Data Quality
Making sure information is accurate, complete and reliable, so people can trust what they see.
The DAMA wheel
A friendly guide to managing what might just be your organisation's most valuable asset: its data. No jargon, just a clear explanation.
What is DAMA?
Every organisation runs on data: customer records, sales numbers, reports, documents and more. But data only creates value when it is trustworthy, well organised and easy to use. That is where DAMA (the Data Management Association) comes in. DAMA created a globally recognised framework, often called the DAMA wheel, that breaks data management into clear, manageable pieces.
Think of it like maintaining a house. You do not just focus on one room; you look after the foundation, the plumbing, the security and the day-to-day upkeep. The DAMA wheel does the same for your data, making sure nothing important gets overlooked.
The hub
At the centre of the wheel sits Data Governance: the rules, roles and responsibilities that hold everything together. It answers the simple but vital questions: who owns this data? Who can use it? How do we keep it accurate and safe? Governance is the steering wheel that keeps every other area moving in the same direction.
The spokes of the wheel
Surrounding the hub are the key areas of good data management. Together they cover the whole of the data practice.
Making sure information is accurate, complete and reliable, so people can trust what they see.
Keeping a clear 'dictionary' of what your data means and where it comes from.
Defining the overall structure and standards for how data is organised across the organisation, like the master blueprint for a building.
Detailing how individual data elements relate and connect, like the working drawings that turn the blueprint into something you can build.
Protecting sensitive information and staying compliant with regulations like GDPR.
Creating a single, consistent 'source of truth' so everyone works from the same numbers.
Turning raw data into clear reports, dashboards and insights.
Connecting systems so data flows smoothly instead of being copied by hand.
Organising files, records and unstructured information.
The behind-the-scenes engine that keeps everything stored, backed up and running.
Why it matters
When these areas are aligned, organisations make faster decisions, reduce risk, cut wasted effort and build genuine trust in their numbers.
When they are neglected, the familiar pain follows: reporting delays, compliance worries and figures that do not add up. The DAMA wheel helps you stay ahead of that, structurally.
Where do you stand?
Our Data Governance Maturity Assessment is built on the DAMA framework. It shows you where your organisation is already strong, where the gaps are and what to tackle next: a clear, practical starting point.