Our first concern is to make the Salesforce Org more efficient. One of the ways we use it is increasing your Data Quality, so here you will find the information you need about Data quality.
We need to be conscious of the importance of information. Having a great tool, such as Salesforce, is not the only thing that matters when we talk about performance and operations. We allways say: The important is not the tool, but the information and brains behind it.