Data Quality at D&Bmitiq.mit.edu/IQIS/Documents/CDOIQS_200777/Papers/01_30...sampled records are...
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1 Data Quality at D&B: A Best Practices Approach in Data Measurement and Management Chapin Flynn, Leader – U.S. Quality Assurance MIT Information Quality Symposium July 2007 Proceedings of the MIT 2007 Information Quality Industry Symposium PG 529
Transcript of Data Quality at D&Bmitiq.mit.edu/IQIS/Documents/CDOIQS_200777/Papers/01_30...sampled records are...
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Data Quality at D&B: A Best Practices Approach in Data Measurement and Management
Chapin Flynn, Leader – U.S. Quality Assurance MIT Information Quality Symposium July 2007
Proceedings of the MIT 2007 Information Quality Industry Symposium
PG 529
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our values
peoplequalityintegritycustomersteamworkperformance excellence
D&B, the world’s leading source of business information and insight, has enabled companies to Decide with Confidence® for 165 years
• D&B today – a trusted global content provider and an essential player in helping businesses make confident decisions and manage data
• D&B’s intense commitment to our customers is reflected in our aspiration:– To be the most trusted source of
commercial insight so our customers can decide with confidence
Proceedings of the MIT 2007 Information Quality Industry Symposium
PG 530
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our values
peoplequalityintegritycustomersteamworkperformance excellence
Information quality is the foundation of D&B’s business. It drives customer satisfaction which, in turn, drives company profitability
Company Performance
Customer SatisfactionD&B Performance
at Customer Touch Points
CustomerExperience
CustomerBehavior
Total Shareholder
Return
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our values
peoplequalityintegritycustomersteamworkperformance excellence
D&B’s core competency is the collection and enhancement of data into the commercial insight that drives profitable decisions
CommercialInsight
Thousands of Sources
of Data
Proceedings of the MIT 2007 Information Quality Industry Symposium
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our values
peoplequalityintegritycustomersteamworkperformance excellence
Our proprietary process of collecting and enhancing data is called DUNSRight® which consists of Quality Assurance plus five quality drivers
GlobalData
Collection1
EntityMatching
2
D-U-N-SNumber®
3
CorporateLinkage
4
PredictiveIndicators
5
D&B Global
Database
Quality Information
Quality Assurance
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our values
peoplequalityintegritycustomersteamworkperformance excellence
D&B employs a 6 Sigma technique called DMAIC to accomplish our Data Quality Assurance objectives
Define Measure Analyze Improve Control
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our values
peoplequalityintegritycustomersteamworkperformance excellence
As part of our Quality Assurance process we also measure data quality at several critical touch points
CommercialInsight
Decisions
Thousands of Sources
of Data
Key areas of Quality Assurance Focus
Source Testing
Edit and Validation
TestingCustomer
Experience Testing
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PG 535
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our values
peoplequalityintegritycustomersteamworkperformance excellence
Understanding how and what we measure at those critical touch points is key to understanding D&B’s data quality processes
• Source Testing: Tests the accuracy of the data being provided to D&B by third party sources or business owners. Source testing is performed by assessing the accuracy and completeness of potential data providers, proprietary D&B validations, and through call and transaction monitoring
• Edit and Validation Testing: Team members monitor data transmissions to ensure that D&B’s 2000 edits and validations are being properly and consistently applied.
• Customer Experience Testing: A selection of randomly sampled records are tested each month. A group of critical data elements are verified during a call placed by an external third party to the report subject. Result data is aggregated and returned to D&B for additional analysis.
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PG 536
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our values
peoplequalityintegritycustomersteamworkperformance excellence
The output of all our measurement is a core group of critical indicators that allow us to promote strengths and address areas of opportunity
Critical Indicator Description
Identity Data Business Name, Address, Phone, CEO
Contact Names Names of key contacts at the subject company
Duplicates Repetitive database entries
Corporate Linkage Corporate ownership / control data
Match Rates Success rates of linking customer or third-party data to existing D&B data
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our values
peoplequalityintegritycustomersteamworkperformance excellence
Case Study: Let’s review an example to tie this process together
D&B identifies a statistically significant decline in contact
name accuracy
Root cause analysis completed. The decline in accuracy is attributed to a vendor from which D&B purchases
contact name data
D&B discontinues use of the low quality vendor file and
purges all names purchased from that vendor
Vendor is unable to improve file accuracy within
acceptable timeframes
D&B experiences a statistically significant improvement in contact name accuracy and experiences a
statistically significant decline in volume of contact names (M,C)
D&B expands breadth of contact name data collection to improve the accuracy and
volume of contact names
DMAIC Phase D, M A A I M I, C
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our values
peoplequalityintegritycustomersteamworkperformance excellence
Q&A
What Questions do you have?
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our values
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Thank you for your participation. Here are some D&B resources to learn more….
If you have a question regarding… Contact…D&B products & services http://www.dnb.com
D&B online and self-study courses and other educational resources
D&B Learning Center
http://www.dnblearningcenter.com
Any questions about today’s session or how to navigate D&B
Chapin [email protected]
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