31/2014 (complete but not accurate) Address containing Manhattan, KS, but no zip code (accurate, but not complete) Some companies are willing to go as low as 20% complete to find BI Few organizations go below 50% accurate – info is useless if not accurate. Perfect information vs cost and time Most organizations determine a percentage high enough to make good decisions at a reasonable cost, such as 85 percent accurate and 65 percent complete