Data Quality is the process of cleansing and standardizing values to enable your database to be as clean and complete as possible before employing more advanced use cases.
Data Quality is the Openprise foundation for more advanced use cases, such as Data Unification, Deduplication, List Loading, and Enrichment.
Common fields for cleansing/standardization include Street, City, State, Postal Code, Country, Phone, Email, and Website. Additionally, camel casing First Name, Last Name, and Title fields is best practice.
You can/should create processes for relevant/important objects in your database. For instance, Data Quality for Accounts, Contact and Leads.
Openprise Pro and Enterprise subscriptions include the ability to infer values using Openprise's Data Catalog. For instance, if you have a postal code and country, you can use an Open Data Source to infer city and/or state.
In these subscriptions you can also implement processes for segmentation, deduplication, lead-to-account matching, and routing.