CognitiveDATA
"THE DATA QUALITY EXPERTS"
Website: http://www.cognitivedata.com
E-mail: mguenther@cognitivedata.com
Phone:
866-243-7883
WHAT'S THE CHALLENGE?
Customer files within the retail/catalog industry are changing rapidly as new information gets added on a daily basis from stores, catalogs, and the web. Even with the most strenuous efforts in place to qualify 'new to file' transactions, the customer file continues to accumulate dirty and disparate data.
multichannel Merchants with strong customer recognition initiatives are looking for solutions to:
- Correctly identify and value the customer
- Promote to the customer at his/her most current address.
WHAT'S THE CULPRIT?
Traditional address integrity and consolidation processes use character based logic and look up tables that are ill-equipped to assess the totality of a customers’ name and address permutations that accumulate through multiple customer touch points. Traditional systems are easily deceived by minor variations in the name and address elements.
In a nutshell, these processes - first introduced in the 1970's - have reached "terminal velocity" and cannot technically evolve any further. Structurally, they were never designed to recognize variations in customer information created by a very mobile public, purchasing through multiple channels.
WHAT'S THE SOLUTION?
Powered by Customer Data Integration (CDI) technology, IntelliDRESS® by CognitiveDATA utilizes corroborated historical consumer knowledge sources to assimilate the customer's mail recipient behavior. Fuzzy logic driven associations are made between current and previous address, real names and nicknames, maiden names and married names, and multiple variations of business names.
By comparing the reference record against the consumer knowledge sources, a single identity is established for each unique individual, business, and addresses, enabling the convergence of a customer's identity and current address regardless of his or her previous mobility or inconsistencies in name and address.
TRADITIONAL PROCESSING VIEW:
(4 Unrelated Single Buying Customers)
IDLink |
CusKey |
Chan |
Name |
City/State |
Recency |
$ |
58 |
60608923 |
Store |
Beth Snyder |
Denver, CO |
20040910 |
$180 |
58 |
60607244 |
Web |
Elizabeth Allen-Snyder |
Denver, CO |
20040 |
$210 |
58 |
60606135 |
Cat |
Beth Allen-Snyder |
Boulder, CO |
2003041 |
$260 |
58 |
60606004 |
Store |
Elizabeth Allen |
Newark, NJ |
20030108 |
$120 |
COGNITIVEDATA PROCESSING VIEW: (1 Consolidated Customer - 4X Multi-Buyer)
IDLink |
CusKey |
Chan |
Name |
City/State |
Recency |
$ |
58 |
60608923 |
Store |
Beth Snyder |
Denver, CO |
4 |
$770 |
WHATS THE COGNITIVEDATA BENEFIT?
- Accurately identify customers by collapsing hidden buying aliases.
- Improve the performance of selection models by correctly valuing individuals & households.
- Generate higher revenues by reaching more of your branded buyers at their current address.
- Reduce promotional expense by proactively identifying non-performing promotions.
