The Data Advisor

Industry Notes
Just What the Doctor Ordered: 4 Ways to Data Quality Health
Is your data quality management initiative healthy? Business intelligence expert Rick Sherman lays out a step-by-step plan to prevent data quality problems up front, before it contaminates your system.   Read more.

3 Steps to Building a Business Case for Data Quality 
Garbage in, garbage out. Those words of wisdom have been with us for as long as computers have played integral roles in business operations and perhaps, even longer. It doesn’t take a rocket scientist to figure out that if the data used to solve a problem or perform a task is flawed, the results are going to be substandard as well. That’s why it’s imperative to build a strong business case for data quality. The question is – how do you give it that extra push?  
Read More


A Smart Way to Validate, Correct and Enrich Your Contact Data
WebSmart ensures that all your contact data, including addresses, telephone numbers, emails and names are valid. This collection of services is easy to integrate into your business process, application or website to improve productivity, reduce costs and achieve clean, usable data.
Get a free trial now.

Email Deliverability Rates Low? The Reason Why
A recent Email Marketing Census study by Adestra, an email services provider and Econsultancy, revealed some surprising results. One major nugget uncovered – email deliverability rates are drastically down. A jaw-dropping 88 percent of marketers have no idea how much they lose through non-delivery, the study notes. A big factor – the lack of data cleansing.   Read more.

Developers Corner
How to Identify Not-So-Obvious Duplicate Records
You’ve encountered these before – data that appears to be multiple sets of unique information, but are actually duplicate records. Most data contains these “non-exact matching” duplicate records, which are very difficult and tricky to identify. But there is a way to outsmart the system.   Read More

Real-Life Application
Tempe Utilizes Address Verification Solution to Build Data Warehouse
To communicate with its constituency, the City of Tempe sends thousands of pieces of mail each week. The city’s mailing labels are produced from the address information stored in the city’s application database, which is not central in nature. But the problem was that some of the city’s contact data contained inaccurate or incomplete address information. And that’s where the challenge begins.   Read more

Data Byte
Did You Know?
The USPS® is actually responsible for doing more than just receiving and issuing mail—like managing hundreds of thousands of new and updated data. According to the Postal Customer Council (PCC), the USPS processes approximately 155,116 address changes in a single day. The data-hub also appends up to 3,048 new addresses to existing delivery routes daily.

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)    |


April 2011

In this Issue:

4 Ways to Data Quality Health
3 Steps to Building Data Quality
Email Deliverability Rates Low?
Identify Not-So-Obvious Duplicates
Tempe Uses Data Verification Tool
Did You Know?

Free Trials
Parse full names and determine gender makeup with Name Object
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Validate, correct email addresses with Email Object
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Identify, extract, organize free form data with RightFielder Object
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Subscribe to our product-specific newsletter and get tips on how to better optimize the performance of our data quality tools.                       More info here.
Blog Highlights

Data Quality is Not Just a
   Matter of Taste


Data Profiling & Fuzzy Matching in SSIS
April 27 at 10 am PST

Learn how to use SSIS and Melissa Data’s Data Profiling and Fuzzy Matching components to gain an aggregate understanding of your contacts by profiling, consolidating and linking data from all sources of your organization. Register here.

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