Melissa Data Provides Active Data Quality tools and Services for Salesforce

Melissa Data, a provider of global contact data quality solutions, has added active data quality tools and services for the Salesforce CRM platform.

According to Melissa Data, an active data quality approach enables organizations to capitalize on multi-sourced, constantly updated reference datasets instead of rules-based validation to cleanse, standardize, and enrich data in real time.

By mirroring the flow of customer data and permitting only verified information to enter the system, CRM data can be protected as an asset for all stakeholders in the data stream, said Bud Walker, vice president of enterprise sales and strategy, Melissa Data.

Melissa Data offers a full range of data quality add-ons that can be integrated into the Salesforce platform. For example, in-depth firmographics enable CRM data to be enhanced with detailed information from 25 categories, including company name, phone numbers, SIC codes, number of employees, and total sales estimates. Matching and deduplication options uncover hard-to-detect duplicate records such as non-exact matches based on address obscurities, nicknames and abbreviations, and formatting challenges. The new MatchUp component can find obscure and near matches, defining relationships within contact records to help provide an accurate view of the customer, said Walker.  

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