20.5. Using Tools to Manage Data

We've already mentioned several of the external sources for improving data quality, but there are many more ways of verifying and validating the customer information we have captured in our files.

20.5.1. Measuring Data Quality

The basic method of measuring data quality for both the baseline and final result involves selecting a random sample of target customers from the target database and examining each of the elements (or sets of elements) as to whether it passes the criteria shown in Table 20-7.

Table 20-7. Information Quality Elements
ComponentDefinitionHow to Measure
CompletenessNon-blankCan also apply to groups of attributes (e.g., the postal code must match the city plus state)
AccuracyRepresents reality ...

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