A Procedure to Develop Metrics for Currency and its Application in CRM

ABSTRACT

Due to the importance of using up-to-date data in information systems, this article analyzes how the data-quality dimension currency can be quantified. Based on several requirements (e.g., normalization and interpretability) and a literature review, we design a procedure to develop probability-based metrics for currency which can be adjusted to the specific characteristics of data attribute values. We evaluate the presented procedure with regard to the requirements and illustrate the applicability as well as its practical benefit. In cooperation with a major German mobile services provider, the procedure was applied in the field of campaign management in order to improve both success rates and profits.

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INDEX TERMS

Primary Classification:
  H. Information Systems
  H.2 DATABASE MANAGEMENT
      H.2.7 Database Administration
          Subjects: Data warehouse and repository

Additional Classification:
  J. Computer Applications
  J.1 ADMINISTRATIVE DATA PROCESSING
      Subjects: Marketing

  K. Computing Milieux
  K.6 MANAGEMENT OF COMPUTING AND INFORMATION SYSTEMS
      K.6.4 System Management
          Subjects: Quality assurance

General Terms:
Economics, Management, Measurement

Keywords:
Data quality, information quality, metrics