Many years ago (I won’t tell you how many), my high school computer science teacher first introduced me to the concept of GIGO. It stands for Garbage In, Garbage Out and what it means is your results are entirely dependent on the quality of your beginnings.
Dirty data – it’s not your friend. No, I’m not talking about things that don’t belong in the workplace! I’m talking about informational data sources that have become riddled with misspellings and extra spaces, variations in cases, and three different ways to write the same address.