Why is it important to sense check the distribution and penetration of data in the validation process?
As new records are added to your marketing database, a comparison between the distribution of values for the current update and previous updates should be performed to ensure the data is accurate. For instance, if it is typical for 15% of customers to buy a certain product, but 45% have purchased that product in a given update, the data violates a distributive norm and needs to be verified and, if applicable, corrected.
