In a world of big data, bad data is becoming more and more common. Part of the issue is fueled by the technology we use to help manage and organize that data. In our rush to be more on-demand, personalized and data-science-powered, we’ve embraced cloud computing, social connectedness and analytics. We all agree that every tiny piece of customer data is valuable, but we’ve also let our data quality control lapse. Business Wire brought this interesting topic to our attention in their article, “Marketing Evolution Announces New Industry Standard for Data Quality Assurance.”

Marketing Evolution announced enhancements to its Marketing Measurement and Attribution Platform – the new data assurance process addresses the growing issue of bad data quality in marketing, a leading contributor to wasted media spend and overall marketing budget.

Many companies place the task of organizing and managing all this information on IT’s shoulders. But bad data affects more than just servers and databases – it affects everyone. In this day and age, it is very much a business problem.

Melody K. Smith

Sponsored by Data Harmony, a unit of Access Innovations, the world leader in indexing and making content findable.