Database Creation

The gathering of data from a single source or multiple sources and making it available for analysis, aggregation, reporting and future marketing campaigns, is one of the many definitions of a Database Creation.  Since data can be stored in a number of different formats, the initial phase of the process formats the data to a single processing format, standardizes the address information and updates address information in accordance with the USPS Change of Address requirements.  This should be a straight-forward process but in most cases, it is not.  That is where the experience of the DataBridge team can make a significant difference in the ultimate accuracy of the database.

The DataBridge team opens, views and interrogates all input datasets prior to inclusion in the process.  Should any anomolies be discovered, appropriate action is taken to address them.  This can be a simple adjustment to existing format procedures or a new customized suite of programs designed specifically to fix the situation at hand.

Though time-consuming, the accuracy of the database demands such rigorous efforts.  Anything less will leave the final product questionable at best.

Once all data sources have been gathered, standardized and cleaned, they are presented to the DataBridge Duplicate Identification Suite.  This suite of programs will identify and group all records at a site, whether business or residential, and then all individuals within that site.

Once grouped accurately, data from any of the sources can be used to populate the final database.  In simple terms, if three different sources provide the same person but with unique demographic information, once grouped together, data from any or all of the sources can be used to build the database.   For example, if one source has buying habits and another has real estate purchase information and the third contains credit card data, the final database record can contain all three unique sets of data.   This creates the most diverse set of data for further analysis and future marketing efforts.

Without the DataBridge Duplicate Identification Suite though, the accuracy of the groupings is suspect at best.  This means that the passing of data from our three example sources will paint a picture of a person that is inaccurate and that will skew analysis and the success of future marketing efforts dramatically.