Real-time updates. Because data quality is not a one-time exercise.
From moving house, getting married, changing email addresses, and having children – there are many reasons why your customer data today might not look the same tomorrow. The more data, and systems you have, the quicker the decay.
Therefore, the approach to data quality should not be about making it accurate today. But how you can ensure it is fit for purpose whenever you want to use it.
Real-time updates alert you to changes in your data as they happen, meaning you’re always using the most up-to-date information available. What’s more, if you choose to add in third party data, you’ll be alerted if your customers register fundamental life changes elsewhere.