We can claim that almost the whole technology and data world is based on natural principles. We can mention neural networks based on our central neural system or artificial intelligence…etc. But what about data quality? I have been thinking about it while sitting on a doctoral lecture aimed at the chaos theory. And here we are!
Butterfly effect. Minor event can have a major impact on a complex system – i.e. the movement of a butterfly´s wing can have impact even on the weather. It represents the sensitive dependence on initial conditions which can start a chain of events.
What does it have in common with data? Well, enterprise data is comparable to the described butterfly effect, especially the data quality. If there is poor data quality already when entering the data into a complex system, then even a small error can lead to major impacts, such as revenue loss, inefficient enterprise process management or incongruity with regulations, in other words it can be very far-reaching.
And now to an example of a real situation. Imagine a data error in entering the card number, which can lead to withholding the amount from a wrong account. If there is not available source, the account/debit card can be blocked, which can cause much inconvenience for the customer. Finally, it can result into the customer loss.
Such data issues can often begin with a tiny mistake and mostly have impact on all enterprise systems, such as CRM, ERP, billing or DWH systems and moreover, on subsequent wrong decisions of top management.