Council for Data Integrity
From data and sample providers through users and brand decision-makers, there is not a sector of the insights and analytics industry that cannot benefit from a deeper understanding of data and sample integrity. Yet, acquiring a knowledge base and staying on top of trends has traditionally been managed piecemeal. Our industry lacked a hub for best practices and guidance, proving itself almost as big a barrier to success as fraud itself.
So in 2022, the Insights Association launched the Council for Data Integrity (fka Data Integrity Initiative). Run by a volunteer council built of industry experts from across the project lifecycle spectrum, the DII Council follows the continual evolution of sample and data integrity definitions, quality measures and evaluation processes, while providing direct access to potential solutions for mitigating fraud.
Our goals:
- Build awareness of data quality and integrity issues and their potential impact
- Define data integrity terms , highlighting implications on results
- Guide data evaluation by developing quality measures, scorecards and benchmarks
- Empower members to evaluate and select data providers that adhere to quality standards
- Increase interest in professional certifications and standards that can benefit insights organizations
- Advocate to ensure policies and legislation preserve data quality and protect the industry in a rapidly changing marketing research and data environment