An international family resort destination company has a global presence and hosts millions of visitors every year. To accommodate the sheer volume of customer interactions, the company operates a massive guest reservation system linked to multiple data sources. With thousands of new entries manually entering the system daily, data quality problems are inevitable.
The company’s guest reservation system is composed of more than 14 underlying systems, and obtaining consistent data from these systems creates both data integration and data quality challenges for the company. The organization sought a solution to cleanse, standardize, match and improve customer data.
The company needed to validate, correct and improve the accuracy of its guest address information by standardizing and de-duplicating its existing data via batch cleansing. This was part of a larger effort to institute data governance controls in real time to maintain high levels of data quality.
Since improving the overall usefulness of its data was a major goal for this company, it sought to integrate list management into its data quality solution. As a family destination, the company was particularly interested in implementing householding — combining multiple records from individual guests who live at the same address into a master household record. Furthermore, the company wanted to enrich its guest database with demographic data to create better, more targeted marketing initiatives and better analytics.
After analyzing a number of proposals — based on criteria such as the quality of the service offering and vendor experience in their market — the company chose DataFlux.
The company selected DataFlux to analyze, improve and control data. With its industry-leading graphical user interface, DataFlux gives business users powerful data management capabilities and complete control over data quality initiatives, allowing business users to easily create business rules to ensure that data meets company standards.
Once the rules have been created, DataFlux technology can extend those same rules throughout the IT environment in batch or real time, making data quality an integral component of day-to-day operations.
DataFlux technology helped the company more effectively manage its information — validating, cleansing and improving its customer data — to help enhance relationships with its customers.
Using the pre-configured address standardization capabilities, business users were easily able to create workflows that could recognize and standardize the multiple international address formats within the company’s data. DataFlux users were also able to use address information to combine records on family members into master household entities, helping the company easily recognize repeat customers and more effectively target their marketing efforts. More importantly, as the company continues to expand to support other customer-facing initiatives, the scalable DataFlux solution will be able to grow with it.