Data Quality Concepts

7 December 2012

TCS Public

Agenda
Data Quality Concepts (3 hrs 15 mins) Introduction to Data Quality XI R2 (45 mins) Using the Project Architect (2 hrs) Using Transforms (10 hrs) Matching and Consolidation Records (10 hrs)

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What is Data Quality?

Data Quality refers to the quality of data.

Data are of high quality if they are fit for their intended uses in operations, decision making and planning
It is the state of completeness, validity, consistency, timeliness and accuracy that makes data appropriate for a specific use

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Why Data Quality?

Companies often cannot rely on the information that serves as the very foundation of their primary business applications Inaccurate/ inconsistent data can hinder a company's ability to understand its current and future business problems

This leads to poor decisions that can cause a host of negative results, including lost profits, operational delays, customer dissatisfaction and much more In short, the effectiveness and quality of decision-making is limited to the quality of the data residing in it

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Poor Data Quality Leads to

Inability to compare data from different sources Data entered into the wrong fields Lack of consistent data definitions

Inability to consolidate data from multiple sources

Inability to track data across time Inability to comply with government regulations

Delayed or rejected reimbursement from third party providers

The inability to determine important relationships

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Examples
T.Das|97336o8327|24.95|Y|-|0.0|1000 Ted J.|973-360-8779|2000|N|M|NY|1000 Can we interpret the data? What do the fields mean? What is the key? The measures? Data glitches Typos, multiple formats, missing / default values Metadata and domain expertise Field three is Revenue. In dollars or cents? Field seven is Usage. Is it censored? Field 4 is a censored flag. How to handle censored data?

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Data Glitches
Systemic changes to data which are external to the recorded process.

Changes in data layout / data types Integer becomes string, fields swap positions, etc. Changes in scale / format Dollars vs. euros Temporary reversion to defaults Failure of a processing step Missing and default values Application programs do not handle NULL values well Gaps in time series Especially when records represent incremental changes.

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Meaning of Data Quality

There are many types of data, which have different uses and typical quality problems Federated data High dimensional data Descriptive data Longitudinal data Streaming data Web (scraped) data Numeric vs. categorical vs. text data

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Meaning of Data Quality

There are many uses of data Operations Aggregate analysis Customer relations Data Interpretation : the data is useless if we dont know all of the rules behind the data. Data Suitability : Can you get the answer from the available data Use of proxy data Relevant data is missing

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Data Quality Constraints

Many data quality problems can be captured by static constraints based on the schema. Nulls not allowed, field domains, foreign key constraints, etc Many others are due to problems in workflow, and can be captured by dynamic constraints E.g., orders above $200 are processed by Biller 2 The constraints follow an 80-20 rule A few constraints capture most cases, thousands of constraints to capture the last few cases. Constraints are measurable. Data Quality Metrics?

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Data Quality Metrics

We want a measurable quantity Indicates what is wrong and how to improve Realize that DQ is a messy problem, no set of numbers will be perfect Types of metrics Static vs. dynamic constraints Operational vs. diagnostic Metrics should be directionally correct with an improvement in use of the data. A very large number metrics are possible Choose the most important ones.

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Examples of Data Quality Metrics

Conformance to schema Evaluate constraints on a snapshot Conformance to business rules Evaluate constraints on changes in the database Accuracy Perform inventory (expensive), or use proxy (track complaints). Audit samples? Accessibility Interpretability Glitches in analysis Successful completion of end-to-end process
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Typical Data Quality Business Drivers

Inability to make solid business decisions due to lack of trust in the data driving business intelligence efforts Failed business and marketing programs that were based on poor data Inability to target best customers and suppliers Increased cost due to inability to deliver product and returned direct marketing pieces and bills/invoices Compliance concerns and the legal and financial risks of reporting and acting on bad data Rework or process delays due to duplicate or incorrect data within enterprise systems Decline in customer satisfaction and perceptions

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Data Quality Issues

Data content errors Missing data Invalid data Data that is significantly different than all other data Multiple formats for the same data elements Different meaning value for the same code value Multiple code values with the same meaning Field overuse: used for unintended purpose Data in filler Errors related to migration during ETL process Normalization Inconsistencies Duplicate or lost data Data structure problems

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Categories of Data Quality Problems

Accuracy Objectivity Believability Reputation Relevancy Value-added Timeliness (currency) Completeness Amount of Information Interpretability Ease of Understanding Consistent Representation Concise Representation Access Security

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Where does Data Quality fits in EDW?

