top 10 data quality myths

In the current digital era, the power of data has never been more crucial to the success of businesses. Data quality – the degree to which data is accurate, reliable, and applicable – is now a hot topic, as companies scramble to derive the most insights from their burgeoning data reserves. However, navigating the complex landscape of data quality can be challenging, and many myths abound. This comprehensive examination of the top ten myths aims to provide a clear understanding of data quality and its vital role in business success.

Data Quality Myth #1: It’s All About Fixing the Data

The prevalent belief that data quality is about "fixing" erroneous data only scratches the surface of this complex topic. Data quality is not a problem that one can solve through quick fixes or temporary measures. The real goal is to ensure that your data generation and collection processes yield high-quality data from the start, thereby preventing errors before they can even occur.

Data quality management is a proactive, ongoing process that needs to involve both technical and non-technical teams within an organization. By prioritizing the prevention of errors over correction, businesses can have access to precise and reliable data, empowering them to make effective strategic decisions. To learn more on best practices to aid in your data quality management, please read “The trifecta of the best data quality management“.

Data Quality Myth #2: It’s a One-Time Project

The belief that data quality is a one-off project is a detrimental misconception. Data is an ever-changing entity, subject to decay and obsolescence over time. Companies grow and evolve, products are updated, customers change their behaviors or move to new locations, leading to rapid alterations in data.

Data quality management, therefore, is a continuous process that demands constant vigilance and frequent maintenance. Regular data audits and cleaning are key to ensuring that your data remains relevant and reliable, serving as the bedrock for your business decisions and strategic moves.

Data Quality Myth #3: It’s IT’s Responsibility

While it's true that IT teams play an essential role in data management, the burden of data quality cannot be solely shouldered by them. Data is a critical asset used by various departments across an organization, each of which influences its quality in one way or another. As such, data quality is an organization-wide concern that demands shared responsibility.

To instill this shared sense of responsibility, it's essential to foster a culture of data quality within the organization. This involves educating all employees on the importance of data quality, the role they play in maintaining it, and the impact of poor data quality on business outcomes. And guess what? Communication should be at the center of it all. For best practices on communication, please read the “3 communication steps for successful data management programs“.

Data Quality Myth #4: A Good Tool Will Ensure Success

Technology is a significant enabler in managing data quality, but the idea that a tool alone can guarantee success is a myth. Even the most sophisticated data quality tool is only as effective as the people who wield it and the processes they follow.

Successful data quality management hinges on skilled professionals who understand the intricacies of data, the contextual relevance of data quality dimensions, and the organization's unique business requirements. When this understanding is combined with the right tools and robust processes, it can significantly enhance the overall quality of data.

Data Quality Myth #5: Our Data Is Good

One of the most dangerous myths is the assumption that an organization's data quality is good. This misbelief could stem from a lack of awareness or conscious avoidance of potential quality issues. It's important to recognize that data quality is relative and context-specific. What may be good quality data in one application or system may degrade when transferred to another, due to transformations or system limitations.

Data quality is also multi-dimensional - accuracy, completeness, timeliness, consistency, and relevancy are just a few of the many aspects that need to be considered. As such, good quality in one dimension doesn't guarantee good quality in others. Regular monitoring and maintenance are thus critical to preventing the degradation of data quality over time.

Addressing data quality issues at their source is also crucial. A common pitfall is to “fix” data quality issues in reports and dashboards, which only masks the problem and leads to a discrepancy between the quality of data in the source system and the output reports.

Data Quality Myth #6: Fixing Data Quality Issues Is Easy

The belief that data quality issues can be easily fixed with a few lines of code is a major fallacy. Addressing data quality issues is a complex process that requires a deep understanding of both business requirements and the technical environment.

Fixing data quality issues involves identifying the root cause of the problem, implementing preventive measures, and ensuring that the fixed data aligns with business rules and requirements. This also involves regular data audits to ensure that the measures implemented are effective in maintaining the quality of data over time. While it's a challenging process, it's also rewarding, as high-quality data can significantly boost business performance in the long run.

