Nancy Kasmarski

By Hallie Mummert Data mining initiatives are all the rage these days, especially modeling and clustering. These analytical processes can provide tremendous insight into which customers are most/least profitable and how to identify others like them; which products sell best; and which channels deliver a strong return on investment. That is, they can if your database is clean enough, complete enough, and updated enough to give you reliable information. According to a white paper titled "Data Quality: A Problem and an Approach" by Javed Beg and Shadab Hussain of data warehousing firm Wipro Technologies, on average, 15 percent of the data in a U.S.

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