Data Quality Tool Consolidates Duplicates into Single Golden Record of Customer Data; Uniquely Determines Most Accurate Information Based on Objective Data Quality Score
Rancho Santa Margarita, CALIF- April 23, 2014 – Melissa Data, a leading provider of contact data quality and integration solutions, today announced new matching and de-duplication functionality in its MatchUp Component for SQL Server Integration Services (SSIS), uniquely solving the business challenge of duplicate customer data. Based on proprietary logic from Melissa Data, MatchUp determines the best pieces of data to retain versus what to discard – consolidating duplicate records objectively, unlike any other data quality solution. By assessing the quality of individual data fields, MatchUp enables a smart, consistent method for database administrators (DBAs) to determine the best customer contact information in every field.
“The average database contains 8 to 10 percent duplicate records, creating a significant and costly business problem in serving, understanding and communicating with customers effectively. The ideal is a single, accurate view of the customer – known as a golden record – yet this remains one of the biggest challenges in data quality based on methodologies that don’t adequately evaluate the content of each data field. As a result, DBAs either overlook duplicates or consistently struggle with determining what information survives in the database and why,” said Bud Walker, director of data quality solutions, at Melissa Data. “By using intelligent rules based on the actual quality of the data, DBAs are much better positioned to retain all the best pieces of information from two or more duplicate records into a single, golden record that provides valuable insight into user behavior and helps boost overall sales and marketing performance.”
MatchUp works in sharp contrast to matching and de-duplication methods that rely solely on subjective principles, such as whether the record is the most recent, most complete or most frequent. Instead, selection criteria for determining a golden record is based on a relevant data quality score, derived from the validity of customer data such as addresses, phone numbers, emails and names. Once the golden record is identified intelligently, MatchUp further references the data quality score during survivorship processes to support creation of an even better golden record; duplicate entries are then collapsed into a single customer record while retaining any additional information that may also be accurate and applicable.
Utilizing deep domain knowledge of names and addresses, survivorship operations with MatchUp can granularly identify matches between names and nicknames, street/alias addresses, companies, cities, states, postal codes, phones, emails, and other contact data components.
Melissa Data will be demonstrating its MatchUp Component for SSIS at booth #46 during Enterprise Data World, April 27-May 1, 2014 at The Renaissance Hotel in Austin, TX. To download a free trial of Melissa Data’s MatchUp Component for SSIS, click here or call 1-800-MELISSA (635-4772).