Melissa Data: Fundamentals of Matching Customer & Contact Data

Webinar: Fundamentals of Matching Customer & Contact Data

Melissa Data webinar explaining some basic address elements and address matching criteria. The webinar preaches the importance of data standardization and shows how some records might not be caught in data cleansing functions such as duplicate removal. The webinar coins the phrase “Golden Record” when talking about preserving the most complete and accurate record. This is very important as most duplicate searches don’t analyze the database to determine which record is “more important”.

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