dmef2010 dm im research summit (jos schijns)
DESCRIPTION
Business drivers for data quality and data maintenance servicesTRANSCRIPT
![Page 1: Dmef2010 Dm Im Research Summit (Jos Schijns)](https://reader034.vdocuments.us/reader034/viewer/2022042816/559753e41a28abf65b8b4778/html5/thumbnails/1.jpg)
Data Quality:
Success Generator or Failure Preventer?
Presented by: Jos Schijns (OUNL)
Co-author: Luc Schrover (Cendris)
![Page 2: Dmef2010 Dm Im Research Summit (Jos Schijns)](https://reader034.vdocuments.us/reader034/viewer/2022042816/559753e41a28abf65b8b4778/html5/thumbnails/2.jpg)
Introduction
• Marketing today has become data (based) driven– Data used for decision making
• So, you should be sure that your data is of high quality
• However, data quality is not a ‘hot’ item• Besides, data quality seems to suffer from
cost savings / budget restrictions in times of recession
• Because (top) management often can’t see the poor quality of their data
Pagina 2
![Page 3: Dmef2010 Dm Im Research Summit (Jos Schijns)](https://reader034.vdocuments.us/reader034/viewer/2022042816/559753e41a28abf65b8b4778/html5/thumbnails/3.jpg)
IntroductionThe circle of quality (Jim Harris)
Pagina 3
Source: http://www.ocdqblog.com/home/the-circle-of-quality.html
An organization’ssuccess is measured by the quality of itsresults…
…which are dependenton the quality of itsbusiness decisions ,,,
… which rely onthe quality of itsinformation …
…which is based onthe quality of its data!
![Page 4: Dmef2010 Dm Im Research Summit (Jos Schijns)](https://reader034.vdocuments.us/reader034/viewer/2022042816/559753e41a28abf65b8b4778/html5/thumbnails/4.jpg)
Introduction
• So, data quality matters because high quality data serves as a solid foundation for business success– Circle of quality
• Data suppliers have to remind them!
Pagina 4
![Page 5: Dmef2010 Dm Im Research Summit (Jos Schijns)](https://reader034.vdocuments.us/reader034/viewer/2022042816/559753e41a28abf65b8b4778/html5/thumbnails/5.jpg)
Problem Statement
• Why are companies willing to invest in data quality and data maintenance of their customer data(base)?
Pagina 5
![Page 6: Dmef2010 Dm Im Research Summit (Jos Schijns)](https://reader034.vdocuments.us/reader034/viewer/2022042816/559753e41a28abf65b8b4778/html5/thumbnails/6.jpg)
Literature Review5 categories of business drivers
1. Failure preventer• Avoid inefficiencies in business processes and the very expensive rework efforts to
“fix” the failures made• E.g.: costs/expenses caused by delivery failures and returns through changes of
address2. Success generator
• Critical decisions based on poor-quality data can have serious consequences• E.g.: determine sales potentials, develop new markets or products, improve
conversion rates3. Image and positioning
• If the data is wrong, reputation can be lost• E.g.: damage caused by letters to deceased persons or incorrectly written
addresses4. Preventing customer irritation and dissatisfaction
• E.g.: as a result of duplicates and incorrect courtesy titles5. Meeting regulation and legislation
• To avoid penalties and fines
Pagina 6
![Page 7: Dmef2010 Dm Im Research Summit (Jos Schijns)](https://reader034.vdocuments.us/reader034/viewer/2022042816/559753e41a28abf65b8b4778/html5/thumbnails/7.jpg)
Research Questions
• Which of these are (most) important to firms?
• Do they change over time?– Historically: failure preventer– Now (also): success generator?
