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Data Linking

Data linking comprises of bringing together numerous sources of data and linking interrelated pieces of information across the various sources. Frequently data linking is done for a specific summarising or analytic task.

Data linking during the transformation process is used to increase accuracy, eradicate duplication and produce consolidated customer profiles that can be distributed across your organization's applications, and by your CRM system.

Data linking methods are designed into software applications to better the accuracy of data.

Data quality depends on a lot of methods and techniques. One such technique is data integration. Data linking forms an integral part of data integration. Data Linking is used to find common fields between databases or within a single database.

It develops into a problem when the columns that make up the join fields between many datasets contain data that is paradoxically represented.

This in an application setting may be explicit, for instance when numerous data sources are physically joined and a new data store is produced. The data can also be linked wholly; by means of the match code data to execute a runtime join without making a merged data store. For instance, attempting to merge a customer table with an external demographic data source will have undesirable results if the join column includes ambiguous representations of data.

Although data integration may not continually be regard as a data quality problem, algorithms and procedures can get much higher match rates whilst merging data from various sources. Such amalgamated datasets establishes the basis for a lot of business intelligence applications.

It provides a comprehensive set of tools for enhancing the quality and value of client information files, operational data stores, data warehouses, or CRM or ERP systems.

It quickly and accurately identifies duplicate customers, and links customers who share a common name, address, account number, tax ID number or any other user specified fields.

It has the ability to link customer records regardless of whether they are individual, retail, corporate or household, making data linking ideal for companies with a broad customer mix.

The enhanced customer information provided by this can reinforce strategic decision making, focus target marketing efforts and better identify customers for cross selling opportunities. It can also reduce the expenses related to duplicate and misdirected mailings.

It overcomes the complexities of linking corporate names. Identifying duplicate corporate records is more complex than individual records, because corporate records tend to be more elaborate, with acronyms, multiple names and supplementary address information such as building or suite number. In addition, several related organizations may have different names and the same address, or one organization may have multiple sites and multiple addresses.

Because it has the heuristic ability to standardize data and recognize name and address patterns, data linking is therefore able to overcome these complexities. It gives you a much more accurate view of who your corporate customers really are, including subsidiaries, affiliated companies, and companies with multiple sites and addresses.

Because it has heuristic data parsing and standardizing capabilities, powerful rules-based processing, and sophisticated matching algorithms ensure linking efficiency and accuracy that are unmatched in the industry.

It is an effective tool for enriching an existing or new database with household information. It is also an effective tool when comparing a database against a prospect list, target mailing list, etc.

This is an ideal tool when updating an existing database with periodic activity, while retaining a constant key. It is used when adding supplemental data to an existing database. Most businesses use it as well to integrate external systems into an existing database.

This creates multifunction household key attributes as well. The household key attribute enhances the operational and marketing value of identified households by providing valuable tool for online client service inquiry and decision making. This can be used for marketing applications, such as identifying cross-sell opportunities and operational enhancements, such as consolidated statements and elimination of duplicate mailings.




Address Data Cleansing | Data Linking | Data Scrubbing | Direct Marketing | Mailing List | Data Cleansing
Data Quality | Deduplication | Merge Purge | PAMSS