Option 1
Option 2
RDBMS
Cleansing, Transformation, Validation, Massaging

Option 3

ERP

Client Browsers

ODS

Network

Extraction

CRM

STAGING AREA

DW

Data

Mainframe DBs

Aggregation, summarization, Data Mart Population, Dimension loading, Fact Loading

Marts
Reports, Cubes, Analysis, Data mining, Dashboards, MIS reports, Company Quarterly reports etc..
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PC DBs

Option 1
Data Quality is performed at the Data Source itself and the result is over written on the source itself

This is a good option as the data is in sync throughout the EDW

The report generated from source will be in sync with reports out from data warehouse The only drawback is Data Quality needs to be performed at every source system separately and standardization needs to be done during ETL

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Where does Data Quality fits in EDW?

Option 1
Option 2
RDBMS
Cleansing, Transformation, Validation, Massaging

Option 3

ERP

Client Browsers

ODS

Network

Extraction

CRM

STAGING AREA

DW

Data

Mainframe DBs

Aggregation, summarization, Data Mart Population, Dimension loading, Fact Loading

Marts
Reports, Cubes, Analysis, Data mining, Dashboards, MIS reports, Company Quarterly reports etc..
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PC DBs

Option 2
Data Quality is performed during ETL and the result is stored in the Staging area This is the most appropriate place to perform Data Quality

Data can from all the possible sources of EDW can be cleansed, standardized and consolidated at one time
No separate standardization needs to be done Clean data reduces the ETL effort as the data is cleansed and the number of records failing during ETL reduces

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Where does Data Quality fits in EDW?

Option 1
Option 2
RDBMS
Cleansing, Transformation, Validation, Massaging

Option 3

ERP

Client Browsers

ODS

Network

Extraction

CRM

STAGING AREA

DW

Data

Mainframe DBs

Aggregation, summarization, Data Mart Population, Dimension loading, Fact Loading

Marts
Reports, Cubes, Analysis, Data mining, Dashboards, MIS reports, Company Quarterly reports etc..
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PC DBs

Option 3
Data Quality is performed at Data warehouse store and the result is over written on the data warehouse itself This is not a recommended option as the data is stored in highly denormalized format Also DW stores historic data, so the amount of data to operate on and perform Data Quality is very high Here the incorrect data will enter the DW and will be cleansed at a later stage The erroneous/ duplicate records need to be deleted from the DW after data quality operation is performed

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Data Quality Process

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Data Profiling

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Data Profiling
Before improving the quality of data it is imperative to assess the current quality of data

Data profiling includes:

Setting data quality goals Creating a data Quality strategy Measuring data defects Analyzing cause and impact of those defects Reporting the results to key stakeholders

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Assessing Data
4-Revisit Definitions, Weights 3-Profile Data

Source Data 7-Maintain

2-Weight
1-Define Issues /Impact

5-Findings

6-Address

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Pre-requisites for Data Profiling - Defining Issues

Source Data Standard list Key requirements Content Structure Completeness Update list by project or source

1-Define Issues

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Pre-requisites for Data Profiling - Defining Issues Sample

Constants Definition Mismatches Filler Containing Data Inconsistent Cases Inconsistent Data Types Inconsistent Null Rules Invalid Keys Invalid Values Miscellaneous Missing Values Orphans Out of Range Pattern Exceptions Potential Constants Potential Defaults Potential Duplicates Potential Invalids Potential RedundantValues Potential Unused Fields Rule Exceptions Unused Fields
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Source Data

1-Define

Issues

Pre-requisites for Data Profiling - Weight Impact

Source Data After the issues are initially identified: Some issues are more critical than others
2-Weight
1-Define Issues /Impact

Weights are not priorities Assign a weighting factor (1-5) Weighting factors SHOULD change by project

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Profile Data

Source Data
3-Profile Data 2-Weight 1-Define Issues /Impact

What does Data Profiling mean?

