This might sound obvious, it’s the data quality department, but in reality, apart from a few large organisations, a data quality department is hard to find.
Marketers, specifically Database Marketing Managers, are very interested in data quality as they know that each missing email or inaccurate address is a lost opportunity.
However, some of the technical challenges are beyond the average marketer (for example, importing the data back into the CRM application is not always easy.)
Marketing teams often rely on IT to conduct some of the technical work, but if your IT team is very busy, then scheduling the work may not be their priority.
IT departments are good at manipulating the data, but very unlikely to have a stake in its quality.
The competing priorities in IT only delay projects whilst the data continues to degrade.
There are many companies where the data quality is managed by the IT department, but the problem here is that they really do not have a stake in it.
What do I mean? Well the marketer is measured on marketing ROI, poor data directly affects this, hence poor data affects the marketer results and hence their reputation.
Such a clear link is not obvious with IT, not to say that all IT departments don’t care about their data, but simply that there is no obvious link to their performance.
It seems to me, CRM data must be owned by the people who have a clear stake in it, namely, Marketing, Sales and Customer Support.
There will always be cases for other teams to have a stake depending on your business, but I hope you understand the clear link that exists for certain teams.
So what about data quality departments? As long as their performance is linked to the quality of data then there is no conflict.
Data quality departments are unlikely to be the users of the data – so you need to be very careful on how they are measured.
I would love to hear about your thoughts on this subject, if you have a few moments then please leave a comment.