Data quality take a very important role in any Organization so it cannot be ignored. In other words, it is very important for organisations to get data quality right than trying to find a big data. According to Johan Krebbers vice president of architecture at shell. He said:

“If you want a step-change in efficiency, you need to have better quality of data,”

“Data is very much a business issue, you’ve got to make sure the business understands the importance of it and people take ownership.

“You have to make sure the IT story is also a business story.”

“But it’s only a success if you have good quality data. Garbage in is still garbage out.”

Shell undertakes both upstream and downstream production in locating and processing oil, so all data is important and relevant.

“Companies need to look at data management, get business information management in order.”

Krebbers said the best benefits of big data were realised by using a mixture of technologies.

A mixture of more expensive in-memory, for speed; SQL, for a more economical option; and Hadoop, as a means of storing data you don’t know what to do with.  

“We need a ‘horses for courses’ approach. Carefully consider what combination of technology to use – there is no one size fits all – it is not a silver bullet,” he said.

“Businesses need a holistic approach. They should consider the full business segment and choose the right solution,” he said.

For a big organisation in oil sector such as shell, there will be need for constant flow of data starting from the industrial sector down to the service product users. With the use of quality data, shell customers and clients can now use mobile devices to track their gas supply.

Therefore organisation collaborating online, reaching and engaging with customers and employees across mobile and web applications or using big data and analytics need efficient ways to distribute data.

Some of the problem that organisation face when it comes to data quality data distribution is that they don’t address the root cause of their problem they rather turn to inefficient ways of distributing this data by adding more hardware infrastructure, higher bandwidth and network utilization meanwhile all these will drastically increase data distribution costs. Having said that, according to Push Tech the best way to get data across is to efficiently distribute data to employees, machines and customers via web and mobile applications without affecting the organisations application performance. This is critical in live, dynamic, real-time environments such as eGaming, financial services, utilities, telcos, transportation and logistics or media and broadcast.

We can now see that distributing quality of data to customer, clients and members of staff in a very effective way will not only help the organisation to get the message or product across in a cheaper way but also give the organisation more flexibility of tracking progress based on applications on different mobile platforms.


Kathleen H. (2013) Data quality more important than fixating over big data, says shell VP. Source: Accessed 28/02/2015

Scott L, (2012). Data Quality is too important to ignore. Source: Accessed 28/02/2015

Vangie B. Wbopedia: Big Data. Source: Accessed 28/02/2015.

Push Tech. How Diffusion works: Intelligently Distribute Data. Source: Assessed: 28/02/2015



    1. Exactly you are right Johny but I am so sure that you will agree with me that organisation now draw up agreement with clients and service users giving them the grantee that their data are in good hands. So I will advice that users should carefully go through the service user agreement before accepting the terms and condition of that services.


  1. Interesting topic. Some small organisations are still ignorant of the fact that information distribution needs better planning because it play a vital role in the progress of any organisation.


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