CATEGORY: Data Integration
REVIEWER: Siddhartha Bhomia, database administrator and senior programmer for Intellidyn.
BACKGROUND: Intellidyn is a leading information and analytic services company, delivering database integration, target marketing and strategic insight to consumer businesses. Intellidyn has one of the largest prospect databases in the industry and maintains the largest repository of integrated credit, demographic, lifestyle, auto ownership and purchase behavior data available in the United States. Keeping customer contact information up to date and validated is a critical element in the viability of the data Intellidyn can market. To help build better information resources, Intellidyn turned to Blue Fusion SDK, a data management solution from DataFlux.
PLATFORM: Sun Solaris.
PROBLEM SOLVED: Intellidyn products and services are only as good as the data we have on individuals. As a result, we need a unique tool to analyze, cleanse, standardize and validate large volumes of data as it becomes part of our overall data warehouse. The goal is to create an automated way to integrate data from external sources into the internal database that Intellidyn accumulates on customer contacts. Ultimately, our challenge is to take all of that data and do all of the modeling and scoring on the fly so that the next day we have all of the previous day's information. Blue Fusion SDK matches new records to existing data during the integration process, helping us create more in-depth, updated information on consumers.
PRODUCT FUNCTIONALITY: Intellidyn implemented an enterprise data warehouse, using DataFlux data management technology to help manage the data integration process. DataFlux provides the fundamental ability to build a customer-centric or individual view that is critical in creating a robust, usable set of customer data. Blue Fusion SDK gives us a packaged set of callable libraries that easily integrate the core DataFlux data management technology into our customer systems. Blue Fusion SDK also allows us to match existing records against new data that comes into the system, allowing us to de-duplicate, append and strengthen existing consumer information over time.
STRENGTHS: Blue Fusion SDK helps us in creating the unique key at both the individual and household levels, which leads to an accurate merge/purge process. With that technology, we have been able to reach a match rate of 90 percent and higher.
WEAKNESSES: Overall, it's difficult to spot any weaknesses, though parsing is a little weak in the case of P.O. Box and rural route addresses.
SELECTION CRITERIA: We chose DataFlux based on its technology, especially the ability to integrate large amounts of data on an ongoing basis. Also, we needed a solution that would help us improve our match rates between incoming and existing data.
DELIVERABLES: For Intellidyn, data integration is a continual process. As new data enters the system, we need to verify and validate that the information meets the requirements of the target database. DataFlux technology allows that quality control to occur continuously, helping ensure that the customer data is consistent, accurate and reliable. With Blue Fusion SDK, we can provide stronger products for our customers, such as comprehensive consumer lists that track transactions for more than 150,000,000 individuals. We also have the information necessary to help our clients append e-mail addresses to existing records and conduct in- depth data mining on an existing customer base to determine cross- and up-sell opportunities.
VENDOR SUPPORT: The technical support from DataFlux has been awesome, and we received great input while optimizing the process of creating unique matching keys.
DOCUMENTATION: All aspects are well documented, and DataFlux answers most of the queries from the users.
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