
1 (3 c1-I A v X ~rt x The Data Quality Problem
Many of these changes were considered essential for survival. The latest
example of this is the move to being Internet based.
Changing a corporation's business and operating systems to a base of
high-quality data makes changes occur faster, at lower cost, and with better-
quality outcomes. CRM projects are a good example. Moving to a customer-
centric model, whereby information about customers drives sales and market-
ing activities, promises huge returns to corporations. However, we hear that
over 60% of CRM implementations either are outright failures ...