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DATA AND DATA QUALITY MANAGEMENT
FOR A GERMAN TRADE FAIR

Knowing your customers is the key to a successful business in times of digitalization. Riverland Reply has helped to adapt the existing infrastructure of one of the largest German trade fairs in such a way that a complete view of the visitors is possible.

Trade Fair

THE CHALLENGE: GENERATING A UNIQUE VISITOR VIEW

Visitors are the key to a trade fair’s success. However, the existing infrastructure of one of the biggest German trade fairs did not support the complete view of a visitor in an appropriate way. Data was stored in different locations with different quality levels. This means: no unique customer view and many duplicates.

The organizer of the trade fair wanted to increase the data quality in multiple ways. One key point was the automatic check of current data against Google or other address and email providers to improve the overall quality. After the data cleansing, interfaces should be established to feed the marketing with valid data.

THE SOLUTION

The solution consists of a master data management solution. All different sources are automatically and periodically transferred to this core database. After unifying the structure of the data the quality enhancement takes place. This contains address checks against the Google maps infrastructure as well as email validation.

Furthermore, rules were developed to automatically scan the content of the different fields and do the appropriate corrections, like swapping field content in case the visitor entered the wrong data. One key part is the deduplication of visitor records inside the whole database. The solution was extended to establish a continuous flow of data cleansing and deduplication from source systems to target systems.

THE BENEFITS

The quality of the data improved automatically from 37% valid visitor data to 96% valid data. The hard bounce rate for email marketing was reduced dramatically. Visitor happiness increases because of deduplication and therefore reduced multiple mails or letters with the same content. At the same time this reduces costs for the trade fair. The marketing campaigns observe a higher quality and visitor satisfaction.

The implemented solution allows a single point for reporting and statistics integrating the whole customer base for the first time. This enables a 360° view of the visitor and lead to improved visitor satisfaction.