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189: Customer Data Modeling, The Data Warehouse, Reverse ETL, and Data Activation with Ryan McCrary of RudderStack
The Data Stack Show
Data Integrity in Systems
In business systems, data integration issues can lead to inaccurate insights and reports. For example, a system error caused all Amazon orders to be linked to a single customer named Jane Smith, creating a false impression of a super customer. This highlights the importance of data integrity and the impact of such errors on operational and analytical processes.
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