Data Standardization 2018-03-16T12:33:55+00:00


Data drives business because it’s the foundation that all businesses are built on today.  Image what would happen to your business if it was built on sand.  It would never be steady and extremely difficult to build upon.  Data standardization is essential for everything from analytics to personalization. Therefore, it is critical to make intelligent and accurate business decisions about your data.

Effective data standardization is reliant on your ability to transform and manipulate data into a single consistent format regardless of the multiple disparate systems, formats and repositories that the data resides within.  Because even the slightest difference in data format, rules and collection methods will result in misrepresentations, use and analytics errors that can negatively affect your business’s success.  Data standardization starts with Centralization.  We take all of your disparate data files and sources to create one centralized intelligence database.  Once all of your data is contained within one data set our scientists get their data geek on.

Our data standardization process will transform your foundation from sand to solid cement.  Most data sets have similar challenges due to different formats and entry requirements such as inconsistent abbreviations, punctuation, capitalization, profanity, and special characters to name a few.

In our illustration we identify just three common areas of inconsistency requiring data standardization processing.

In the first example, we found three variations of an individual’s name within one customer file, creating serious duplication issues.  In this database, Mike Smith had three different identities; Mike Smith, Michael Smith and Micheal Smith.  We identified them all as the same individual and created a unique individual ID for Michael Smith and joined all of the trailer data that existed with each of the three contacts into one accurate and efficient record.

The organization example illustrated the data compilation inconsistencies that resulted in a single organization that had multiple entries within their database. None of which were linked to each other as the same company. This resulted in significant discrepancies in reporting, personalization and inefficient account-based marketing execution.  We linked these three distinct entries of Reach Marketing LLC; Reach Marketing and Reach MKTG as one account of Reach Marketing, LLC and created a unique site identification code and joined all of the trailer data that existed within that organization.

Because of poor compilation standards, some of the records in the location example were undeliverable due to incomplete address information. This cost our client a lot of time and money as well as lost sales opportunities.  Our data standardization process connected all of those records and created a unified address.

Don’t let the inaccuracies and inconsistencies in your data stand in the way of your businesses success. Let’s Start Your Marketing Success Story Today.

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