A DQ dashboard shows 99% complete phone fields for utility customers, but half the values are placeholders like 000-0000. What measurement pitfall does this illustrate?
Select an answer to reveal the explanation.
Short Explanation
A full mailbox of junk mail still looks 'complete.' Ninety-nine percent filled phones mean little when half are 000-0000 placeholders. Completeness without usefulness is a vanity metric.
Full Explanation
Completeness metrics that only test non-null or non-blank status can be gamed by placeholders and sentinel values. Those values inflate fill rates while failing accuracy and usability for contact or outreach. Measurement designs should detect known placeholder patterns and pair completeness with validity or usefulness checks. Otherwise scorecards create false confidence.