Six out of ten companies lack data quality strategies

Despite claiming to have high quality levels in their international data, six out of ten companies do not have a data quality management strategy in place, a new survey has found. According to a report, “Data Quality: Reality and Rhetoric”, commissioned by Capscan, 57.7 per cent of organisations say their data is either excellent or good quality. This is up nearly 6 per cent from the same research carried out in 2008.

Few argue that data quality matters – the survey found that 88.6 per cent claim data quality is of real importance and value to their business. Yet only 38.8 per cent of respondents have a data quality management strategy in place.

Data management expert and author of the report, Graham Rhind, said: “The results show a great deal of similarity with the 2008 survey, suggesting that change and improvement is not happening as quickly as it could. The results suggest that, while data quality is viewed as important by many respondents, the integration of data quality practices into the daily life of those companies is not common and there is a great deal of room for improvement at a strategic level.”

He added: “The gap between recognition and action remains disappointingly wide. However, there is promise that some of the more forward-thinking organisations surveyed have invested in various appropriate IDQM technologies. The most popular technologies used among surveyed organisations include address validation, identity management solutions, de-duplication and banking validation software.”

Data quality does get the attention of senior management, although nearly half of companies leave it to IT and marketing. This is despite widespread recognition that data quality has an impact on everybody in the company and its business processes.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here