When preparing data for predictive analytics, how can a CRM Analytics consultant address the data quality issue of missing values?

Filling in missing values with a mean value or removing records with missing data can significantly enhance the quality of the dataset used for predictive analytics. By introducing a mean value, you ensure that the overall distribution of the dataset remains stable, reducing the standard deviation while still providing a usable data point. This method helps maintain the integrity of the analysis by avoiding drastic changes to the dataset that could skew results.

Alternatively, when considering the removal of records, it's crucial to evaluate their impact on the analysis. If the records with missing values are not critical to achieving meaningful insights and do not hold essential information, their removal can lead to a cleaner, more efficient dataset. This approach balances the necessity of retaining substantial data while mitigating the effects of missing values, leading to more accurate and reliable predictions.