Making Your Data a Strategic

Asset
Tony Fisher
Tony.Fisher@SAS.com

Intelligent Architecture

Data Quality is
a fundamental component in
the Intelligence Value Chain.
Poor data yields poor decisions.

Data Quality Gets NO Attention

Over 75% of companies have no

data quality process. Why?
Unattractive subject matter
Data Quality implementations traditionally
difficult to implement and costly
Cant demonstrate a return on investment
Dont recognize the problems!

Business Impact | Failed Projects

Missed Revenue
Telecommunications: A European
telecommunications company discovered through a
data audit that it was not invoicing 4 percent of its
orders. For a company with $2 billion in revenues,
this meant that $80 million in orders went unpaid.
CRM: FleetBoston Financial spent $38M over 3
years on a failed CRM project. The project failed
because of the banks inability to link customer
information across the different systems.

Business Impact | Wasted Expenses

Poor Customer
Relationships
Healthcare: The U.S. Attorney Generals office has
stated that approximately $200 billion, or 14 percent
of health care dollars, are wasted in fraud or
inaccurate billing.
Mailing Costs: The Data Warehousing Institute
estimates that poor quality customer data costs U.S.
businesses a staggering $611 billion a year

The Bottom Line

Lost sales opportunities

Missed project deadlines
Poor customer relationships
Duplication of effort
Failed business initiatives

Poor data leads to poor decisions.

What are you going to do about it?

Initiate Data Integration Processes:
Provides companies with a consistent, reliable view
of their business by making data a strategic asset.
Data Integration Methodology:
Data quality
Data linking and consolidation
Data enhancement

Ad hoc and Reactive

Problems with Data Warehouses

Data Warehouse & Data Quality

The Need for Integration

True Data Integration

Technology Stack

IDI Methodology

Data Quality
Linking and Consolidation
Enhancement

Data Quality

Profiling
Table/Column Analysis

Cleansing
Field/Element Analysis

Data Quality
Profiling
Identify Data Defects
Identify Non-standard Data
Table Column Analysis
Frequency Distribution
Min/Max/Outlier Detection
Datatype Analysis
Unique/Null Analysis
Metadata Analysis

Data Profiling
Examples
Invalid input !
Account Number should be Annnnnnnn and unique
Validate against industry or corporate standards !
Business Analyst understands valid Loan Amounts
Metadata !
Might determine through analysis that there are faulty or inefficient
table relationships or that table columns do not contain what the
column type indicates
Numerical Analysis !
Frequency Distribution, Max, Min of Loan Amount
Data Type Analysis !
Date or numeric fields may not be accurately depicted

Data Profiling

Account Number Non-missing, Non-unique

and Pattern Matching Analysis

Data Profiling

Outliers Loan Amount

Data Quality
Cleansing
Standardization
Defect Correction
Value in Range
Unique/Missing Compliance
Transformation
Verification

Data Cleansing
Examples

Uniqueness/Valid Value ! Enforce Account Number rules

Range Checking ! Loan Amounts out of Range
Verification ! Invalid City/Province
Standardization ! Permutations of Organization, Street Name, etc.

Data Cleansing
Segment for Country Specific Analysis

Data Cleansing
Non-standard Data
Variations
First Merit Bank
First Merit
1st Merit
First Merit Corp
>Fist Merit Corp.
first merit
1st Merit Bank
1st Merit Bank Corp
The 5th 3rd Bank
Fifth Third Bank
5th Third Bank
5th Thrid Bank
Fifth 3rd Bank

Linking and Consolidation

Identifying Duplicates
Linking Disparate Sources
Consolidation
Householding
Siting
Duplicate Elimination

Data Linking and Consolidation

Proc Match Customer data integration

Data Linking and Consolidation

Proc Match Householding

Data Enhancement

Demographics
Geographic Data
Spending Habits
Financial Reports

What are you going to do about it?

By 2005 more than 50% of data warehouse
and CRM projects will fail, with one of the
points of business failure including denial
about data quality issues.
Stated by a senior research analyst at a recent Gartner Group
Symposium

Dont Be One of the Failures!

In todays information economy, the data in
your enterprise systems is your business
Dont let poor data sabotage your supply
chain, CRM, or Web-based implementations