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How Data Quality Assessment Enhances Decision-Making

October 31, 2023
min read

Making critical decisions based on irrelevant data can be misleading and affect your organization's performance drastically. According to Toward Data Science, about 40% of business initiative fails to reach success because of poor data quality.

Business enterprises depend on these forecasts of performance metrics, market behavior, and other data analysis.

Our strategic and operational decisions are supported more accurately by Data Quality Assessment, which is a game-changer in this digital age.

Data quality assessment is no longer an option; it is necessary to ensure that the collected data meets set standards and expectations.

This blog talks about how data quality can affect your decision-making process and chart a roadmap to superior data quality assessment.

Data Quality In The Digital Age

Poor data quality is not just a misstep—it's a costly sinkhole; it destroys business value and, eventually, ROI. A Gartner research found that poor data quality is responsible for an average of $15 million per year in losses.

With 59% of enterprises harnessing analytics, the data game isn't exclusive to the Titans; it's everyone's playing field. For instance, Forbes delves into big data for advertising nuances. They use it to shape the market strategies of countless entities.

As a result, data quality has shifted from the backseat right up to the driver's seat in our decision-making journey. With every tech leap and every new pile of data we gather, one thing's for sure: big data piles alone won't do the trick. You need trustworthy data to drive you in the right direction.

What Is Data Quality Assessment in Machine Learning?

In machine learning, subpar data can derail a model faster than a single flawed line of code. This process dives deep into data, pinpointing inconsistencies, missing values, and anomalies.

For instance, if an e-commerce company wants to forecast sales, but its dataset is riddled with gaps or outdated figures, predictions could misfire. For instance, giants like Facebook embrace Data Quality Assessment for sharper accuracy and unwavering reliability.

When Facebook recommends content or tailors ads, they don't just toss data into their algorithms. They ensure that every byte—be it user profiles or behavioral markers—is primed for the task.

What Is The Importance Of Data Quality Assessment?

Data quality review is more than a formality for GenAI initiatives; it is the foundation of successful decision-making. It guarantees that the data used to train and validate machine learning models is trustworthy and dependable. Without high-quality data, the consequences of AI programs are, at best, questionable.

Setting the Stage for Effective Data Quality Evaluation

When it comes to AI, we all know that the adage 'garbage in, garbage out' holds undeniable truth. When data quality is compromised, even the most sophisticated algorithms can produce misleading outcomes.

However, multiple data quality assessment tools like MarkovML lay the basis for thorough evaluation by putting data quality at the center of AI projects. This leads to:

  • More accurate forecasts
  • Improved model performance
  • Better business decisions

What Are The 5 Data Quality Measures?

There are five crucial criteria for judging the integrity and worth of data in the area of data quality:

1. Accuracy

On average, 47% of recently created data records have at least one critical, work-impacting error.

Accuracy refers to the extent to which data represents the true state of affairs in a specific context. For enterprises, the implications of inaccurate data can be vast. Take, for example, the financial sector.

An inaccurately recorded transaction, no matter how minute, can lead to significant discrepancies in financial statements.

2. Completeness

You must determine how exhaustive and detailed your dataset is. It can again lead to missed sales opportunities and unsatisfied customers. Gaps in data can leave critical questions unanswered and obscure the full story.

For instance, in the healthcare industry, incomplete patient records could jeopardize treatment plans, leading to suboptimal patient care.

3. Reliability

You need to ensure your data's trustworthiness over time and across various sources. For instance, in the finance sector, when investment decisions hinge on market data, sources need to be consistent.

If one financial report presents numbers vastly different from others, it can lead to misguided investment decisions with significant monetary implications.

4. Relevance

Relevance helps you zero in on what truly matters. It ensures that you're focusing on the data that aligns with your specific objectives.

For instance, while doing market research for a campaign, you might be flooded with insights from various demographics. But if your products/services cater to millennials, this data group should be at the center of your decision-making.

5. Timeliness

Timeliness isn't just about having data; it's about having the right data at the right time. A timely data source guarantees that judgments are made using up-to-date, pertinent information rather than antiquated information.

Take stock trading, for instance, where prices fluctuate rapidly. Using stock data that's even a few hours old could result in missed profit opportunities or potential losses.

Top Six Methods Of Data Quality Assessment

Why does data quality matter? Let's take a page from recent findings. Researchers dug into how data quality management in healthcare affected primary outcomes. The result? If healthcare centers want better, more usable data, they need solid data quality assessment systems in place.

methods of data quality assessment

This cannot be done without knowing the rigorous data quality assessment methods. Here are the top six methods for determining data quality:

1. Data Profiling

Examining data to identify anomalies, duplicates, and missing values.

Data profiling dives deep into datasets, analyzing the content, structure, and overall quality. A financial corporation, for instance, could deploy this method to inspect its transactional records, pinpointing discrepancies or any irregular patterns.

Through this rigorous data assessment, they can ensure more streamlined and accurate financial reporting.

2. Data Cleansing

Correcting errors, removing duplicates, and standardizing data.

To measure that your data is accurate and consistent, you must scrub and repair it. It is comparable to cleaning raw materials of contaminants before employing them in a manufacturing process.

Filling in missing numbers, eliminating duplicates, and standardizing formats are some of the duties involved in this approach.

3. Data Validation

We are creating rules to validate data integrity and accuracy.

A quality control check is similar to data validation. It checks to see if your data complies with predetermined guidelines and criteria. For instance, validation makes sure that the ages you are gathering are within a suitable range.

Data validation protects against inaccurate or unreliable information entering your dataset.

4. Data Mapping

Making a map by linking the data to create the outline.

