Data Quality / Trust source of data

According to international studies, 91% of scans from cell phones result in inaccurate descriptions of the products, 75% bring back no information at all and 87% do not provide the right information


GS1 Global has developed, hand-in-hand with the industry and businesses, a set of standard tools that facilitate information exchange throughout the value chain, in other words, they offer visibility. This is being done in a world where connectivity increases with every passing day. That is to say, any piece of information we exchange by using these standard tools is replicated over and over, gets everywhere faster and is accessible at more places. The consequence being that the world now has more information to make faster decisions.

But what happens when the information is mistaken? We are at risk of making the wrong decisions very fast and being affected by them almost right away! More importantly, bearing in mind that consumers today have more digital media, it is way more feasible to affect the end consumer as a result of the wrong information carried through the Net with no control at all.

With this in mind, from 2005 a global working group was set up to work in the development of recommendations to support companies in the use of quality information. This group is made up by companies such as Unilever, P&G, Kraft, Campbells, General Mills, Ahold, Carrefour, Tesco and Wegman´s.

Good-quality data means the information about goods and services is complete, consistent, accurate, valid and based on standards.

Good-quality information allows for: reducing costs, improving productivity and decreasing time-to-market.

Some of the recommendations of this team included a data quality protocol, which consists of two aspects: a data quality administration system to validate the existence and effectiveness of the business processes dealing with key data and an inspection procedure to validate the product attributes physically.

In general, all the national initiatives that have started to use this protocol concur in saying:

  • Information about retail products must be captured by third parties and not by the chains themselves.
  • The communication mechanism for information must be the electronic catalogues. In Colombia, the electronic catalogue based on international standards and member of the globally certified network of catalogues is LOGYCA / SYNC
  • Companies need to manage processes internally to maintain the quality of information in the long term.
  • Quality of information is paramount in the B2C space
In our country, GS1 Colombia launched the data quality initiative in 2012 and has been working with several retailers to establish better processes to undertake this initiative that will ultimately have a bearing on the satisfaction and safety of our final consumer.


If you need further information about this project, please contact the Segment Management Office of GS1 Colombia.


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