Pagina 7
![Page 8: Dmef2010 Dm Im Research Summit (Jos Schijns)](https://reader034.vdocuments.us/reader034/viewer/2022042816/559753e41a28abf65b8b4778/html5/thumbnails/8.jpg)
Research Method
• Webbased survey application (“CendrisMonitor”)– Reached by a link within the e-mail invitation
• Pre-test with 132 executives in B2B industry in the Netherlands
Pagina 8
![Page 9: Dmef2010 Dm Im Research Summit (Jos Schijns)](https://reader034.vdocuments.us/reader034/viewer/2022042816/559753e41a28abf65b8b4778/html5/thumbnails/9.jpg)
Findings (1)
• From 5 theoretically based to 4 research based categories– Failure preventer– Success generator– Legislation and regulation– Customer focus/related (image and positioning;
customer irritation and dissatisfaction)
Pagina 9
![Page 10: Dmef2010 Dm Im Research Summit (Jos Schijns)](https://reader034.vdocuments.us/reader034/viewer/2022042816/559753e41a28abf65b8b4778/html5/thumbnails/10.jpg)
Findings (2)
• Companies do have more than one business driver to assure customer data quality in the firm
Pagina 10
82,464,4 59,2 54,3
7,85,86,34,20102030405060708090
100
Customerfocus
Failurepreventer
Successgenerator
Regulation
%
Low (1-3) High (5-7)
![Page 11: Dmef2010 Dm Im Research Summit (Jos Schijns)](https://reader034.vdocuments.us/reader034/viewer/2022042816/559753e41a28abf65b8b4778/html5/thumbnails/11.jpg)
Findings (3)
• Relations suggested, that need further support– (number of records X business drivers)
• (Large) companies, managing large databases are more likely to invest in DQ from a success generator point of view
– (type of industry X business driver) • Utilities and telco’s are more likely to be advocates
of the success generator point of view
Pagina 11
![Page 12: Dmef2010 Dm Im Research Summit (Jos Schijns)](https://reader034.vdocuments.us/reader034/viewer/2022042816/559753e41a28abf65b8b4778/html5/thumbnails/12.jpg)
What we didn’t find (suggestions for further research)
• Besides the two relations suggested before that need further support
• Business driver X (unit/dept./person responsible for DQ)– Different people look at data differently– E.g. a marketing manager versus an IT
manager• Business driver X (#years of experience in
database marketing)
Pagina 12
![Page 13: Dmef2010 Dm Im Research Summit (Jos Schijns)](https://reader034.vdocuments.us/reader034/viewer/2022042816/559753e41a28abf65b8b4778/html5/thumbnails/13.jpg)
Follow-up research
• Work in progress, a pre-test …• … that needs follow-up research:
– Test hypothesis in a cross-section survey– Explore changes in time– Compare across countries
Pagina 13
![Page 14: Dmef2010 Dm Im Research Summit (Jos Schijns)](https://reader034.vdocuments.us/reader034/viewer/2022042816/559753e41a28abf65b8b4778/html5/thumbnails/14.jpg)
Conclusions
• Businesses are only as good as their data– Circle of quality
• More than one business driver for DQ– But they are not equally important
• A number of relationships that have to be investigated further
• Based on the research results, data suppliers and data maintenance service suppliers can help improve their customers’ performance
Pagina 14
![Page 15: Dmef2010 Dm Im Research Summit (Jos Schijns)](https://reader034.vdocuments.us/reader034/viewer/2022042816/559753e41a28abf65b8b4778/html5/thumbnails/15.jpg)
For further information
Jos SchijnsOpen Universiteit in the NetherlandsSchool of ManagementNL-PO Box 29606401 DL HeerlenThe NetherlandsE: [email protected]
Pagina 15
![Page 16: Dmef2010 Dm Im Research Summit (Jos Schijns)](https://reader034.vdocuments.us/reader034/viewer/2022042816/559753e41a28abf65b8b4778/html5/thumbnails/16.jpg)
“When data is abundant, but data quality remains scarce, then the thirst to acquire knowledge and insight remains unquenched, and data hangs like a heavy albatross around the enterprise’s neck”
– Jim Harris (2010)
Pagina 16