The Data Advisor

Industry Notes
Your Data’s Effectiveness Could Deliver Millions in Annual Revenue
This is astounding. Incremental improvements in data effectiveness deliver annual gains of up to $255 million from products and services, according to a recent study by Sybase, Inc. and the University of Texas. The study examines how better data can significantly influence a company’s health and profitability. Read more.

The 10 Critical Myths and Realities of Master Data Management
Master data management (MDM), as defined by Gartner, ensures the uniformity, accuracy, stewardship and semantic consistency of an enterprise’s shared master data assets. But somehow, MDM’s purpose became skewed, misunderstood. To clarify some of the confusing and conflicting points of views on MDM, Gartner breaks down the myths surrounding MDM – alongside an explanation of the realities. Call it MDM, de-mystified.   Read More

Data Quality Management Pitfalls: 3 Common Mistakes to Avoid
So, you’ve invested time and money to develop a robust data quality management program. You’ve bought the necessary tools, but there is still something missing. Implementing a data quality management program is not a fix-it and forget-it process. David Loshin, one of the most recognized experts in information management, shares three specific pitfalls that can turn a data quality management project into a nightmare.   Read more.


Improve Productivity, Reduce Costs, and Achieve Clean, Usable Data
WebSmart ensures all your contact data, including addresses, phone numbers, emails and names are valid. This collection of services are easy to integrate into your business process, application, or website. No installation or maintenance needed.
For a free trial, click here.

| Going Global
Melissa Data Announces New Updated Country Datasets
Melissa Data offers global address verification solutions, as a Web service or as a batch processing service. We’ve included a list of more than 20 newly updated country datasets.   Read More

| Developers Corner
How Will CASS Cycle N Affect Your Company?
It’s always good to be on time, but even better to be ahead of schedule. Melissa Data announced completion of CASSTM Cycle N certification. How will this affect you? We break it down.   Read More

| Data Byte
Did You Know?
Many companies overlook the fact that underestimating the significance of their data quality can cost them up to $8.2 million annually (Gartner 2009), with rare, but real, instances of businesses losing as much as $100 million a year.   Read More

| Real-Life Application
SMARTech Integrates Data Quality Platform to Consolidate Data Sets
SMARTech had a huge task ahead of them – to consolidate records across different data sources to help its clients develop targeted, accurate mass communications strategies. A complex task indeed, but SMARTech enlisted the help of one intelligent solution.   Read more

Also, if you’d like to share your experiences with Melissa Data’s address quality products and solutions, we’d love to hear from you! Email us at if you’re interested.

| Webinars
Record Linkage (Fuzzy Match) Webinar – 3/2/11, 10:00 am – 11:00 am PST
Improve and maintain the strength of your relationships with customers, prospects, and business partners. Learn how to use SQL Server Integrations Services (SSIS) stock components and/or Melissa Data’s (SSIS) Fuzzy Matching components to identify duplicate records and gain an aggregate understanding of your contacts by consolidating or linking data from all sources in your organization.

Please join Melissa Data’s BI architect Ira Whiteside, as he implements several code samples to identify similar records between two difference sources or grouping records from a single source, based on existing column string of values. He’ll also define an approach and review actual implementations of various SQL tools. To register for the free webinar, click here.

| Cool Insights
“Whatever your business problem is, high-quality data will have a ripple effect. If it’s relevant, timely and useful, it will be – to use a term – business-enabling. And if it’s not, there could be trouble.”

-- Jill Dyche, partner and co-founder, Baseline Consulting

About Melissa Data Corp.
Melissa Data is a total solutions provider of direct mail, marketing and data quality tools. Melissa Data helps companies acquire and retain customers, validate and enhance contact data, improve marketing ROI, and save money on postage and mail processing. Since 1985, Melissa Data has helped companies like the FBI, Northrop Grumman, AAA, Safeway, and the Atlanta Braves improve customer communications.   |    1-800-MELISSA (635.4772)    |



February 2011

In this Issue:

Your Data’s Effectiveness
10 MDM Myths and Realities
3 Data Quality Mistakes to Avoid
Global Data Quality
About CASS Cycle N
Did You Know?
SMARTech Consolidates Datasets

Free Trials
Identify obvious, to not-so-obvious, duplicate records. Download a free trial of MatchUp Object.

Validate email addresses instantly.
Download a free trial of
Email Object.

Append lat/long to an address for enhanced geo-targeting. Download a free trial of GeoCoder Object.

Melissa Data will be exhibiting this spring at:

• Enterprise DataWorld Conference
  in Chicago Apr 3-7
• Collaborate11 in Orlando Apr 10-14
Data Quality INSIDER
If you’re looking for more “in-the-grass” all-things-data stories, check out our Data Quality INSIDER – a sleek, glossy publication featuring exclusive articles and tips to empower and improve your data management efforts. The INSIDER also includes special offers, discounts, and links to free trials.
Read Now
Blog Highlights

So What the Heck is Data Quality Anyway?


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