The way we collect, store and use data is constantly changing, but the need for it to be verified, accurate and free of redundancies remains the same.

Although contact data quality software and list management policies are vital components of a governance program, Dylan Jones says in a Data Roundtable column that communication is the most powerful of the data quality tools.

No matter how well-thought-out or comprehensive a DQ strategy may be, it will stumble at the gate if it's not clearly expressed to everyone in the organisation. Unfortunately, this lack of clarity happens all too often.

"It's something that often gets lost, I feel, when we're putting our grand plans together for data quality --  it should actually be the umbrella that spans your whole program," Jones writes, adding that every phase of the project should have a callback to communication strategy. He notes that it can even be a good idea to "overcommunicate," since doing the bare minimum will likely leave some within the organisation in the dark.

Consider building a DQ team that includes members from every division of the company. They will be project advocates and can provide insight on the best ways to communicate with employees about what the programme will require to succeed.