CHAPTER 1: Data Quality: Why, How, Who, and When?


Recently a media executive asked me to put data quality in everyday language. “Did you trust the data you used to make your most recent decision of real importance?” I asked him.

“No,” he replied. “I did not. In fact, I can’t recall a time when I fully trusted the data. I view it as my job to make the best call, even recognizing there are problems with the quality.”

He’s not alone. In a recent survey conducted by Harvard Business Review, only 16 percent of managers expressed strong confidence in the accuracy of the data underlying their business decisions.2

Further, the media executive’s ...

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