MDM in Retail

Sports Apparel Company Improves Customer Experience with DQ and MDM

An international sports apparel company, known for its customers’ brand loyalty, developed a strategy to improve the customer experience on its e-commerce website. Part of the company’s attraction is its ability to design products and tailor marketing to its customers.


Underlying dirty data provided by marketing partners prevented the company from accurately identifying and therefore serving customers visiting its e-commerce site. Because the data quality was very poor, manually cleansing was not a viable solution. The company also needed quick and reliable results to meet aggressive deadlines. Therefore, they decided not to build an internal application because maintaining it would cost more than employing external consultants or buying a prebuilt solution to cleanse the data.


The company chose Semarchy and Melissa Data to solve its data quality and data management challenges. Semarchy, an innovative provider of multi-domain Master Data Management software, partnered with Melissa Data, a leading provider of contact data quality services, to offer a fully integrated and automated contact data cleansing and validating solution.

The project started with 300,000 customer records that needed to be loaded into SAP Hybris for the apparel company’s marketing and e-commerce initiatives.

The company used Semarchy’s integrated plug-in with Melissa Data’s Global Address Verification and Personator services to cleanse and validate address, phone, and email data. The team configured pre-built Semarchy plug-ins to easily access the data. This solution delivered results the fastest and was more maintainable and repeatable than manual cleansing. The project took one day of professional services to complete.


Using the improved contact data provided by Melissa Data, Semarchy matched and consolidated the customer data. Today, the apparel company is able to build accurate customer profiles and correctly segment its e-commerce market thanks to the partnership between Semarchy and Melissa Data

Melissa Data Enrichers for Semarchy.

Industry: Retail
Domain: Customer 360°

Semarchy provides the fastest time-to-value multi-domain data management software for all your reference and master data: customers, products, assets, employees, hierarchies and more.


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Melissa Data
The leading international provider of data quality and address verification software. Melissa Data's affordable, easy-to-use solutions for data cleaning and deduplication can be used separately or together to provide full global data quality. Melissa Data specializes in Microsoft .NET and SQL Server Integration Services, IBM, Java and Oracle environments with APIs, Web services and enterprise plugins that empower batch and real-time applications. Melissa Data also provides a full line of direct marketing solutions including mailing software, list hygiene and data append services, and a comprehensive line of mailing lists and sales leads.