What is non-normalized data?
Data is non-normalized when it has not gone through data quality processes such as data cleansing and de-duplication. Non-normalized data, or raw data, is not organized in a way that is consistent across all records and fields. Non-normalized data can have errors and inconsistencies that can be detrimental to the accuracy of analytics and transaction processing. However, some applications, use cases, and statistical models can tolerate the use of non-normalized data. But in most situations, it is desirable and beneficial to use normalized data.