The title of this blog post is a Latin legal phrase meaning “false in one thing, false in everything”. It refers to a principle about regarding everything a witness says as not credible, if one thing said by the witness is proven not to be true. This has been a part of the plot in plenty of courtroom films and TV-shows.
This principle has meaning related to data quality too. An example from direct marketing will be a receiver of a direct mail saying: “If you can’t get my name right, how can I trust you in getting anything right during a purchase?”
An example from the multi-channel world, or should we say omni-channel today, would be a shopper saying: “If you say one thing about the product in the shop and another thing on the website, how can I trust any of your product information?” Falsehood in omni-channel so to speak.
Measuring the impact of such attitudes and thereby the Return on Investment (ROI) in data quality improvement based on this principle is very hard. We usually only have random anecdotal evidence about that this happens.
But, what we can say is: Don’t lie in court and don’t neglect your data quality. It will hurt your credibility and then in the end your creditworthiness.