Data quality is an essential characteristic that determines the reliability of data for making decisions. High-quality data is: Complete: All relevant data —such as accounts, addresses and relationships for a given customer—is linked. Accurate: Common data problems like misspellings, typos, and random abbreviations have been cleaned up. Available: Required data is accessible on demand; users do not need to search manually for the information. Timely: Up-to-date information is readily available to support decisions.