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What is Data Profiling?

Use of analytical techniques on data for the purpose of developing a thorough knowledge of its content, structure & quality A process of developing information ABOUT data instead of information FROM data. This is multi-step process Collect documentation Review the DATA itself Compare data to documentation Identify and detail specific issues

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Data Profiling Sample

Information ABOUT Data: (Data Profiling) 30% of entries in SUPPLIER_ID are blank the range of values in UNIT_PRICE is 5.99 to 4599.99 there are 14 ORDER_HEADER rows with no ORDER_DETAIL rows Information FROM Data: (not Data Profiling) Texas auto buyers buy more Cadillacs per capita than any other state The average mortgage amount increased last year by 6% 10% of last year's customers did not buy anything this year

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Data Profiling Process

Data Profiling

Inspecting the data for compliance to business rules Comparing heterogeneous data sources Discovering any defects and measuring their impact on your business Reporting findings to stakeholders Communicating business rules to be used in cleansing Automating all of the above to provide continuous monitoring

Performs summary, frequency, completeness, uniqueness, and redundancy profiling Data Profile

Tests unique and inferred primary keys, foreign keys, and inferred rules/relationships Structural Integrity

Tests for unique primary keys, foreign keys, and foreign key parents

Validity

Business Rule Compliance

Using your business rules, indicates which fields contain invalid values

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Data Profiling
Data profiling tools scan every single record in every single column and table in a source system. They generate the following List of data values

Statistics
Charts New Structures Range and distribution of values in each column Relationships between columns Drill down from summary views Other operations

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Benefits of Data Profiling

Evaluate more data in less time Generates more information such as charts etc Some create appropriate data cleansing rules as well 100 percent accuracy and completeness Used to audit cleanliness of existing databases [ e.g. : to find missing or duplicate values ] Exposes inconsistent business processes [ e.g. : each unit uses different product codes ] Drill down from summary views Mitigates the risk posed by poor data quality Enables effective decision making by delivering trustworthy data
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Post Data Profiling - Revisit

Review the issues and weights Should there be more or less issues What are they? Are the relative importance of each issue different? Source Data
3-Profile Data 2-Weight 1-Define Issues /Impact 4-Revisit Definitions, Weights

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Post Data Profiling - Findings

Your findings tell others about the data
Documented reports and/or charts Results database Quality Assessment Score Source Data
3-Profile 4-Revisit Definitions, Weights

Data
2-Weight 1-Define Issues /Impact

5-Findings

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Findings-Chart
Sample Company Issue Findings
Constant

25

Definition Mismatch Filler Containing Data Inconsistent Case Inconsistent Data Type Inconsistent Null Rule Invalid Keys Invalid Values

20

Count of Issues

15

Miscellaneous Missing Values Orphans Out of Range

10

Pattern Exception Potential Constant Potential Default Potential Duplicates Potential Invalid Potential Redundant Potential Unused

0 Issue Category

Rule Exceptions Unused

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Findings-Chart
Issue T yp e Constants Definition Mismatches Filler Containing Data Inconsistent Cases Inconsistent Data T ypes Inconsistent Null Rules Invalid Keys Invalid Values Miscellaneous Missing Values Orphans Out of Range Pattern Exceptions Potential Constants Potential Defaults Potential Duplicates Potential Invalids Potential RedundantValues Potential Unused Fields Rule Exceptions Unused Fields Issues D isco ve re d 1 4 1 3 15 6 1 1 10 18 2 3 10 1 1 3 4 21 1 3 1 110 P o ssib le Issue s 59 59 59 59 59 59 3 59 59 59 2 59 59 59 59 59 59 59 59 3 59 1070 89.7%

R a w S co re

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Findings-Chart
W e ig ht F a cto r 4 2 3 1 2 3 5 5 1 3 4 5 4 2 2 1 3 4 3 5 4 Issue T yp e Constants Definition Mismatches Filler Containing Data Inconsistent Cases Inconsistent Data T ypes Inconsistent Null Rules Invalid Keys Invalid Values Miscellaneous Missing Values Orphans Out of Range Pattern Exceptions Potential Constants Potential Defaults Potential Duplicates Potential Invalids Potential RedundantValues Potential Unused Fields Rule Exceptions Unused Fields Issues P o ssib le D isco ve re d Issue s 1 59 4 59 1 59 3 59 15 59 6 59 1 3 1 59 10 59 18 59 2 2 3 59 10 59 1 59 1 59 3 59 4 59 21 59 1 59 3 3 1 59 110 1070 76.2%
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W e ig hte d S co re

