Timeliness

Timeliness means that data is not only correct, but also available at the right time for the intended use. Building a pricing strategy on outdated campaign data or planning shipments using delayed inventory records can create major operational risk. For that reason, timeliness is a critical quality dimension, especially in real-time and operational analytics scenarios. In some business contexts, delayed data can be just as harmful as missing data. Data quality therefore includes not only content, but also time.