Data Quality Myth #7: I Can Fix the Data Myself

Maintaining data quality isn't a solo mission. It's a collaborative effort involving every individual in the data supply chain. From the moment data is created or acquired, to when it's used for strategic decision-making, every person involved in the process plays a crucial role in maintaining its quality.

Therefore, the notion that a single person can maintain the quality of an organization's data is not just a myth but a barrier to effective data quality management. Recognizing the collective responsibility towards data quality is the first step towards building a culture that values high-quality data.

Data Quality Myth #8: You Don't Need Top-Level Management Involvement

Many believe that data quality initiatives can be managed at the operational level, without the need for top-level management involvement. This could not be further from the truth. Data quality initiatives often require significant resource allocation, a strategic vision, and organization-wide changes, allof which demand the involvement of top-level management.

Executives play a critical role in driving the importance of data quality across the organization and securing the necessary resources to maintain it. Their involvement also helps embed data quality in the organization's culture, ensuring its priority is not overlooked in business decisions.

Data Quality Myth #9: Data Quality is Not Related to Business Strategy

The notion that data quality is disconnected from business strategy is fundamentally flawed. High-quality data is essential for accurate business insights, which underpin effective strategic decisions. Therefore, data quality management should be a cornerstone of every organization's business strategy.

Furthermore, good data quality directly contributes to operational efficiency, better decision-making, and improved customer service - all key elements of a successful business strategy. In this light, separating data quality from business strategy is not only incorrect, it can significantly hamper a business's competitive advantage.

Data Quality Myth #10: Data Quality Issues Won't Significantly Affect Customer Experience

The belief that data quality issues don't significantly impact the customer experience is another dangerous myth. Poor data quality can lead to errors like miscommunication, incorrect targeting, or even privacy issues, all of which can have a negative impact on customer experience.

Conversely, high-quality data can enable businesses to understand their customers better, offer personalized experiences, and deliver timely customer service. By facilitating these improvements, data quality can significantly enhance customer satisfaction and loyalty.


The journey to high-quality data is a challenging one, fraught with misconceptions and myths that can hinder progress. However, by debunking these myths, businesses can navigate this journey with a clear understanding and strategic approach.

Remember, maintaining high-quality data is not a one-person task or a one-time project. It's a collective, continuous effort that demands the involvement of all individuals interacting with data. While advanced tools can assist in this journey, it's the combination of skilled people and robust processes that truly ensures data quality success.

Addressing data quality issues is no easy task, but the benefits, ranging from strategic decision-making to enhanced customer experience, make the challenge worthwhile. And remember, the journey to high-quality data is not just about fixing existing data - it's about ensuring the consistent inflow of quality data and addressing issues at their source.

Understanding and embracing these realities can empower businesses to leverage the true potential of their data. High-quality data can serve as a lighthouse, guiding businesses towards success in the vast sea of the digital world. The process may seem daunting, but it is the surest way to future-proof a business in an increasingly data-driven landscape. In the end, it's not just about having data; it's about having data that you can trust.

  • Hi George, I really liked your post! I agree with all of these myths. Thanks for sharing!

    Upon reflection of these myths, I noticed that most of them are related to the technical aspects of Data Quality. Maybe this could be the reason organizations, when starting a Data Quality Program, prioritize its milestones without taking a business outcome perspective. But I believe this type of mindset is leaving business value to late stages.This is why I suggest a different approach to prioritize Data Quality projects in my new article I published (I reference your article!). Maybe you are interested in reading it.

    Best regards.

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    About the author 

    George Firican

    George Firican is the Director of Data Governance and Business Intelligence at the University of British Columbia, which is ranked among the top 20 public universities in the world. His passion for data led him towards award-winning program implementations in the data governance, data quality, and business intelligence fields. Due to his desire for continuous improvement and knowledge sharing, he founded LightsOnData, a website which offers free templates, definitions, best practices, articles and other useful resources to help with data governance and data management questions and challenges. He also has over twelve years of project management and business/technical analysis experience in the higher education, fundraising, software and web development, and e-commerce industries.

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