Eurovision lessons for selling data quality

(c) Maxoido

Many of our clients have recently raised the issue of how hard it can be to ‘sell’ data quality within their organizations. And, as we once again consider that special evening of sequins, glitter and deep humiliation for the United Kingdom, perhaps the Eurovision Song Contest contestants have some useful hints to offer us…

Communicate effectively

This may be an obvious one, but people need to understand what it is you’re trying to achieve. Estonia’s 2008 entry Summer Light contained lyrics that translated as ‘Two double drum cake, bean pods, that’s enough, that’s enough. Summer light, it’s summer light.’ They didn’t make it past the semi-final.

Glam it up

OK, so PVC and fishnet stockings may be inappropriate in this context, but there are ways to make data quality seem just that bit more exciting. Project launches, talks and email updates can all be used to put a more interesting spin on what you’re trying to achieve.

Cultivate friends in the right places

Croatia’s 2006 entry My Stiletto Heel may not have had the most gripping subject matter ever but, thanks to some double-figure voting from other Balkan countries, still achieved a quite creditable 12th place. Similarly, buy-in from a senior management figure will do wonders for the profile of data quality within your organization.


Norway participated in the Eurovision contest 24 times before their first win in 1985, including three years of ‘nul points’. A project to improve data quality is never going to yield quick results: don’t be discouraged if your successes seem small at first.

So there you are – data quality can be every bit as glamorous as Eurovision. But please note that some gimmicks, such as whipping off a layer of costume mid-presentation, are not recommended in the office environment.

One thought on “Eurovision lessons for selling data quality

  1. Someone at Data Salon knows far too much about Eurovision. Unlike most Eurovision songs, good quality data is forever. It adds value to your business, whether it’s measured by the savings you make, efficiencies you pass on to your customers, improvements in your client service or just the new business you generate by better understanding what your customer data really means. Quality data, and most publishers understand this, is an investment in the business and not just another cost and you can measure return on investment.

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