My Master Data Effect

By Dmitrii Kovalchuk

Name

Nickname

Phone

Address

Date of birth

Hobby

Favorite hero

Picture

When I was a boy I loved to make up address books

Name Alex

Nickname Sweet Tooth

Phone 31-17-75

Address 2

Sunny str., 7

Date of birth July 10

Hobby Candy

connoisseur

Favorite hero Rambo

Picture

My address books had a lot of errors

Name Nik

Nickname Spit

Phone

+7(343)311816

Address Sunny

str.

Date of birth April 31

Hobby Chess

Favorite hero Alien

Picture

They had mistakesHis name was Nick

Were incomplete His address was 4 Sunny str., 20

Were no longer timely He had become interested in reading

Were inconsistentThere are 30 days in April

Were inaccurate and uncheckedIt was my assumption

Old formatUsually I used 00-00-00

Also my friends had different data about me

Dmitry

31-79-02

4 Sunny str., 6

10/12/1978

Dmitrey

317-90?

October 12

Dmitrii

317902

4 Sunny street

Dec 10

This situation suited us for a while, but …

Our attitude to data quality changed

when we became interested in girls

TeacherGradebook

We needed their contact details to call them and send post cards

Teacher

They were there

And we managed to get them!

Kate

32-44-16

8 Broad str.,

14

11/12/1978

Kate

32-44-16

8 Broad str.,

14

11/12/1978

Kate

32-44-16

8 Broad str.,

14

11/12/1978

It was master data = single version of the truthI know that NOW…

Because Data Management is my profession

But I can’t understand why some organizations

still have data problems like this:

First name Dmitry

Second name Kovalchuk

Phone (701) 527-3065

Country Russia

AddressAstana

Tax number 66002341

Marital status Single

Photo

They have mistakes

I am Dmitrii now ((

Are no longer timely I live in Kazakhstan

Are inconsistentIt is my passport number

Are incomplete My address is 5b Sarayshyk str., 5

Are error-prone and unverifiedI’m married

Have different formats

It is +7 701 5273065

Such bad data can act as

the butterfly effect

If I had the so many errors in my address book

She would not have received my letter

They would not have been born

I would not be so happy…

and it works!

Fortunately there is the Master Data Effect

So manage your data well

and make yourself happier!

It makes a difference->

to be continued