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Case Study : Finding Quality Data

Decent Essays

Finding Quality Data
To stay competitive in today’s market, “companies are using big data analytics to understand and engage customers in a way that inspires greater loyalty” (Rackey, 2015). Better understanding our customers will result in opportunities for increased sales through up-selling and cross-selling while also improving customer satisfaction by catering to customer’s needs more efficiently. Developing a BI program using data, technology, analytics, and human knowledge allows us to transform data into useful BI solutions.
The first step in gaining this business intelligence is to locate appropriate customer data sources within the organization. The quality of the data must be confirmed using data profiling and data quality …show more content…

Completeness is characterized by the presence, absence, and meaning of null values in the data tables (Batini & Scannapieca, 2006). Uniqueness refers to the data item recorded without duplication. The dimension of timeliness measures how data represent reality from a particular point in time. Data consistency shows that a data item is the same in multiple data sets or databases. Validity refers to data that conforms to the correct syntax for its definition (DAMA UK, 2013). Once the data quality assessment is completed, proof of concept can be developed.
Proof of concept
A Proof of Concept (POC) is used to demonstrate the design idea using only a small part of a complete system. This system will be used to discover the factors that help influence a customer’s purchases using existing data such as customer sales history, initial purchases, discounts and other data. Simple queries can be effective in showing the customer’s paths to their purchases. The results of these queries will help predict future purchases of existing customers, uncover up-sell and cross-sell opportunities, and possibly target new customers. The first step of the POC is to build a scaled-down environment similar to the actual environment for testing the program using separate, reserved resources for a predetermined number of days. The POC should be carefully documented showing configuration, installation, and test results. This documentation can then

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