Don’t Let Bad Data Scare You This Halloween
Most of us here in North America grew up trick-or-treating on Halloween. But did you know the history behind this day?
In early Celtic culture, the feast of All Hallows Eve (or Allhallowe’en) was a time of remembering the souls of the dead – and at a more practical level, preparing for the “death” of the harvest season and the winter to follow. People wore costumes representing the deceased, who by legend were back on earth to have a party or (depending upon cultural interpretation) cause trouble for one last night, and people gave them alms in the form of soul cakes – which evolved to today’s sweet treats – to sustain them.
So what were people preparing for in celebrating Halloween? Good data quality, of course. Back then, when your “data” consisted of the food you grew, people took precautions to protect it from bad things by taking the preventative measure of feeding the dead. Today, Halloween is a fun celebration that actually has some important parallels for managing your data assets. Here are just a few:
An automated process. The traditions of Halloween let people honor the dead and prepare for the harvest in a predictable, dependable way. Likewise, data quality ultimately revolves around automated tools that take the work – and risk – out of creating a smooth flow of business information.
Organizational buy-in. Unlike many other holidays, Halloween was a community celebration fueled by the collective efforts of everyone. Every household took part in providing alms and protecting the harvest. In much the same way, modern data governance efforts make sure that all of the touch points for your data – when it is entered, and when it is used – follow procedures to ensure clean, error free leads, contacts and e-commerce information.
Threat awareness. Halloween was designed to warn people away from the bad guys – for example, the bright glow of a Jack-o-lantern was meant to keep people away from the spirit trapped inside. Today, data quality tools like order and credit card BIN validation keep your business away from the modern-day ghouls that perpetrate fraud.
An ounce of prevention. This is the big one. Halloween represented a small offering to the dead designed to prevent greater harm. When it comes to your data, prevention is dramatically more cost- effective than dealing with the after-effects of bad data: this is an example of the 1-10-100 rule, where you can spend one dollar preventing data problems, ten dollars correcting them, or $100 dealing with the consequences of leaving them unchecked.
These costs range from the unwanted marketing costs of bad or fraudulent leads to the cost in lost products, market share and customer good will when you ship things to the wrong address. And this doesn’t even count some of the potentially big costs for compliance violations, such as the Telephone Consumer Protection Act (TCPA) for outbound telemarketing, the CAN-SPAM act for email marketing, sales and use tax mistakes, and more.
So now you know: once upon a time, people mitigated threats to their data by handing out baked goods to people in costumes. Now they simply call Service Objects, to implement low-cost solutions to “treat” their data with API-based and batch-process solutions. And just like Halloween, if you knock on our door we’ll give you a sample of any of our products for free! For smart data managers, it’s just the trick.