Glossary

Your one-stop-shop for understanding the world of brand and brand tracking terminology

Data Quality

There are five pillars of data quality:

  • completeness

  • reliability

  • consistency

  • timeliness

  • accuracy

Ultimately, the goal is to ensure that your data represents reality and is not skewed by errors or biases. At Latana, we employ a number of techniques when gathering and processing data to ensure that it is both highly accurate and reliable.