BLUEPRINT FOR BIG DATA SUCCESS:

Optimize Data Quality

Simplify the complexities of improving data quality with a comprehensive approach to cleansing, profiling, enriching, updating, merging and consolidating this data through Pentaho's Data Integration and Analytics platform, coupled with Melissa's Global Intelligence offering which enables organizations to improve their customer engagement and enhance revenue growth.

Optimize Data Quality Blueprint

An optimized Data Quality blueprint enables organizations to improve their marketing with enriched and cleansed customer data. Data is ever-changing, as evidenced in the following examples:

  • 25% of marketing data goes stale within a year.
  • 40 million Americans (1 in 6) move annually.
  • 30% of subscribers change their email address every year.
  • 37 million phone numbers are recycled every year.
  • 80% of all organizations are impacted by bad data.
  • 37% of companies have issues with loyalty and customer engagement programs due to bad data.

Maintaining high quality data is essential for operational efficiency, meaningful analytics, and productive, long-term customer relationships. Dealing with multiple sources of data increases complexity and adds to the constant challenge of stale data. 

EXAMPLE OF HOW OPTIMIZING THE DATA QUALITY MAY LOOK WITHIN A RETAIL ENTEPRISE

  • A company leverages data from disparate sources including customers’ name, home address, mobile and home phone numbers, billing address, email address, purchase history, and demographics.
  • A Hadoop environment has been implemented to capture, ingest, store, cleanse, and analyze all relevant data for marketing to improve customer engagement and enhance revenue growth.
  • The company improves on their loyalty engagement programs with high quality data thereby providing customers with an enhanced experience, increasing sales and sentiment.
  • Decrease the number of cart abandonment cases by providing accurate shipping costs.
  • Improved understanding of your target demographic to reach untapped customers.

Optimize Data Quality Graphic

PENTON:  INFORMATION SERVICES AND MARKETING COMPANY

Business Case: 

  • Penton began a new corporate initiative, Corporate Reporting, to consolidate data from all digital assets and create new, more impactful products for their customers (i.e. FleetSeek: helping customers better target their sales and marketing budgets).

Challenges:

  • Management of several databases from acquisitions with each running a different operating environment and storing data in different formats.
  • Reliance on a team of data engineers to manually write search scripts.
  • The trucking fleet uses a centralized database of an estimated 1.5 million records, which grows by 20% each month.

Benefits:

  • ROI of approximately 140% by eliminating 40 hours of work per week.
  • Plans to launch other products to target additional vertical industries.
  • Pentaho automates the data pipeline process by eliminating manual scripting and integrates and blends data from all of the various assets to create new, more impactful products for customers.