What is Data quality?
Data quality is the degree to which data is accurate, complete, consistent, current and fit for the purpose it is used for. It is measured and improved through checks, rules and cleanup processes rather than assumed, because errors usually creep in at data entry and integration points.
Why it matters for your business
Reports, forecasts and AI models are only as reliable as the data behind them. Poor data quality leads to wrong decisions, failed migrations and lost trust in dashboards.
Before a CRM migration, a team finds duplicate customer records and missing postal codes, adds validation rules to entry forms and schedules a weekly check that flags new duplicates.