Inspired by GDPR Survey Results, Audits Reveal Blind Spot in Accuracy Assumptions of Single Customer View Platforms

Melissa, a leading provider of global contact data quality and identity verification solutions, and DataDelta, a 14-year leader in Master Data Management (MDM) match accuracy analytics, today announced two new audit solutions to support governance, risk, and compliance officers in complying with the E.U.’s General Data Protection Regulation (GDPR). DataDelta’s Primary Single Customer View (SCV) Risk Audit analyzes an enterprise’s main SCV platform for false-negative match errors – each a possible future GDPR compliance failure. The company’s Multi-SCV Conflict Audit extends this capacity by analyzing multiple SCV platforms for conflicting match results, comparing hubs such as customer relationship management (CRM), MDM, marketing customer information file (MCIF), Know Your Customer (KYC), and more. Both audits are offered as two versions: a Fast Cloud audit (no cost through September 1, 2018) and Deep Onsite audit.

DataDelta’s audits are powered by Melissa’s global intelligence tools and services, tapping into real-time, multisourced data to standardize, correct, and match customer records. The audits were developed in response to results from Melissa’s recent GDPR survey, which revealed that most U.S. companies have not effectively measured and tracked false-negative match errors within the SCV platforms used for GDPR compliance. As a result, companies are unaware of the degree of risk posed by this issue and are managing governance, risk, and compliance operations based on risk assumptions rather than comprehensive, real-world risk metrics.

“In reality, the ability to locate all versions of any E.U. resident’s record quickly and thoroughly is compromised by the complexities of matching algorithms. Even simple errors, such as James vs Jim, can result in a costly compliance failure. And yet in Melissa’s recent GDPR survey, a full 40 percent of respondents reported that they do not even track these errors,” said Bud Walker, vice president, enterprise sales and strategy, Melissa.

“Most SCV platforms rely on strict fuzzy match algorithms to avoid incorrect matches – intentionally erring on the side of false-negatives. Before GDPR, these false-negative match errors could be dismissed as minor mistakes with limited negative business impact, such as duplicate marketing messages or a slight skew in analytics,” said Ed Allburn, president and CEO, DataDelta, Inc. “All this changes dramatically with GDPR requirements, such as its Right to Erasure. You cannot erase what you cannot find.”

DataDelta audits are compatible with all vendors’ SCV platforms, and uniquely analyze entire SCV hubs rather than the small data samples that test the limits of other analysis tools. A Fast Cloud audit report may be generated without Personally Identifiable Information (PII); a simple extract of masked customer and SCV data from each platform is uploaded to Melissa, generating the audit report typically within two days. Alternatively, PII may be incorporated for a Deep Onsite version, with data analyzed securely onsite. DataDelta executes its audits as a flexible global consulting service that can optionally subcontract under a consulting or law firm already engaged by the enterprise. This engagement model overcomes traditional engagement startup delays to deliver faster results.

Click here to schedule an SCV audit discussion with Melissa and DataDelta. Detailed insights from Melissa’s recent GDPR survey are downloadable here, in the current issue of Melissa Magazine. To connect with members of Melissa’s global intelligence team, visit www.melissa.com or call 1-800-MELISSA.