Acuate Data Quality

Why CRM De-Duplication Doesn’t Deliver

In all my years looking at data, I’ve never found a CRM database without duplicates (I’m assuming a database of more than a few thousand records.) Many of the CRM systems have easy ways to identify duplicates, but duplicates still remain. So why is that? The main reason is that duplicates are far more complex than simply matching of names, emails, etc. Yes, you will match some obvious duplicates this way, but there are many more complex versions. CRM applications assume the data is correct in the first place, that the data is present and that the data is in... Read more →

Good Data Wins, Always – Mathematical Proof

How bad does someone’s data have to be before they realise that bad data just doesn’t work. Working with bad data gets bad results. You try and get away with it until it no longer works for you. You realise you cannot carry on. With no choice, you see that good data is the only way to be. As with so many things in life only when things go wrong do you change your attitude towards something…I’ve been there many times myself…it’s only human. So, let’s learn this lesson a little earlier, before things go really bad for your data.... Read more →