Bad data can enter an organization’s system due to typos/misspellings, formatting issues, or incorrect information - and the consequences are costly. When it comes to maintaining data quality, trust is a key consideration for data stewards who are trying to decide between an in-house or commercial solution. There are many factors that go into that decision, but the challenge with building an in-house solution is keeping up with ever-changing, or “active” customer data and having the right tools to manage it. Simply validating that an address or phone number exists is not enough; verifying that the address is deliverable and the phone number is callable ensures accuracy. Once the data is standardized, cleaned, geolocated, formatted correctly, and more, organizations can leverage it to enhance analytics and power business intelligence.