Why do my ETL data quality testing techniques fail to identify bad data?

Bad data costs organizations dearly in correction activities, lost customers, missed opportunities, and incorrect decisions.

A firm’s basis for competition . . . has changed from tangible products to intangible information. A firm’s information represents the firm’s collective knowledge used to produce and deliver products and services to consumers. Quality information is increasingly recognized as the most valuable asset of the firm. Firms are grappling with how to capitalize on information and knowledge. Companies are striving, more often sliently, to remedy business impacts rooted in poor quality information and knowledge.

– Kuan-Tsae Huang, Yang W. Lee and Richard Y. Wang