1. Data Quality
Challenges to Big
Data
Practical Insight
Mega Data WA Meeting
Perth, 20th April 2015
Stephen Latham
Hugo van Hoogstraten

2. © 2015 KPMG, an Australian partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights
reserved. The KPMG name, logo and "cutting through complexity" are registered trademarks or trademarks of KPMG International. Liability limited by a scheme approved under Professional Standards Legislation.
The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International.
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Data Quality Enables Effective Decision Making
Why are Data Quality and
Master Data Important?
“Data governance policies and practices are key enablers of big data”

3. © 2015 KPMG, an Australian partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights
reserved. The KPMG name, logo and "cutting through complexity" are registered trademarks or trademarks of KPMG International. Liability limited by a scheme approved under Professional Standards Legislation.
The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International.
2
Data Quality – Why Is It Important?
Link to video

4. © 2015 KPMG, an Australian partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights
reserved. The KPMG name, logo and "cutting through complexity" are registered trademarks or trademarks of KPMG International. Liability limited by a scheme approved under Professional Standards Legislation.
The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International.
3
Structured data
• Transactional data
• Master data, e.g. client details
Unstructured data
• Social media, Weblogs
• Customer Service data
Sensor data
• Stock exchange values / FOREX
• Local branch footfall rates, etc
New data fields
• Customer profiles
• Video, audio
BIG DATA
MASTER DATA
MANAGEMENT
Big Data relies on Master Data

5. © 2015 KPMG, an Australian partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights
reserved. The KPMG name, logo and "cutting through complexity" are registered trademarks or trademarks of KPMG International. Liability limited by a scheme approved under Professional Standards Legislation.
The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International.
4
Why Governing Data Quality is Important

6. © 2015 KPMG, an Australian partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights
reserved. The KPMG name, logo and "cutting through complexity" are registered trademarks or trademarks of KPMG International. Liability limited by a scheme approved under Professional Standards Legislation.
The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International.
5
Data Governance in Practice
5
92%of people believe that master
data is extremely important or
very important to core business
operations in their business
unit.
31%of people only believe that
master data is extremely
important or very
important to senior
management.
39%of people have low or
no trust in master data.
“No one source of truth”
“TakethecrapoutofourERP”
“Silo mentality and lack of
data ownership and governance”
“Thisisamammothtasktocorrect”
“An attitude that data is a necessary evil”
“we need to measure, so we can manage”
“….reactive /
unplanned /
expensive
maintenance”
“….an overpayment of almost $300,000”
“Inventory on hand increasing”

7. © 2015 KPMG, an Australian partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights
reserved. The KPMG name, logo and "cutting through complexity" are registered trademarks or trademarks of KPMG International. Liability limited by a scheme approved under Professional Standards Legislation.
The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International.
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Other Considerations: Maturity around Master Data
Data Management
Strategy
Data Management
Function
Data Governance
Management
Definitions & Standards
Data Quality Strategy
Enabling Technology
Metrics and Analytics
Enabling Processes
Master Data Maturity: Laggard vs Industry Leader in 2014
Laggard Industry Leader

8. © 2015 KPMG, an Australian partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights
reserved. The KPMG name, logo and "cutting through complexity" are registered trademarks or trademarks of KPMG International. Liability limited by a scheme approved under Professional Standards Legislation.
The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International.
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Conclusion
Data Quality
contributes
to accuracy of
Big Data analysis

9. Thank you
Presentation by:
Stephen Latham
Associate Director, KPMG
Management Consulting
+61 438 220 123
slatham@kpmg.com.au
Hugo van Hoogstraten MSc RE PMP
Associate Director, KPMG
Management Consulting
+1 604 773 0864
hugovanhoogstraten@kpmg.ca

10. The information contained herein is of a general nature and is not
intended to address the circumstances of any particular individual
or entity. Although we endeavor to provide accurate and timely
information, there can be no guarantee that such information is
accurate as of the date it is received or that it will continue to be
accurate in the future. No one should act on such information
without appropriate professional advice after a thorough
examination of the particular situation.
© 2015 KPMG, an Australian partnership and a member firm of
the KPMG network of independent member firms affiliated with
KPMG International Cooperative (“KPMG International”), a Swiss
entity. All rights reserved. The KPMG name, logo and "cutting
through complexity" are registered trademarks or trademarks of
KPMG International. Liability limited by a scheme approved under
Professional Standards Legislation.
The KPMG name, logo and ‘cutting through complexity’ are
registered trademarks of KPMG International.