7 Reasons It’s Time For A Data “Check-Up”

by Jenny on July 24, 2018 Comments Off on 7 Reasons It’s Time For A Data “Check-Up”

Business Intelligence data are often treated like a person’s teeth. They are used every day and play a vital role in survival, yet they don’t always get the attention (or credit) they deserve. The expectation is they’ll be ready and available to do their job, yet they’re not always a high-priority on a daily basis in terms of upkeep and maintenance.

When things are running smoothly, we go about our usual routine. Until that one day we bite down on a fork or run a quarterly sales report and – boom… pain. Extreme pain. Like, grab your mouth to stop from screaming in the office type of pain.

Now everything comes to a grinding halt and there’s no choice left but to address this issue. The timing is inconvenient. The cost will be high. The process and outcome may not be ideal. But here we are, left with no other choice than to find a solution.

At this point, it’s best to look forward. Find a solution to the existing issues and make a plan to avoid being in this situation again in the future. Unfortunately, resolving the current pain point can be complicated, painful and costly. However, planning to avoid a repeat occurrence is quite simple and painless; start being proactive.

The ultimate goal of a data “check-up” is to clearly understand the current state overall data health. By identify areas of strength and areas in need of attention your company has the insights needed to operate at full capacity long into the future. Sometimes a simple change in toothpaste can help prevent tooth decay. Similarly, a shift in feedback collection methodology might improve the accuracy and reliability of data company-wide.

Here are 7 reasons is a good idea for your company or brand to schedule a data “checkup” –

  1. You don’t know what you don’t know

None of us can predict the future. Simply being aware of our inability to foresee what will happen tomorrow is the very reason we should learn as much as we can today. Where have we been? Where are we at? Where are we headed? The depth and scope of modern Business Intelligence data holds the answers to our pressing questions. We just have to know when, where and how to find them.


  1. What you don’t know CAN hurt you (and it might be hurting you right now)

We all have our blind spots, but sometimes we also lack awareness of a space altogether. It’s one thing to knowingly or strategically ignore a warning sign, but when a warning sign exists an unknown place… this presents a significant long-term danger. Protect your brand from hidden dangers. Leave no stone left unturned.


  1. Give yourself time to take action

If a risk or danger can be identified before its impact is fully realized, something can be done to avoid or soften the blow. After a crisis strikes, available options and paths of action are limited. If no pending concerns arise, then capitalize on the opportunity to expand or advance.


  1. Develop a habit of being proactive

As with many things, the hardest part can be getting started. Once a precedence of proactivity is set, this approach will become part of an ongoing strategy rather than a one-time project. As the frequency increases, so will the level of value gained from each proactive measure.


  1. It’s never as bad as we imagine it will be

As the saying goes, “We have nothing to fear but fear itself.” While an assessment or exam may yield unfavorable news, the initial shock, frustration or disappointment wears off and leads to an opportunity for improvement. If we let our fear of the unknown stop us from gaining knowledge, we’ll never have a chance to do anything about it.


  1. Maintenance is easier than overhaul

A simple cost-benefit analysis of being proactive versus being reactive in decision making clearly shows the value and favorability of being proactive. The overall time, cost and effort invested in maintenance efforts will always be worth it. After a crisis hits, the time, cost and effort invested in a solution is always regrettable.


  1. There’s only one way to find out

Whether preexisting notions are confirmed or denied, you’ve converted a hypothesis into a conclusion. Only after examining the data can one be certain of anything. Having definitive information, facts and data-driven insights will enable stakeholders to make confident decisions; even if that means moving forward as previously planned.



Maintaining a healthy and organized data inventory has wide-ranging benefits. Most importantly, you can move onward and upward with the confidence of knowing your foundation is strong. For over 30 years we’ve been partnering with brands to identify the areas of strength within their current data library so that they can keep building upon what is working, and we also discover areas in need of attention so that something can be done to prevent long-term damage. 

The process is easy and painless, so if you’re interested in further discussing what a data “checkup” might look like for your brand just give us a shout!

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Jenny Dinnen is President of Sales and Marketing at MacKenzie Corporation. Driven to maximize customer's value and exceed expectations, Jenny carries a can-do attitude wherever she goes. She maintains open communication channels with both her clients and her staff to ensure all goals and objectives are being met in an expeditious manner. Jenny is a big-picture thinker who leads MacKenzie in developing strategies for growth while maintaining a focus on the core services that have made the company a success. Basically, when something needs to get done, go see Jenny. Before joining MacKenzie, Jenny worked at HD Supply as a Marketing Manager and Household Auto Finance in their marketing department. Jenny received her undergrad degree in Marketing from the University of Colorado (Boulder) and her MBA from the University of Redlands.

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