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New DataDelta(TM) Tool Analyzes CDI Business Rule Butterfly-Effects(TM)
New DataDelta(TM) Tool Analyzes CDI Business Rule Butterfly-Effects(TM)
- Enhances Accuracy of Merge/Purge De-Duping and �Single Customer Views�
Washington, D.C. May 26, 2004 � DataDelta (www.DataDelta.com) launched a new, patent-pending tool today for analyzing Business Rule Butterfly-Effects � the key to effective Customer Data Integration (CDI) for building accurate �Single Customer Views�.
David Loshin, president of Knowledge Integrity, noted industry speaker, and author of "Business Intelligence" and �Enterprise Knowledge Management � The Data Quality Approach�, echoed this sentiment. "The ability to confidently rely on automated tools to accurately integrate customer information is vital for effective CRM, marketing and business intelligence�, said Loshin.
�Billions of dollars are being invested in CDI systems from vendors such as Oracle�s new Customer Data Hub, Acxiom, Experian, Trillium, Ascential, Group 1 Software, SAS/DataFlux, SeeBeyond and others,� said Ed Allburn, DataDelta founder. �However, these systems consistently under perform because users lack the means to effectively fine-tune the complex business rules that control the overall accuracy.�
"Implementing customer matching systems is by far the greatest technical challenge involved in a new CRM project," said David Raab of Raab Associates, a marketing technology consultant and author of comparison guides for CRM and customer matching software.
Today�s sophisticated CDI systems often have over 100,000 business rules in addition to a bewildering array of configuration parameters and processing options. �When users attempt to improve accuracy by adjusting these business rules, even small changes can cause amazingly complex and surprisingly widespread changes � what we call Business Rule Butterfly-Effects,� Allburn continues. The concept of butterfly-effects is central to chaos theory and was popularized in a movie earlier this year. Allburn expands on this concept�s application to CDI in his forthcoming book �The Art & Science of Customer Data Integration�.
�Users become frustrated because they can�t see the overall impact of business rule changes on the entire data warehouse, and the results users can see on isolated samples appear conflicting or worse, misleadingly fine. It�s like trying to solve Rubik�s Cube while only seeing one side � the sample results can appear fine while the rest of the data warehouse is in reality badly scrambled.�
�Adjusting business rules is often a major challenge,� confirmed Rhonda Drake, formerly Director of Customer Database and List Management at Reader�s Digest Association and now Assistant Professor at New York University and founder of Drake Direct, a respected database marketing consulting firm.
DataDelta works like an auto shop�s diagnostic computer that tunes-up car engines, but instead tunes-up complex CDI engines to maximize the match accuracy of merge/purge, de-duping, householding and single customer views. DataDelta does not compete with CDI vendors because it enhances, not replaces, their products as well as companies� own custom, in-house matching technology. Because it is vendor-neutral, DataDelta can also be used to scientifically evaluate competing vendors and service bureaus to see their previously hidden true strengths & weaknesses, including international Unicode & non-English data.
"At DataDelta we don't make the match engine, we make your current match engine work better," Allburn concludes.
For more information, contact Ed Allburn at:
Voice: 301-352-3604
Fax: 240-461-1737
E-Mail: press@datadelta.com
http://www.DataDelta.com
About DataDelta:
Ed Allburn is a veteran of Database Marketing, Data Quality and Customer Data Integration. Since 1988 he has worked in senior technical & strategic management positions for industry leaders such as Customer Insight Company/Metromail, IBM TJ Watson Research Center, Firstlogic, Group 1 Software and others. Prior to founding DataDelta he was VP R&D for Data Quality Solutions. During his career he has been responsible for over 200 successful CDI projects in banking, telecom, catalog and other industries. His forthcoming book �The Art & Science of Customer Data Integration� will be available later this year.
DataDelta and Business Rule Butterfly-Effects are trademarks of DataDelta, Inc. All other trademarks are acknowledged as the property of their respective owners.
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