TechExpo Booth Demos Focus on Internationalization and Intelligent Survivorship of Data
Melissa Data, a leading provider of contact data quality and integration solutions, is exhibiting at Microsoft TechEd North America 2013, highlighting new functionality in its SQL Server Integration Services (SSIS), including a global address verification toolset and advanced‘golden record’ selection capabilities.
MatchUp for SSIS is a powerful contact data matching solution that makes use of advanced fuzzy matching algorithms and deep domain knowledge to granularly identify matches between names and nicknames, street/alias addresses, companies, cities, states, postal codes, phones, emails, and other contact data components.
MatchUp’s Golden Record (also known as survivorship) capabilities allow automatic selection of the best and most accurate record in a group of duplicate records as the single, best representation of a particular entity. By gauging each record’s Data Quality Score – based on Melissa Data’s unique domain knowledge as well as industry standard techniques such as last updated, most complete, longest, custom expression/rules – the Golden Record is ascertained, and ultimately Entity Resolution (ER) and Master Data Management processes are made possible.
According to MarketingSherpa,2.1 percent of contact data goes bad every month. That’s almost 25 percent per year. This results in duplicate records, returned mail, address correction fees and lost opportunities. Elimination of duplicate records and linking customer data promotes a better understanding of each individual and their relationship to the business – improving customer service, reducing costs, managing risk and increasing profitability.
