The Crunch Factory The Crunch Factory is one of the fourth-largest gyms operating in Australia, and each gym operates its own system with its own database. Unfortunately, the company failed to develop any data-capturing standards and now faces the challenges associated with low-quality enterprisewide information. For example, one system has a field to capture email addresses while another system does not. Duplicate customer information among the different systems is another major issue, and the company continually finds itself sending conflicting or competing messages to customers from different gyms.

A customer could also have multiple accounts within the company, one representing a membership, another representing additional classes, and yet another for a personal trainer. The Crunch Factory has no way to identify that the different customer accounts are actually for the same customer.

To remain competitive and be able to generate business intelligence The Crunch Factory has to resolve these challenges. The Crunch Factory has just hired you as its data quality expert. Your first task is to determine how the company can turn its low-quality information into high-quality business intelligence. Create a plan that The Crunch Factory can implement that details the following:

• Challenges associated with low-quality information.

• Benefits associated with high-quality information.

• Recommendations on how the company can clean up its data.