Nowhere is the “garbage in garbage out” adage more fitting than in business intelligence. If, for example:
- e-mail addresses are blank or incorrectly entered
- phone numbers do not include the area code or country code, or
- states are inconsistently abbreviated (e.g. Wisconsin is abbreviated “WI”, “Wis”, “Wisc”)
Regional BI reports will be incomplete and sales and service teams will be hard-pressed to follow up on new leads and issues.