Findings-Chart

5 4 3 2 8 35 30 21 35.03% 31.19% 10.17% 8.90% 175.1% 124.7% 30.5% 17.8%

1 16 9.04% 9.0%

Weight Factor Issues identified in weight factor Average rate per factor Total Average by weight

Weighted Issue Rate Weighted Assessment Score 23.8% 76.2%

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Post Data Profiling - Address the Issues

Addressing your findings Actual vs. Potential Subject Matter Expertise Cleansing Requirements Source Data
3-Profile 4-Revisit Definitions, Weights

Data
2-Weight 1-Define Issues /Impact

5-Findings

6-Address
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Post Data Profiling - Maintain Vigilance

Maintain Complete the cycle Periodic review Document score changes Source Data 7-Maintain
3-Profile
Data 2-Weight 1-Define Issues /Impact 4-Revisit Definitions, Weights

5-Findings

6-Address
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Why Do The Assessment?

Quantify the quality issues

Isolate true problems

Proactive review reduces the cost of resolving issues reduces the risk of customer dissatisfaction Define the scope of issues Determine the resources required to address issues

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Why Do The Assessment?

Cost to Address an Issue

Project Costs

Project Timeline

When you find an Issue

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Data Assessment Drives Cleansing

Address validation

Data Assessment Analysis

Sharing results

Data Quality Cleansing

Analysis Functions

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Data Cleansing

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Data Cleansing
Data cleansing is also called Data Scrubbing It is the process of amending or removing data in a database that is incorrect, incomplete, improperly formatted, or duplicated An organization in a data-intensive field like banking, insurance, might use a data scrubbing tool to systematically examine data for flaws by using rules, algorithms, and look-up tables

Typically, a database scrubbing tool includes programs that are capable of correcting a number of specific type of mistakes, such as adding missing zip codes or finding duplicate records

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Data Cleansing (Customer Data)

Cleanses and standardizes customer data such as names/addresses, emails, phone numbers, SSNs, and dates Manages international data for over 190 countries and reads and writes Unicode data Removes errors to uncover true content of database Improves integrity of data to identify matches and ultimately create a single customer view

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Data Cleansing (Customer Data)

Output record Input record Maggie.kline@future_electronics.com Margaret Smith-Kline phd FUTURE Electronics 5/23/03 101 6th ave manhattan ny 10012 001124367 Salutation: Ms. First name: Margaret Last name: Smith-Kline Postname: Ph. D. Match standards: Maggie, Peg, Peggy Gender: Strong Female Company name: Future Electronics Address 1: 101 Avenue of the Americas City: New York State: NY ZIP+4: 10013-1933 Email: maggie.kline@future_electronics.com SSN: 001-12-4367 Date May 23, 2003

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Data Cleansing (Operational Data)

Parses and standardizes business data
Such as account numbers, product codes, product descriptions, purchase dates, part numbers, SKUs, etc. Utilizes a rule-based parsing and rule editing architecture for even greater customized results Provides GUI that allows users to determine how their data is parsed, and evaluate the impact of their customized changes

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Data Cleansing (Operational Data)

Description Kallkyle screw test steel plate 20 x 35 mm Product screw plate 20x35 mm steel Dimension Type Form Kallkyle test

wire 23.33 x 40.50 cm

plain wire 23.33 x 40.50 cm diagonal wireless transmitter, frequency 23.49 34 x 60 mm steel plate

wire
wire transmitter

23.33 x 40.50 cm
23.33 x 40.50 cm wireless 34 x 60 mm steel plain

plate

steel plate 34,0 60 mm

34.0 x 60,0 mm steel plate 34 x 60 mm steel plate ? plate plate steel plate

plate
plate plate plate plate plate

34 x 60 mm
34 x 60 mm 34 X 60 mm

steel
steel steel

steel

steel plate

plate

steel
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Data Cleansing Parsing Data

