This column looks at technical measures of data quality for the cases presented in my May column. Profit per customer case. An automobile dealer made service history available to salespeople while a new car purchase was being negotiated. The business value came from targeted offers to increase use of the highly profitable service department. Technical data quality measures include:

Speed of access. This is the time it takes the salesperson to retrieve data for a customer. Multiple queries may be needed before the system returns a satisfactory result, and salespeople will not bother if it takes too much effort. Elapsed time would be gathered from system logs.

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