7 Essential Data Quality Management Capabilities

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At the most rudimentary level, a data quality program is just evaluating the quality of your data based on some rules or parameters you’ve set in place. You can do this with one person perusing an excel sheet, writing SQL code to find undesirable data, then changing it manually. However, it’s usually better to set a system in place that can automatically improve and maintain data in an enterprise setting.

Data quality management has evolved a lot since it was the domain of IT, DBAs, and “data geeks.” It doesn’t have to take ages to do, and it doesn’t require high-level technicians to maintain.

That’s why when we talk about the “essential” capabilities of data quality, we consider complete systems that allow these processes to be streamlined, automated, and user-friendly. The list below covers the capabilities that have become commonplace in mature data programs worldwide.

Data discovery

While data discovery is not traditionally viewed as one of the main data quality tools, it can automate other essential data quality capabilities. Let's start with defining what data discovery is. Data discovery is a process that examines your source data and extracts metadata and valuable information from it. It will tell you what formats your data points are in, any duplicate entries, if the records are complete, etc. On top of that, data discovery will also:

  • Provide basic data quality information through data profiling
  • Add tables to your data catalog
  • Detect data structure changes automatically
  • Assign terms and categories from the business glossary
  • Detect and evaluate data anomalies

You can start with data discovery by using it to evaluate whichever source data you’d like to understand better. For example, your app dev team would like to use a legacy data set for their project but is unsure of its content and quality.

However, data discovery can run automatically for all data sources of interest. This way, you will always have up-to-date information about critical data in your data catalog.

If not already in place, data discovery should become a priority for you if you want to automate data quality solutions because it will let you do the following:

  • Catch data anomalies early
  • Give business users an always up-to-date on data sets available in the data catalog.
  • Will provide input for creating data quality rules.

Data discovery will set the stage for the rest of your DQ processes. It will give you the information to evaluate data sources and sets, determining which are reliable and which need to undergo data preparation.

Data preparation

Source data is rarely ready for use by end-users or downstream applications. To make this data fit for purpose, you need to make some corrections. This process is called data preparation and can be broken down into the following activities:

  • Standardization/Cleansing: Putting all data into one format. Also, detecting, correcting, and sometimes removing undesirable data records. E.g., A classic example of data standardization is in the domain of personal data: addresses, names, phones, etc. Very often, you need to standardize the formats of this data or correct misspellings.
  • Parsing: Breaking data elements down into smaller components. E.g., a parsing algorithm could separate a single customer data record into several elements like address, zip code, first name, last name, etc.
  • Enrichment: Using external and internal sources to improve and complete records from incomplete sources. E.g., you have customer names in your CRM. However, to provide better customer service and do better marketing, you want more information about them, like headquarters, addresses, information on founders, etc. Procuring external reference data from a data provider like Dun & Bradstreet and enriching your CRM data with theirs is how you would do that.

Data preparation is typically configured as an automated process by IT, BI, and data management teams. They integrate data sets to load into the data warehouse, database, and data lake. However, data analysts and data scientists also often prepare data manually for their projects and tasks.

Data preparation ensures that consuming processes receive the data in the format and quality that fits its purpose. Once it’s performed, you can better rely on the resulting projects from that data as you’ll know all of it meets the specific requirements and parameters vital to your business.


Another potential data quality issue is duplicate data. These records contain information about the same entity with potentially conflicting data. Once you discover duplicate data (match new data against existing data), you can use data quality tools to merge (combining duplicate records into one) or discard, depending on the use case.

Data matching and merging are usually done on your stored data (e.g., customer records) through rules, algorithms, metadata, and machine learning to help determine which records should be kept, combined, or deleted. Some scenarios where you will need to match and merge data include:

  • Data Migration: Migrating duplicate data will only transfer the same problems from the previous set into the new one. In fact, the target system might reject this data automatically.
  • Data Quality Firewall: A DQ firewall will prevent duplicate records so that you don't end up with problems like having a duplicate product/client in your system.
  • Fraud Detection and AML: Detecting suspicious activity like two people with the same social security number or checking for matches in an external blacklist of financial criminals.

Beyond the examples above, duplicate data can lead to inaccurate reporting, skew your metrics, and make it difficult to decide which record can be trusted/is the most reliable. It can also lead to errors in machine learning and AI. For more advanced matching and merging in situations with multiple input points, it is best to use an MDM solution.

Data validation

Data validation is what ensures the validity of your data against certain criteria. It will check them against any business rules or industry standards you need. This can come in many shapes and sizes. You might need to verify email addresses to see if they’re real and can receive mail or verify geographical addresses with a solution provider like Loqate.

Like most of these processes, data validation can be done manually on sets you already have stored or automatically on all incoming data. Automatic data validation will automatically flag all outliers or extreme and unwanted values.

For example, suppose you are a medicine company conducting clinical trials and know that all daily dose values will be between 0-3. In that case, you can integrate a web service that will check these values when a medical worker enters them. This will prevent data outside these parameters from getting into the system. You can also validate data sets on demand whose accuracy you aren’t sure of, like from third-party data vendors.

Data quality rule implementation & management

Data quality rules achieve a big chunk of data quality monitoring and enforcement. They define what your company sees as good and bad data from here on out and ensure that all the data you intend to use falls into the category of “good.”

All data quality tools need a user-friendly way to manage and implement rules for validation, cleansing, and transformation purposes. Ideally, this is a collaborative environment where business and technical users can define and implement these rules. If you’re not sure how to come up with DQ rules, you can learn more about it in our How to Get Started with Data Quality article.

Your data quality rules will be stored in your central rule library. From there, they can be applied in an automated fashion or on-demand. Your central rule library will also be where data experts can implement new rules, change or remove old ones, and approve/decline these changes.

Issue resolution workflow

While systems like data validation, data preparation, and matching and merging can work automatically, you need a way to manage exceptions. The method you can use for this is called an issue resolution workflow. You can see an example of one below.

This tool helps data stewards, and data users can identify, quarantine, assign, escalate, resolve, and monitor data quality issues as soon as they occur. For example, a customer might call you and say they aren’t getting their monthly newsletter. Whoever received that complaint can pass the information to a data steward, who can log and handle it.

Data quality monitoring

After all of your data quality systems are in place, the last step is maintaining data quality solutions indefinitely. You’ll need to use the criteria set by your business rules and make an overall and consistent assessment of your data’s quality.

This is called data quality monitoring, a capability to crawl data sets looking specifically for quality issues. Once finished, it will give you a data quality report describing its completeness, if the desired formats are present/uniform, if all the data is valid, etc. You can also expect a tangible data quality score which will set a numeric value on the quality.

Data quality monitoring should constantly happen on all incoming data. It should also be performed regularly on your stored data to maintain its integrity (how regularly is up to you). If you suddenly see a drop in data quality, you can begin an investigation to find where the problem is coming from and stop it.

Losing track of your company’s data quality solutions can negate all the processes you worked so hard to implement. Without consistent monitoring, you would be surprised how quickly your data quality management can degrade. It’s better to maintain than to rebuild from scratch.


If you’re looking for all of these capabilities in one solution, look no further. Ataccama ONE has everything you need from a data management tool. Watch our demo below.

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