A team uses a fishbone diagram during investigation of recurring missing customer email addresses.

A fishbone diagram, also known as an Ishikawa or cause-and-effect diagram, is used to organize and explore potential root causes of a problem.

For recurring missing email addresses, categories might include People, Process, Technology, Data, Policy, Training, and External Sources. Potential causes could include optional form design, unclear business requirements, API mapping defects, missing supplier data, or inconsistent onboarding procedures.

The technique helps prevent teams from prematurely assuming that the most visible symptom is the actual cause. It encourages structured investigation across multiple dimensions of the process.

Once hypotheses are identified, evidence should be collected to confirm or reject them. The diagram itself does not prove causation.

In Data Quality programs, root-cause analysis is essential because repeated cleansing without process correction allows defects to recur. DAMA's Chapter 13 revision explicitly retains and strengthens the treatment of common causes and the improvement lifecycle.

Reference Topics: DAMA-DMBOK2 Chapter 13 — Root-Cause Analysis; Cause-and-Effect Diagram; Issue Management; Continuous Improvement.

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