Data Quality Matters:

Why Accuracy and Quality of Data are Keys to Success


Jan Kellner, Consultant at Automators

8 min readMay 22 2023


Data Quality Matters: Why Accuracy and Quality are Keys to Success

The importance of data quality and accuracy cannot be emphasised in today’s data-driven world. Data automation is being used more than ever before, and the value of accurate data has surged in tandem. However, as data volumes increase, so does the issue of assuring its quality, completeness, and accuracy. This is where synthetic data comes in.

Synthetic data refers to artificially generated data that replicate the qualities of real-world data. It is commonly used when real-world data is scarce, difficult to get, or unusable due to privacy or confidentiality reasons. In addition, synthetic data can be used to supplement real-world data and improve data quality.

The degree to which data is fit for its intended purpose is characterised as data quality, which includes factors such as data completeness, accuracy, consistency, and timeliness. Complete, precise, and consistent data is required for quality data analysis. Otherwise, the results of data analysis may be misleading, leading to poor decisions.

This article will go over the definition of data quality, explain why data quality is important and how synthetic data can help enhance both data completeness and accuracy. We will also discuss the advantages of data quality and how it affects big data quality.

data quality

Data Quality

Data quality is a very important aspect of data management and analysis. It relates to how well data is suited to its intended purpose. In other words, high-quality data is data that is accurate, complete, consistent, and timely. For businesses and organisations that rely on data to make informed decisions, data quality is essential.

The value of data quality cannot be overstated. Poor data quality can lead to inaccurate analysis and decision-making, with serious repercussions. High-quality data, on the other hand, can lead to better insights, better decision-making, and a competitive advantage.

Two essential factors that contribute to data quality are data completeness and accuracy. The extent to which all essential data is available is referred to as data completeness. Data accuracy, on the other hand, refers to how accurate the data is. Both of these elements are essential for assuring data quality.

In the era of big data, ensuring big data quality is also becoming increasingly important. The quality of data generated and used in big data applications is referred to as big data quality. With so much data being generated and analysed, it is critical to ensure that the data is accurate and dependable.


Benefits of Data Quality

High-quality data has a multitude of benefits for organisations. Among the main advantages are:

  1. Improved decision-making: Accurate and reliable data is essential for effective decision-making. High-quality data allows businesses to make better-informed decisions, which in turn can lead to better results.
  2. Improved business performance: Understanding customer behaviour, market trends, and other critical business insights requires high-quality data. This understanding can help businesses with optimising their processes and improving their overall performance.
  3. Increased operational efficiency: Quality data can help organisations to streamline their operations and reduce inefficiencies. Businesses can make better informed decisions, automate processes, and reduce the time and resources required to perform various tasks by having reliable and up-to-date information.
  4. Better customer experience: Quality data allows companies to better understand their clients, helping them to deliver customised experiences that meet their requirements and preferences. This can lead to increased client loyalty and a better brand reputation.
  5. Reduced risk and costs: Poor data quality can lead to inaccurate or missing information, which can lead to costly errors and lost opportunities. Organizations can reduce the likelihood of these types of errors and save money by ensuring the quality of their data.

Investing in data quality may have a significant impact on businesses of all sizes. From improving decision-making and operational efficiency to enhancing customer experience and reducing risk and costs, quality data is an essential component of successful organisations.

data analysis

Quality Data Analysis

Data analysis is an important aspect of gaining insights and making informed decisions from the data. The precision and validity of these insights, however, are strongly related to the quality of the data being analysed. As a result, before any other analysis can be performed, the data quality must be assessed.

1. Importance of analysing data quality

Data quality analysis ensures that data is complete, accurate, consistent, and timely. It enables the detection and correction of data errors, abnormalities, and inconsistencies, which can lead to more accurate outcomes and better decision-making.

2. Techniques for ensuring data quality

Data profiling, data cleansing, and data validation are some of the techniques that can be used to ensure data quality. Data profiling is the process of analysing data to find patterns, correlations, and inconsistencies. Data cleansing involves correcting or removing erroneous, incomplete, or irrelevant data. Data validation is the process of ensuring that data meets certain criteria or standards.

3. The role of automation in data quality analysis

Automation has the potential to dramatically improve the speed and efficiency of data quality analysis. Errors or abnormalities in data can be swiftly identified and corrected using automated tools and algorithms. This allows companies to analyse large amounts of data more quickly and accurately than would be possible manually.

importance of data

Why Data Quality is Important in Data Automation

The success of any data-driven operation, including data automation, is dependent on the quality of the data. If the data being automated is of poor quality, the entire process can be compromised. Inaccurate or incomplete data can have a substantial impact on automated process performance, resulting in flawed outcomes, incorrect decisions, and increased expenses.

Data quality is essential in data automation for several reasons. First, accurate and reliable data is essential for generating relevant insights and providing reliable outcomes. The automated procedures will give unreliable and potentially misleading results if the input data has mistakes, inconsistencies, or missing values.

Second, data quality has a direct impact on data automation performance and efficiency. To perform properly, automated systems require consistent and well-structured data. Incorrect or inconsistent data can cause system problems, delays, and inefficiencies, affecting the whole automation process.

Third, data automation frequently involves combining data from several sources. If the quality of the data differs among these sources, it might introduce errors, biases, or contradictory information. This might impede data integration efforts and threaten the dependability of automated systems that rely on data harmonisation and consolidation.

Furthermore, data quality is critical for meeting regulatory requirements and industry standards. Because automated systems frequently handle sensitive or secret information, it is vital to ensure data accuracy, integrity, and privacy in order to satisfy legal and ethical requirements.

To ensure data quality in data automation, organisations should establish strong data governance practices. This includes defining data quality standards, implementing data validation and cleansing procedures, and continually measuring and evaluating data quality throughout the automation lifecycle.

When data quality is high, automated processes can be more efficient, accurate, and cost-effective. Organizations may make better judgments, achieve higher accuracy rates, lower costs, and gain a competitive advantage by assuring the quality of the data used in automation processes.

synthetic data

Synthetic Data and Data Quality

Synthetic data is data that is created artificially rather than produced by observations in the real-world. It can be created using algorithms based on a set of predefined rules.

There are some significant advantages that synthetic data has over production data:

1. Swiftness and efficiency : Unlike real-world data, synthetic data can be generated in massive volumes quickly and easily, making it ideal for testing complex systems or applications. This saves time and resources compared to manually collecting real-world data.

2. Cost-effectiveness : Synthetic data is less expensive to use than real-world data. It eliminates the costs associated with data acquisition, preparation and maintenance, making it an affordable alternative for businesses.

3. Ability to simulate unique situations : Synthetic data can be created to recreate specific scenarios or edge cases that could be harder to recreate using real-world data. This allows developers and testers to thoroughly test their applications and systems in a wider range of scenarios.

4. Similarity to real-world data : Synthetic data simulates the properties of real-world data, which makes comparable to the real data. This allows for more accurate testing of systems or applications and ensures that they will function properly when they are released.


The quality and accuracy of data are critical to the success of data automation processes. Poor data quality can have a negative impact on automated systems and lead to poor decision-making. Therefore, businesses must prioritise data quality and take necessary steps to ensure that their data is complete, accurate, and consistent. Businesses can benefit from improved decision-making, higher business performance, increased operational efficiency, a better customer experience, and lower risk and expenses by doing so. With the growing significance of data automation in today’s data-driven world, ensuring data quality should be a top priority for businesses.

This has an easy solution, now that you know how synthetic data can improve the quality of your data. Be it the ability to create diverse and high-quality datasets that can improve the accuracy and precision of your data analysis or by enhancing your testing and validation processes, with the help of synthetic data, you can achieve success in today’s quick and competitive world.

Unlock the power of high-quality data generation with Datamaker. Experience seamless generation of synthetic data that empowers your business while ensuring privacy and compliance. Learn more about Datamaker or schedule a live demo here.

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