Couldn't agree more with Snowplow's observation about measuring the accuracy and completeness of data being a process rather than a project —

"We won’t lie — measuring the accuracy and completeness of your data is not easy and is a process rather than a project. It starts at the very beginning: how you collect your data. And while it never ends, quality grows with better-defined events going into your pipeline, data validation, surfacing quality issues and testing."

Good read about data quality!