HUBSPOT
Data Quality Command Center
ROLE
Lead Product Design, Data Visualization, User Testing
Year
2022
Problem
Customer relations management (CRM) data operation professionals and admins lack visibility into most data quality issues and this fact alone has large implications for their organizations’ success. They are often made aware of symptoms of a significant data problem way too late, as bad data has already been used which may result in ineffective marketing campaigns, inefficient sales processes and results, incorrect reporting, and therefore wrong business insights.
The Data Quality Command Center provides CRM Ops and Admins the ability to quickly gain insights and identify potential data issues that can have an impact in downstream teams.
Research
The research team ran a series of studies, surveys, and customer interviews with the intent to learn and identify the leading data quality issues admins and operations professionals face in their roles and organizations.
Key insights
Data source, usage, governance, and age were the leading indicators of Data Health.
Data Health
Customers don’t trust their data and create workarounds to deal with data issues.
Data Health
End-users were usually the ones noticing signals of Data quality issues and not effectively communicated upstream.
Visibility
Data Ops and Admins, responsible for data hygiene, have little contact with how and where the data is being used.
Visibility
Ops users’ role is currently reactive: they respond to reports of issues. It would help ops users tremendously if their roles could shift from fixing reported issues to proactively maintaining data health.
Behavioral
No software does a good job generating trust or improving data health, so this is a huge opportunity.