What does effective data profiling aim to ensure before using data?

Effective data profiling primarily aims to ensure that the data is accurate and complete. This process involves analyzing the data to understand its structure, content, relationships, and quality. When data is profiled, analysts identify inconsistent data formats, missing values, and patterns that could indicate inaccuracies. By doing so, they can take corrective actions before the data is utilized for analysis or reporting, thereby enhancing the overall quality of insights derived from that data.

The focus on data accuracy and completeness is crucial because relying on faulty or incomplete data can lead to misinformed decisions, ultimately affecting business outcomes adversely. Ensuring that data meets these quality standards is foundational for any subsequent data analysis or visualization efforts, making it the cornerstone of effective data management practices.