Data Quality Services (DQS) is a brand new feature in SQL Server 2012. In short, DQS enables you to build a knowledge base, and use that knowledge base to perform a variety of critical data quality tasks such as correction, enrichment, standardization and de-duplication of your data. DQS enables a data steward or IT professional to maintain the quality of their data and ensure that the data is suited for its business usage.
Building a knowledge base is easy – using your own data, DQS allows you to discover knowledge directly from samples of your data, combining computer-assisted and interactive experiences. In addition, you can also extend your knowledge base with 3rd party data providers, using cloud-based Reference Data Services (RDS) from Windows Azure Marketplace, such as Melissa Data, Digital Trowel, Loqate and CDYNE Corp. You define the rules that DQS will apply when validating data, and the action taken when those rules are breached.
DQS also provides batch capabilities with a SQL Server Integration Services (SSIS) component, as well as integration with the Master Data Services (MDS) Excel add-in.