Phoenix DAMA Presents Ron Ross

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State Farm / Marina Link Building300 E Rio Salado Pkwy

Tempe AZ 85281

Thursday October 11, 20188:00 – 8:30 AM: Light Breakfast

8:30 – 12:00 Noon: The Business View of Data and Data Quality: The Six Dimensions of Semantic Quality

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Business has a fundamental problem with data quality. In some places it’s merely painful, in others it’s near catastrophic. Why is the problem so pervasive? Why does it never seem to get fixed? Perhaps we’ve been thinking about the problem wrong. Time for a fresh look.

The central flaw in the long-running discussion over data quality is literally its focus on ‘data’. Stored data is merely the system or database residue of things that have already happened in the business, a memory of past events.

To truly fix ‘data quality’ problems requires a business perspective, a shift in the focus from data design or data cleansing to what occurs in the business itself. Our sights should be trained squarely on the business activity that results in the data, especially business communications. This discussion introduces six dimensions of semantic quality to ensure our aim is true, complemented by numerous examples from a large-organization case study.

Learning Objectives:

  • How semantic quality and data quality differ
  • What role concept models need to play
  • Where business rules fit in
  • How to shape a successful initiative
  • How semantic quality relates to business agility


Ronald G. Ross is Co-Founder and Principal of Business Rule Solutions, LLC ( BRS provides consulting, training and mentoring in support of business analysis, business rules, concept modeling, business knowledge engineering, and rule management.
Ron is Chair of the annual Building Business Capability (BBC), official conference of the IIBA®. He is also Executive Editor of and its flagship on-line publication, Business Rules Journal. He was formerly Editor of the Data Base Newsletter from 1977 to 1998. Ron received DAMA International’s Individual Achievement Award for 1995.
Ron co-develops the landmark BRS methodology featuring numerous innovative techniques including the popular RuleSpeak® (free on These are the latest offerings in a 40+ year career that has consistently featured creative, business-driven solutions. Ron is recognized internationally as the ‘father of business rules.’

Ron is the author of ten professional books. He is also co-author with John Zachman and Roger Burlton of the 2017 Business Agility Manifesto (
Mr. Ross holds an M.S. in information science from the Illinois Institute of Technology and a B.A. from Rice University

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