It is the placement of various data elements into appropriate fields
Parsing is a vital step for cleaning and matching stages It may also include rearranging data elements in a single field or moving elements to multiple, more discrete fields It may also include removing unwanted characters, words, or spaces in your data. Breaking data into more manageable components increases the reliability of correction techniques

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Data Cleansing Parsing Data

Parsing rules can be based on Type of data, Clues found within the data itself, or A library of common data patterns
Typically, DQ technology includes pre-built vocabularies, grammars & a host of modifiable expression files which help in efficiently & correctly parse data

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Data Cleansing Parsing Data

Example below shows how parsing identifies & isolates individual elements from an input record
Input field Mr. Tom J. Jones, Jr., CPA Account Mgr. Parsed output fields Prename Mr.

First Name Middle Name

Last name Maturity Postname Other Postname Title

Tom J.
Jones Jr. CPA Account Mgr.

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Data Cleansing Standardizing Data

Data not assessed for DQ show multiple permutations of data and other anomalies It is used for creating a uniform nomenclature for common record Example
ACME Manufacturing Corporation Acme Mftg Corp ACME ACME Manufacturing

In a Standardization scheme complete data is changed to a Standardized format Once done, you get the complete picture of the relationship with the organization (here ACME Manufacturing Corporation) This is so because all permutations have now been standardized to one naming convention

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Data Cleansing Standardizing Data

Another example, if the following are all representations for the top officer in a company: President Owner Chief Executive Officer CEO C.E.O. President/Owner

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Data Cleansing Standardizing Data

To make the records more consistent you can standardize date formats, greetings, case and punctuations E.g.
Input record Purchase order: PO123456 Date of purchase: 030106 Description: wire rope, 3 diameter, 1 Output record Purchase order : 12-3456 Date of purchase : 03-01-06 Description : Wire Rope Diameter : 3 Quantity : 1

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Data Cleansing Standardizing Data

Real life Example of customer data analysis going incorrect due to lack of standardization

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Data Cleansing Cleansing Data

Takes incorrect or erroneous data as input Apply a series of transformations to obtain correct and complete data as the output Depending on the data type, it may also be possible to compare the value of a data element to a known list of possible values and resolve incomplete data to one of the known values It is also possible to append additional data or insert incomplete or missing data

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Data Cleansing Cleansing Data

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Data Cleansing Cleansing Data

Example Here the address is corrected, city is appended and state name is corrected by comparing the input record to a directories/ dictionaries to obtain the correct value
Input record Tom_Jones@email.com Tom J. Jones 101 6th Avenue ny Output record Salutation: Mr. First Name: Tom Last Name: Jones Address: 101 Avenue of Americas City: New York State: NY

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Data Enhancement

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Data Enhancement
Data enhancement is appending additional data Example credit ratings, demographics, geocoding information, email addresses, etc. are appended to existing data in order to increase its overall utility of the input record

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Data Enhancement
Completes records with directory information by appending name, address, phone number, or email address Provides geocoding information append capabilities for geographic and demographic marketing initiatives Provides geospatial assignment (FIPS codes) of customer addresses for tax jurisdictions, insurance rating territories, and insurance hazards, etc.

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Data Enhancement
Example of Directory, Goecoding and Geospatial information that has been appended to a record containing an address

Margaret Smith-Kline, Ph.D. Future Electronics 101 Avenue of the Americas New York, NY 10013-1933 Appended information: Phone: (222) 922-9922 Latitude: 40.722970 Longitude: -74.005035 Match quality: Highest quality address FIPS Code: State: 36 New York FIPS Code: County: 061 New York FIPS Code: Place: 51000 New York Special District: No City Type: City Class Code: C1 Incorporation Flag: 1 Taxing Authority Name: New York Taxing Authority FIPS Code: 3606151000 Taxing Authority Remittance: 3600000000 Census Tract ID: 360610051001.01 Block Group ID: 360610051001012 Date Annexed: 122003 Date Updated: 042004 Date Verified: 042004
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Matching and Consolidation

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Matching
Identifying duplicate records within the same or even differing databases

