Don't focus on data quality

Data quality shouldn’t be the focus.

It’s too subjective, and on its own doesn’t really mean much at all.

Instead, focus on the outcome.

If we could improve this measure of data quality for this dataset, what measurable outcome will we have?

This could be:

• Providing the right data, at the right time, to enhance decision making
• Making the data reliable enough for a new product feature
• Fewer data incidents affecting a key business process

Whatever it is, improving data quality might be a necessary part of the project.

But it’s shouldn’t be the focus.