Why Golden Records are Key to Solid Data Quality

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Your company most likely receives information from various applications. This has made it so that maintaining clean and consolidated data is tricky; however it is more important than ever.

There are many costs associated when working with incomplete or incorrect information.  The solution to these headaches is data quality. Data quality is the process of identifying and correcting information.  It refers to reliability, completeness and accuracy of the information that is flowing through your systems. It mainly applies to addresses, emails and phone numbers. Having data quality gives you the ability work more effectively with your customers.

To take it a step further, data quality also encompasses something known as a Golden Record. A Golden Record is the art and science of selecting the "true" data and using it to correct incomplete or incorrect information. For example, you may have one record of a customer's recent purchase with an email and then a past record with that customer's information and a different email. Obtaining a Golden Record of that customer would mean having the most up-to-date and correct data on them, all in one single view.

Golden Records work based on a set of rules that you apply. You can use things such as filtering, using most recent data, etc. This gives you complete control over creating your Golden Records and establishing, validating, and applying rules all based on your own information.

Melissa Data offers a comprehensive set of capabilities for cleansing and deduplicating contact data. Here are just a few of them:

Global Verify: Standardize and parse addresses for 240+ countries

SmartMover: Update the addresses of individuals, families and businesses that have moved

Matchup: Consolidate duplicate records and automate Golden Record selection

Fuzzy Match: Identify data quality issues for immediate attention

These are just a few of the solutions Melissa Data has to offer to help you achieve Data Quality and obtain a Golden Record of customers. Learn more about Melissa Data's solutions.



By Natalia Crawford

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