rkh: For example purposes only—some content has been removed. DATA QUALITY IN ACTION: CHALLENGE IN AN INSURANCE COMPANY. Miguel Feldens GoDigital Precision Marketing firstname.lastname@example.org. Dalvani Lima GoDigital Precision Marketing dalvani @godigital.com.br.
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rkh:For example purposes only—some content has been removed
Miguel FeldensGoDigital Precision Marketingmiguel@godigital.com.br
Dalvani LimaGoDigital Precision Marketingdalvani@godigital.com.br
Luis Francisco LimaGoDigital Precision Marketingfrancisco@godigital.com.br
Executive Summary/Abstract: It is obvious to say that data quality management must be a major concern in all industries. Strategies for customer relationship management (CRM), and business intelligence (BI), for example, can only be as good as the quality of data. Both internal and external data stores should have quality standards defined, measured, analyzed, and improved, to succeed.
“Lazy typing”, for example: 05/05/55, 06/06/66...
This kind of data entry may corrupt customer profile analysis, for example.
Alternatives to correct- Alternative sources (assistance)- Direct contact with the customer- Inference from profileThese cases had to be addressed in individual basis
Discard incorrect information
John DoeSSN 7127067003011th, Cauduro St Suite93ZIP 90000
Sales Channels / Banks
Unique Customer View
John DoeSSN 7127068003045 Raphael Zippin POAZIP 9128 5200
Behavior + Performance
John Doe11, Cauduro St – Room 93Porto Alegre CityPhone Number 3311 2962
John DoeSSN 7127068003045 Raphael Zippin POAPhone 51 3311 2962
Customer record must be unique, and preserve relationships with all related entities from internal and external sources.
Retrospective (KPI) and Predictive Models
InformationIntegrationMapping different schemas, buildingand propagatingkeys to link externaldata sources.
Extract, transform,and load operationaldata, into the UCV.
Inference, and validation.
Structure Customer ViewUnderstanding IP consumer needs,and business strategies.
Modelling the necessary datastructures to supportthem.
Unique Customer View
Some actual discoveries:
Increased Analytical PowerTreatment and enrichment of customer data plus Data Mining, revealing more than U$ 10 M in cross-sales opportunities just for the active customer base.
Assessment of active customers using discovered rules:
* Actual products and numbers where changed due to non-disclosure agreement
On-line Data Quality
Value-added information in the touch-points with the Integrate KPIs, predictive models, and differentiated Call center
 Andersen. Brazilian Insurance Market 2000/2001. Andersen, 2001.
 Eyler, T. et all. Reinventing Insurance Sales. The Forrester Report. Forrester Research, 2001.
 Wang, R. Y. A “Product Perspective on Data Quality Management”. Communications of the ACM, Vol. 41, No. 2, February 1998, p. 58-65