Data, Big Data and Analysis are the terms that define action around today’s marketing efforts. But at the base of the quality marketin remains quality data. According to writer Jasmine Morgan, data quality is non-negotiable and it plays the key role in planning and executing the marketing efforts. On improvement of data quality, Morgan states: “First we need to understand that there are many reasons for the poor quality of data, not only the two aforementioned initial capturing errors or later errors concerning poor stewardship of the data. Master Data Management (or MDM)... [...]