Data is the present and future of companies and organizations. Data is becoming the main element of value, as it is necessary to have reliable and quality data to make the most appropriate decisions and strategies at all times.
Considering all of the above, Viajes El Corte Inglés has been working to control and improve the quality of its data over the last few years and as a result has become the first travel agency worldwide to obtain AENOR certification for data quality based on ISO/IEC 25012.
The AENOR magazine includes an interview with Juan José Legarreta, Director of the Travel for Companies Division of El Corte Inglés about the benefits and the evaluation and certification process.
The evaluation process has been carried out by the AQCLab accredited laboratory, which has allowed Viajes el Corte Inglés to have a well-defined set of business rules for its data and the necessary scripts to measure and control the quality of the information they work with. The first indicator that this entire process has been productive is the improvement in KPI measurements, which internally generates enthusiasm, participation and confidence in the datalake.
This new certification will allow Viajes El Corte Inglés to present itself as a Data-Driven agency. In other words, an agency that is aware of information and data processing, which carries out quality information analysis in order to better serve our customers. By using data to drive their actions, they will be able to personalize messages to their customers to develop a more Customer-Centric approach.