Discover the benefits of data profiling.

Despite our best efforts to ward off any hazardous data gremlins, the majority of us continue to encounter data difficulties. Most organizations do possess data quality problems, which is many times overlooked or unnoticed. The most effective way to ensure you are improving the data accuracy of your business is through data profiling.

Data profiling is all about improving quality. The entire process encompasses the statistical analysis of examining data available in an existing data source. Only by systematically examining every crevice of your data can you gain a complete insight into the data quality of your systems.

What it measures.

Data profiling allows for a complete three-dimensional analysis of your data to attain what would be otherwise unachievable through manual methods. The analysis determines the entire structure and internal relationships of datasets.

Data profiling measures for:

  • Completeness of a data set
  • How unique each value is
  • The distribution of records
  • Range analysis
  • Formatting analysis, and more.

Consistent data profiling results in a database of information that is better and easier to manage for future campaigns.

Gain a full understanding.

Gaining the ability to understand your data is the most important benefit of data profiling.Identify and prioritize your data quality problems to ensure that your databases are performing properly before moving forward.

You can also highlight your company’s strengths and weaknesses through data profiling. By implementing this process, you will be able to reveal any business-violated rules or anomalies. Additionally, you can identify any shared characteristics across data elements. Data profiling is an important step in assessing the current state of a company.

Reduce costs.

With proper data profiling, companies are able to dramatically reduce the cost of storing information. The process ensures that redundant data copies are identified and eliminated from the database. Outdated information is no longer needed or useful to a company’s records. By implementing this form of data analysis, you can rest assured that your records are clean, accurate, and on target. Deleting these superfluous pieces will free up valuable space and decrease the cost of storage in the long run.

Identify how to optimize.

Take this analysis one step further by producing a full customer persona for your target audience. Segmenting and profiling is what brings relevancy to your data and the ability to send personalized targeted messages. By investing in data profiling, you are investing in your consumer. It allows you to discover your current best customers along with powerful activity trends amongst your multi-channel databases. By doing so you will be able to optimize the response of your campaign messages.

Get started.

With the right tools, data profiling will open up a huge amount of insight into your company’s data quality. Without first understanding the data you possess, you will never be able to properly move forward in your campaigns to reach your maximum potential.

If you want to learn more about how Bridge can help you dive deeper into the depths of your databases and dramatically improve how you utilize those points follow up with us here.

Holly Claytor

Author Holly Claytor

Digital Marketing & Branding Intern

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