Equinox Pumps Up Data Quality with DataFlux

Release date: 6/25/2008

Leading fitness club leverages dfPower Studio to create unified view of customer data.

CARY, N.C. (June 25, 2008) — DataFlux, a leading provider of data quality and data integration solutions, today announced that Equinox, operator of high-end fitness clubs nationwide, has selected DataFlux dfPower Studio to power its data quality and de-duplication initiatives. Equinox selected DataFlux to increase the effectiveness and utility of its customer data in several customer facing programs. 

Equinox generates millions of customer contact records from several customer facing applications. With disparate systems collecting information at different points of entry, Equinox had difficulty managing the data at an enterprise level once it was collected. The company selected DataFlux dfPower Studio to deploy a data quality and de-duplication initiative to remove redundant records and provide a single, enterprise-wide view of the data, enabling the company to re-use the data in a number of marketing and customer outreach campaigns.

“Understanding and managing our customer data is vital in our efforts to market Equinox and promotes growth through customer acquisition,” said Elliot Cordo, manager of enterprise data for Equinox. “With inconsistent or unreliable data, we found it difficult to manage data and incorporate customer information into marketing and promotional campaigns. DataFlux enables us to cleanse the data to generate a single view of the truth, greatly increasing the value of the data, and as a result, the efficacy of our customer campaigns.”

Since implementing DataFlux, Equinox has been able to eliminate redundant customer data entries that impaired customer retention campaigns. Prior to DataFlux, customer data was held in silos based upon the input interface, which made searching for member history across applications difficult. With few controls on data quality, new customer entries were created and entered into the database, compounding the data confusion. By eliminating the duplicate customer records, Equinox was able to generate an accurate view of their customer data and provide true insight into each customer’s history. As a result, Equinox was able to greatly improve marketing and promotional campaigns designed for new and current members.

“DataFlux has a long history of working with companies like Equinox that understand the organizational impact of improving data quality,” said Tony Fisher, president and CEO of DataFlux. “By addressing a fundamental customer data quality and integration challenge, Equinox was able to understand each customer’s unique attributes and successfully implement customer relationship campaigns that generated great ROI.”