As a business becomes more successful and grows, it’s database needs to scale. And as the need to collect and maintain more data increases, so do problems including: faulty data entry, data that is incorrect or goes stale over time, issues with data migration, and disparate upstream legacy, and big data systems. All of these problems lead to one thing: bad data. High quality data is key to uncovering meaningful insights and new opportunities. Bad data, on the other hand, reduces marketing, sales and operational efficiency, prevents accurate insight and results in poor decisions.