Measurement veracity may come into question when data is formatted outside of CRM systems, so be prepared to identify all assumptions in data gathering, and use those assumptions consistently.

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Behind the scenes, all this data would be formatted and stored according to recognised standards.

ECONOMIST: IT in the health-care industry

Old-style data came in neatly formatted rows and columns.

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The key difference is that, wherever possible, the data is entered in a structured and formatted form.

ECONOMIST: IT in the health-care industry