Why Data Quality is critical for business

Since the explosion of technology in the last few decades, data has been increasingly positioned as a silver bullet that can fix all the trials and tribulations of the modern world. For those giant tech companies who amassed mass amounts of (mostly) third-party data, data was the new oil -- sold in barrels to any company wanting to find and scale an audience. But KPIs on data effectiveness became increasingly viable, businesses began to question the amount of data they’d bought.   Parallel to this, governments and consumer rights groups became aware of the increasing volume of unwanted noise being… [Continue Reading]