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CASE STUDY 1.

1 - Bad data can


result in brand damage.
Aim :
To identify how bad data may impact on brand image
To study the importance of brand image for business growth
To study the importance of accurate data in gaining profit for a
business

Introduction :
Bad data occupies an increasing amount of an IT teams time and
budget.
With corporate data growing at about 40 per cent each year, IT teams
already find themselves spending up to 50 per cent of their available budget
on information scrap and rework projects. Managing data quality does not
happen by accident. Nor should it be the exclusive role of the IT team. This
incomplete data is a sign of a lack of process, a lack of preparation at the
heart of the business, and it has to be tackled before anything else. The best
way to minimise the bad data that exists in an organisation is to understand
the lifecycle of customer data and identify the critical points where quality
issues can arise.

Content :
1. Give incorrect information of the product to the customer may fool the
customers & lost the customers trust.
- if a products height was wrong by as little as half an inch,
customer returns increased by 3.4%.

2. Customers wanted to know more about the product descriptions that


they are buying. When company failed to give complete information on
product, customer will start having doubt/ less trust on the brand.
- Its ingredients or materials, how it was shipped, and even its
impact on the environment.
3. When manager make wrong decision making, it may effect the
customer & may ruin the brand.
- Senior executives are trying to understand the risks to their
business, for example ingredients that can cause an allergic
reaction but are not correctly identified.
4. Shipping wrong product will tarnish the image of company. Other will
think company are not so serious in business.
- cause companies to ship wrong product/quantity, or to change
the wrong price.
5. Improving data quality.
6. Ensure right parties hold the right level of information.
7. Retailers have to provide more data, either at the point of sale, online
or in catalogues to customer.
8. Improve operational efficiency of company.
9. Improve product availability on shelves.

How bad data impact on Brand?

Customer satisfaction to diminish


Customer relationship to fail/break
Customers to defect
Bad decisions due to lack of trust in data content.

Bad data highly impact on the customer trust on the brand. It gives big
impact when the brands fail to give valid information about the product to
the customers.

Suggestions :

The typical business has 3 key elements of data management. The


first
includes business applications such as CRM, enterprise resource planning
and customer information systems. The second is data processing where
data is extracted, transformed and loaded, and the third is the storage where
data is warehoused, integrated and analysed.
Organisations often struggle at the intersection of these elements,
particularly when human interaction with data occurs, and thats where the
bad data can emerge. For instance, while most organisations we speak to
have invested heavily in systems that deal with data, in almost every one of
those organisations we observe users manually manipulating data in excel
before use in business critical applications. The capacity for human error and
a lack of understanding of the lifecycle of data can create significant quality
issues, which often are not noticed until its far too late.
Once bad data is discovered within an organisation, the immediate
next
step tends to be to implement a data quality solution. These point solutions
will often simply kick the proverbial can down the road; a fix for any one
application is a temporary solution that will, in an absolute best case
scenario, fix all the existing bad data, but will not save the organisation from
future waves of bad data. Its often the only data quality initiative that an
organisation will undertake because there is a persistent attitude within
business that managing data is the role of the IT team.

Conclusion :
As a conclusion, bad data goes to big impact on brand. Bad data may cause
loss of customer trust, thus lead to brand damage. People need to know the
company product or service exists before they can consider making a
purchase. For startups, raising brand awareness and establishing a degree of
credibility can seem like a big challenge. Develop brand awareness by
approaching it in ways that align with company mission, strategy, and
resources at hand.

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