Data quality is the accuracy, completeness, consistency, and freshness of data.
Category
Data Governance
Also known as
data hygiene
It is the quiet determinant of whether a CDP, its segments, and any AI layer on top of it work. Bad data in a CDP produces bad segments, weak personalization, and unreliable AI outputs.
In practice
When personalization or a model underperforms, check the data quality before the algorithm. The problem is upstream more often than not.
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