A PROCEDURE TO DEVELOP METRICS FORCURRENCY AND ITS APPLICATION IN CRM

Due to the importance of using up to date data in information systems, this paper analyzes how thedata quality dimension currency can be quantified. Based on several requirements (e.g. normalization andinterpretability) and a literature review, we design a procedure to develop probability based metrics for currencywhich can be adjusted to the specific characteristics of data attribute values. We evaluate the presentedprocedure with regard to the requirements and illustrate the applicability as well as its practical benefit. Incooperation with a major German mobile services provider, the procedure was applied in the field of campaignmanagement in order to improve both success rates and profits....