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Pourquoi la data est-elle aujourd'hui au coeur des enjeux marketing ? Découvrez le point de vue d'Olivier Coppet sur l'avenir de la data.

Data Quality is a major stake for large organizations and software companies are proposing increasing numbers of tools focusing on these issues. The scope of these tools is moving from specific applications (deduplication, address normalization etc …) to a more global perspective integrating all areas of data quality (profiling, rule-detection…). A framework is needed to help managers to choose this type of tool. In this article, we focus on tool-functionalities which aim to measure the quality of data(bases). We explain what one can expect of such functionalities in a CRM context, and we propose a general matrix which can be used for the evaluation and comparison of these tools. ...