Poor data quality can adversely affect data analysis in various ways. For instance, businesses collect and use large volumes of dat (big data) to track the shopping behaviors of their customers in order to tailor marketing offers that meet the specific needs of different customer segments (Khade, 2016). One important use of big data analytics is sifting through transactional data, or a customer’s purchase history. Such data may be analyzed to reveal how much a customer has spent, how often, and—most importantly—on which products or services. Analysis of this kind of data is critical to making marketing offers to customers for future purchases as well as recommendations based on customer preferences. When the customer is satisfied with a good deal, brand loyalty increases.