We've all heard the expression "comparing apples and pears", and it matters most when it comes to the structure and stability of data.
There are a million ways for businesses to store and process data, but if the way in which that data is stored isn't correct or effective, the consequences can be serious. They key here is to understand what that data is for, why it is held, how it relates to the business itself, and what relationship it has with the rest of your data.
It is equally important to make sure that data is constrained - that it is only ever stored when it can be used effectively with other data that you hold.
There are any number of problems which lead to poor data quality:
This list is far from exhaustive, and a properly planned and constructed data model can avoid these problems and many more.
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