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 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.