Sometimes getting the data quality right is just hard, if not impossible. Even after implementing data quality tools, acquiring third-party data feeds, and implementing data steward remediation processes, often the business is still not satisfied with the quality of the data. Data is still missing and considered old or irrelevant. For example: Insurance companies want access to construction data to improve catastrophe modeling. Food chains need to incorporate drop-off bays and instructions for outlets in shopping malls and plazas to get food supplies to the prep tables. Global companies need to validate address information in developing countries that have incomplete or fast-changing postal directories for logistics. What it takes to complete the data and improve it has now entered the realm of hands-on processes.
Crowdflower says they have the answer to the data challenges listed above. It has a model of combining a crowdsourcing model and data stewardship platform to manage the last mile in data quality. The crowd is a vast network of people around the globe that are notified of data quality tasks through a data stewardship platform. If they can help with the data quality need within the time period requester, the contributor accepts the task and get to work. The crowd can use all resources and channels available to them to complete tasks such as web searches, visits, and phone inquiries. Quality control is performed to validate crowdsourced data and improvements. If an organization has more data quality tasks, machine learning is applied to analyze and optimize crowd sourcing based on the scores and results of contributors.
I had a conversation recently with Brian Lent, founder, chairman, and CTO of Medio. If you don’t know Brian, he has worked with companies such as Google and Amazon to build and hone their algorithms and is currently taking predictive analytics to mobile engagement. The perspective he brings as a data scientist not only has ramifications for big data analytics, but drastically shifts the paradigm for how we architect our master data and ensure quality.
We discussed big data analytics in the context of behavior and engagement. Think shopping carts and search. At the core, analytics is about the “closed loop.” It is, as Brian says, a rinse and repeat cycle. You gain insight for relevant engagement with a customer, you engage, then you take the results of that engagement and put them back into the analysis.
Sounds simple, but think about what that means for data management. Brian provided two principles: