What is 'dirty' data and why is it important for businesses to eliminate it?

As personalized and user-centric offerings become a necessity for modern organizations, utilizing data is a critical component to understanding customer and stakeholder needs. From public sector bodies and healthcare providers to financial institutions and software suppliers, it is now imperative for organizations to collect, store and organize data effectively.

Yet, unfortunately, many organizations are struggling to maintain clean, actionable data. In fact, a recent survey found that two-fifths (39%) of organizations have little to no data governance frameworks1. Years of inconsistent data practices and working in silos have left many departments with ‘dirty’, inadequate data that cannot be actioned.

This ongoing lack of effective data governance has resulted in organizations missing the valuable insights that would otherwise help them become better service providers.