The Art of Relationship Matching – Identifying Key Data Elements
- Topics:
- Marketing Strategy
- Tags:
- Data Management,
- Data Quality,
- Databases,
- Enterprise Software,
- Montgomery Research Inc.,
- Software
- Source:
- Montgomery Research
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Overview: The theme of the article is defined in one sentence “A well-matched customer/prospect database is critical for optimal relationship matching. Without it, good customer relationships are jeopardized.” Truly knowing your customer is the first step in solving the challenges that confront any business. For this purposed first chore is to find the data. Once the data is found, the job of cleaning the data will need to be tackled. First step is to find who is the customer? The challenge is finding the name or names, the street address line or lines, and the city, state, zip, or post code. Is the name an individual or company? Are we even dealing with a U.S. address? The key point to remember is that although matching is far from an exact science, major improvements have been made in data cleansing technology. Evaluating system's data quality and relationship linking capabilities is highly recommended. In fact, the cost to not attempt to improve data quality issues could be significant. Proper identification and standardization of names and addresses is often overlooked, but should be the first step.
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Format: HTML | Date: Oct 2002
