UK organisations ignore data quality issues

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UK organisations have emerged as among the worst in a global study for neglecting data quality issues, but the best for complying with related regulation.

Nearly two in every three (58 per cent) of UK executives surveyed said they could not confirm that a documented strategy exists to keep their contact data accurate and up-to-date. This is compared to an average of 54 per cent of organisations around the world that made the same admission.

Despite this, nearly all (96 per cent) recognise that inaccurate data has a direct financial impact on their operations, with 19 per cent admitting to it having a negative impact on revenue or funding.

Although UK organisations have the worst record globally for maintaining a working data quality strategy, the report found they are faring the best in terms of being compliant with database regulations according 87 per cent. The UK is followed closely by North America and the least compliant are the Dutch (73 per cent).

But the report, "Contact data: the profit maker or neglected asset?" carried out by independent researcher Dynamic Markets on behalf of Experian and address verification and data quality software provider QAS, also found a major trend in the number of organisations adopting a strategic approach to data.

Of the 2,078 respondents with a data-related role within in organisations across the UK, Holland, France, North America, Australia and Singapore, 46 per cent said they had a data quality strategy compared to just 27 per cent when QAS commissioned the same research in 2005.

By contrast, the number of organisations around the world that claim to be fully compliant with database-related regulations decreased since 2005, with only 27 per cent making this claim today, compared to when 37 per cent two years ago who believed they were operating within regulations.

Only eight per cent of organisations validate all the information they collect, where 34 per cent validate none of the information they collect and enter into their systems.

"A big concern is that data compliance appears to be going backwards," said Jonathan Hulford-Funnell, QAS chief operating officer. "Total compliance with database-related regulations has tumbled in the past two years. This is of particular concern as data integrity comes under closer scrutiny from industry regulators in an increasing number of sectors."

He advised companies to directly relate data quality management to their business goals, where measurable targets are required so that organisations can track performance, identify gaps, make recommendations and allocate investment into the right areas.

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