Understanding Why Marketing Does Not Use the Corporate Data Warehouse for CRM Applications
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High-quality data enhances the accuracy, fairness, robustness, and scalability of machine learning models.
“Conversely, high-quality data enhances the accuracy, fairness, robustness, and scalability of machine learning models, underscoring the importance of specialized tools in the era of data-centric AI [33]. [34]”
From Data Quality in the Age of AI: A Review of Governance, Ethics, and the FAIR Principles (2025) · cites this paper as [34]
Consequences of poor-quality data include lost revenue, overlooked market segments, and hindered research progress.
“Consequences include lost revenue, overlooked market segments, and hindered research progress.”
From Data Quality in the Age of AI: A Review of Governance, Ethics, and the FAIR Principles (2025) · cites this paper as [34]
In healthcare, incomplete patient records may obscure critical patterns, delaying discoveries.
“In healthcare, incomplete patient records may obscure critical patterns, delaying discoveries.”
From Data Quality in the Age of AI: A Review of Governance, Ethics, and the FAIR Principles (2025) · cites this paper as [34]
Missed opportunities amplify long-term competitive disadvantages.
“Such missed opportunities amplify long-term competitive disadvantages [34,75]”
From Data Quality in the Age of AI: A Review of Governance, Ethics, and the FAIR Principles (2025) · cites this paper as [34]
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- Authors
- Payton, F. C., & Zahay, D.
- Affiliations
- Northern Illinois University (US)
- Corresponding author
- Zahay, Debra
- Venue
- Journal of Database Marketing & Customer Strategy Management
- Published
- 2003-07
- Volume
- 10
- Issue
- 4
- Pages
- 315-326
- ISSN
- 1741-2439 (ISSN-L)
- 1741-2447
- OpenAlex
- W2047401239
- Cited by
- 30
- References
- 17
- Citations by year
- 2025: 1 · 2023: 1 · 2018: 2 · 2016: 1 · 2012: 5
- FWCI
- 5.44
- Type
- journal article
- Language
- en
- Open access
- bronze
- doi.org
- Licence
- www.springer.com/tdm (tdm)
- Locations
- Journal of Database Marketing & Customer Strategy Management (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Management Information Systems › Big Data and Business Intelligence
- Social Sciences › Business, Management and Accounting › Management Information Systems › ERP Systems Implementation and Impact
- Social Sciences › Business, Management and Accounting › Strategy and Management › Corporate Governance and Management
- Keywords
- corporate data warehouse, customer relationship management, marketing functions, implementation success, information quality, user training, health care payers, user expectations
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