Clean data is the real start of any analysis or intelligence activity or processes. Many organisations are saddled with historical data which has been collected in a sub-optimal manner. While there could have been a sincere attempt to know more about the customer but carelessly collected data with incorrect entries serves no purpose.

Unclean data may end up pointing in the wrong direction leading to errors and bad experience. Today there are techniques which can help rectify a few of the collection problems. Also, now there are algorithmic solutions to rectifying some part of the data. Of course, it will need to be revalidated, but at least it gives us an excellent point to start.