Magazine article CRM Magazine

Data Quality

Magazine article CRM Magazine

Data Quality

Article excerpt


Data quality software analyzes stored information to identify incorrect, incomplete, inconsistent, or improperly formatted data. As the technology has matured, some vendors have added capabilities to cleanse or correct data by deleting, modifying, appending, reformatting, or merging faulty elements.

The market, which is valued at about $2 billion globally, is rapidly being changed by government privacy initiatives (like the European Union's General Data Protection Regulation and the California Consumer Privacy Act, which will be taking effect in 2020), security concerns, and changing use cases. The market is also seeing a shift from purely back-office functions to more strategic, revenue-generating ones. Companies are looking for more robust software suites capable of performing valuable business intelligence and targeted marketing and transforming silos of individual touchpoints into integrated multichannel contact data.


Experian, last year's one to watch, takes its rightful place this year on the leaderboard, propelled by scores of 3.7 in both depth of functionality and customer satisfaction. The company, which has long standing as a consumer credit reporting company and purveyor of information on more than 1 billion people and businesses worldwide, knows a thing or two about data.

Oracle's strength has long resided in its data offerings, and 2019 was no different. The company finished strong on depth of functionality (4.1), direction (3.8), and customer satisfaction (3.8), and its position will only grow in those areas as the collaboration that it began in June with Accenture and Capgemini on customer data platform technology comes to fruition. A key element in this initiative is Oracle CX Unity, which launched in October to provide actionable insights in context, in motion, and in real time across customer experiences and data sources. "Oracle's promise of Unity--much more than a common data platform--will make this a very interesting space to watch moving forward," says Rebecca Wettemann, vice president of Nucleus Research.

SAS, which has bounced on and off the leaderboard for the past few years, in 2019 again achieves a favorable rating from analysts, who especially lauded the firm for its depth of functionality (4.1), bolstered by the addition of artificial intelligence capabilities to its most recent Viya release. SAS struggles a bit in company direction, though, as evidenced by its score of 3.5. SAS has a "strong offering for clients, but customers will seek more hybrid options going forward," says Ray Wang, founder and principal analyst at Constellation Research.

Syncsort (Trillium) has long been an analyst and customer favorite in the data quality space, and 2019 was no exception. …

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