Many research firms have made their 2010 IT predictions, which range from smarter customer service to real-time analysis. A common thread in many of these predictions is the use of advanced analytics in everyday decisions.

When considering the rise of analytics in IT developments, it is easy to get caught up in the potential value and neglect the methods behind the numbers. Analytics can provide a multitude of benefits to companies, but only if the information being analyzed is accurate. Existing or purchased consumer data is frequently the basis for this analysis, and this data can be wrought with errors. The accuracy of the underlying customer data is critical in order for advanced analytics systems to provide any business value.

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