This is the heart of data warehousing

One of the greatest challenges in matching is creating a system that incorporates your business rules criteria for determining what constitutes a match

These business rules will vary from one organization to another, and from one application to another
Example 1 you may require that name & address information match exactly Example 2 you may accept wider address variations, as long as the name & phone number match closely

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Data Matching

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Data Matching

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Data Matching

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Consolidation
Once youve located the matching records in your data, you can identify relationships between customers and build a consolidated view of each This critical component of successful one-to-one marketing allows you to gain a clearer understanding of your customers Methods for consolidation: combines all of the data on any given customer using all of the available data sources customer relationship identification reveals links between your customers

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Consolidation

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Matching and Consolidation

Input records
Ms Margaret Smith-Kline Ph.D. Future Electronics 101 Avenue of the Americas New York NY 10013-1933 maggie.kline@future_electronics.com May 23, 2003

Consolidated record
Name: Ms. Margaret Smith-Kline Ph.D. Company name: Future Electronics Co. LLC SSN: 001-12-4367 Purchase date: 5/23/2003 Address: 101 Avenue of the Americas New York, NY 10013-1933 Latitude: 40.722970 Longitude: -74.005035 Fed code: 36061 Phone: (222) 922-9922 Email: maggie.kline@future_electronics.com

Maggie Smith Future Electronics Co. LLC 101 6th Ave. Manhattan, NY 10012 maggie.kline@future_electronics.com 001-12-4367 Ms. Peg Kline Future Elect. Co. 101 6th Ave. New York NY 10013 001-12-4367 (222) 922-9922 5/23/03

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Matching and Consolidation

Unlocking the relationships between distinctly different sets of data Householding data to identify members of same household, corporation or any other hierarchy Identifying snowbirds i.e. individuals or households with multiple residences Creating a panoramic single best record De-duplication of records in database Preventing firms from doing business with entities on government watch lists Providing identity resolution to uncover non-obvious relationships for fraud detection

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Snow Removal
Example
Owen Marketing Corp Trustee IRA DTD 9/01/98 John Owen

Only 4 characters in the second line are contained in the first line, applying any matching algorithm to these 2 examples would surely fail. To successfully match John to his company, the snow must first be removed, leaving the clean company name Owen Marketing Corp. Owen merely comprises 4/17th or 23.5 percent of the line. Only after determining an appropriate weighting factor for each word can these lines be accurately matched so that Owen, the only important word in the first example, can be cross-referenced to Johns last name.

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Householding (Hierarchal Matching)

Householding links consumer records that contain the same address and last name. Use this strategy when matching business rules consists of multiple levels of consumer relationships By identifying the characteristics and buying habits of a group or household, you can create special offers and better target direct marketing efforts
Address Family Name

Individual

Consumer Householding

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Business Grouping (Hierarchal Matching)

Business grouping combines business records that share such information as company name, address, department, or title.
Use this strategy when matching business rules consists of multiple levels of corporate relationships
Firm Name Family Name

Dept

Corporate Householding

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Importance of Eliminating Duplicate Data

Truly see each customer, and generate accurate data about them Enhance response rates of marketing promotions Reduce the risk of offending customers with repeat offers Identify trends and patterns to accurately target new prospects The costs of duplicate faxes, mailings, and other forms of communication can add up quickly if duplication exists within the database.

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Importance of Eliminating Duplicate Data

Any analysis of data, such as reporting, data mining, determining the success of marketing campaigns, and forecasting, etc. can be heavily skewed as a result of redundant data. Customer service efforts are diminished when customer information is spread across multiple records, giving customer service reps only a partial view of the account, & a limited ability to professionally service & make a good impression with the customer Potential clients will lose respect for an organization that has multiple salespeople call on them, & sales rep motivation will suffer as well.

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Continuous Monitoring

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Continuous Monitoring
Set-up existing or inferred business rules/tasks Automatically discovers business rules and relationships that might otherwise go unnoticed

Set thresholds and schedule assessment

Automatically notify you when your continuously monitored tasks exceed that threshold Notification includes the details about the threshold

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Dashboard Reports

Offers robust set of graphical and dashboard reports to aid in quick identification of data problems

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Questions???

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