Establishing connections between data pieces in various datasets is known as data mapping. Think of it as developing a map that connects different places. Learn how data from various sources or systems relate to one another using this technique.

5. Data Integration

Merging data sets for trustworthy information.

Data integration entails combining information from various sources into a single, coherent view. To see the entire picture, it's similar to putting together puzzle pieces. This technique makes it possible for data from many systems or divisions to collaborate effectively.

6. Data Visualization

Making presentations to get more intelligible and usable data.

The art of visually presenting data, frequently through charts, graphs, or dashboards, is known as data visualization. It's similar to explaining a difficult idea with the help of an interesting visual.

Through the increased visibility of patterns, anomalies, and trends, this strategy aids in the detection of data quality problems.

How to Design or Build a Robust Data Quality Assessment Framework?

At its core, a solid data quality assessment framework rests on multiple dimensions. Here's how to design this framework.

1. Metrics and Measures

Start by pinpointing clear data quality metrics. For instance, a company could measure accuracy by the percentage of data entries that mirror real-world values.

2. Dimensional Check

Regularly assess data against the mentioned dimensions. An energy firm, for example, must ensure that data about power grids is timely, given the ever-evolving nature of energy demands.

3. Leverage Tools

Data quality isn't a manual game anymore. Modern challenges require modern solutions. Use data quality software and tools that can automatically validate, clean, and enrich data. They not only flag issues but also offer solutions.

4. Continuous Feedback Loop

Keep evolving the framework. As a company expands or shifts its focus, the data needs will change. Maintain an open channel for feedback on data quality issues and keep iterating the framework.

Incorporating these elements, with an eye on the right data quality metrics backed by powerful tools, ensures a data quality framework that stands the test of time and corporate challenges.

How To Conduct A Comprehensive Data Quality Evaluation?

For businesses to thrive in decision-making, the accuracy and reliability of their data are paramount. A comprehensive data quality evaluation ensures you're basing decisions on solid ground. Let's break down the essentials of this crucial process.

1. Data Quality Checks and Audits

Imagine relying on a faulty dataset to predict sales; the results would be disastrous. Hence, periodic evaluations, rather than one-time checks, are crucial.

Conducting these checks allows for the continuous identification of anomalies or discrepancies. For example, a retail business might check monthly sales figures for any inconsistencies or spikes that don’t align with known events or promotions.

2. Data Quality Report

A Data Quality Report (DQR) is a snapshot of the health of your data. It highlights the data inconsistencies, missing values, and other loopholes. A comprehensive DQR should outline:

  • Data sources and their trustworthiness.
  • Anomalies and discrepancies identified.
  • The potential impact of these discrepancies on business decisions.

For instance, an eCommerce platform's DQR might reveal a pattern of incomplete customer address entries, hinting at possible checkout UI/UX issues or system errors.

3. In-depth Data Quality Analysis

To ensure impeccable data quality, a deeper dive is essential. Popular methods include:

  • Statistical Analysis: Identify outliers or values that deviate from expected norms.
  • Data Profiling: Examine datasets for patterns or anomalies.
  • Duplicate Detection: Spot and rectify repeated or very similar entries.

Corporations That Rely On Data Quality Assessment

Many big organizations have introduced data quality evaluation techniques to improve their decision-making processes, with notable benefits. Here are a few instances:

1. Walmart for inventory management

Walmart, one of the world's largest retailers, has made significant investments in data quality evaluation to improve inventory management. They employ data quality technologies to guarantee that product information, such as prices and stock levels, is correct and up to date.

Walmart has observed a significant 10% - 15% increase in online sales revenue with drastically decreased out-of-stock products and boosted demand forecasting accuracy by maintaining strong data quality standards.

2. Amazon to provide consumer suggestions

Amazon, the world's largest e-commerce company, relies on data quality assessment to provide consumer suggestions. They evaluate client behavior and purchase history using sophisticated algorithms, but these algorithms rely on high-quality data.

Amazon's customized suggestion system has significantly increased sales. According to some statistics, tailored suggestions account for up to 35% of Amazon's sales, demonstrating the direct influence of data quality on income.

3. Netflix content recommendation algorithm

Netflix, a popular streaming service, uses data quality evaluation to improve its content recommendation algorithm. They are constantly evaluating the quality of user interaction data, such as what people view, how long they watch, and when they pause or skip.

Netflix provides highly tailored content suggestions to its consumers by preserving accurate and dependable data. This has increased the revenue by 38% and net income by 189%, which has contributed to Netflix's fast expansion.

4. Ford to improve vehicle safety and economy

Ford relies on data quality evaluation in the automotive sector for vehicle performance data acquired via sensors. Accurate data is essential for increasing vehicle safety and economy.

Ford has been able to refine vehicle designs and estimate maintenance needs more precisely by assuring data quality and consistency. This has resulted in the production of safer and more fuel-efficient automobiles, which has increased the company's competitive advantage.

Final Thoughts on Data Assessment

A study from the Harvard Business Review discovered that a mere 3% of the data they analyzed met basic quality standards. Shocking, isn't it? Accurate and trustworthy data is the bedrock of solid decisions and business strategies. And it needs a qualitative edge to be useful for your business's bottom line.

Enter MarkovML. This isn't just another platform; it's the compass you didn’t know you needed. With MarkovML, your machine-learning projects aren't just nurtured – they're supercharged. It effortlessly translates loads of data into game plans.

Offering a collaborative arena, MarkovML ensures a streamlined transit from raw data to GenAI. So, when thinking of staying atop trends and making sharp, collaborative, intelligence-backed calls, think MarkovML. Let it power your ascent to persistent business expansion.

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