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.
| Component | Definition | How to Measure |
|---|---|---|
| Completeness | Non-blank | Can also apply to groups of attributes (e.g., the postal code must match the city plus state) |
| Accuracy | Represents reality ... |
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