A Revolutionary Patent Awarded In Data Cleansing

Online, February 13, 2013 (Newswire.com) - An innovative approach to analysing and reporting on certain data cleansing, update and comparison processes has landed Effective Intelligence the first patent of its kind to be granted in South Africa.

Effective Intelligence has been granted a SA patent for the method of reporting on a data cleansing process that is expected to be particularly applicable to databases that host client or customer details that are used in customer relationship management systems, including retailers, insurers and banks.

Normal data cleansing processes do not provide sufficient intelligence for the user to effectively identify and extract the information that has been modified or updated in specific ways. This results in much of the cleansed data being either unused or incorrectly used. The result is that only a portion of the updated data is used optimally and therefore the costs often don't justify the results.

In addition, clients are often charged for minor changes in certain data fields within a customer record that have no impact on the outcome. Therefore, the cost is often excessive and the utilisation by the client shows no measurable gain, often leading to the conclusion that the update process adds little value.

Effective Intelligence is a specialist in providing value-added customer contact update services as part of its portfolio of business intelligence services and has long recognised that it is difficult for clients to easily understand, identify and extract the information that has been changed and is now valuable.

The new cleansing process has been invented to improve the efficiency of data cleansing processes that covers all aspects of contact data, including personal data, addresses, telephone numbers, e-mails, etc. This method can be automated by clients to take on and use the data with no manual processes delaying the take-on or enrichment of customer data.

The innovation will ensure clients save significant labour and processing time while also improving the measurable results, for example in tracing or marketing campaigns. The result is more effective data quality management, improved savings, optimal use of modified data and therefore an improved ROI.

Effective Intelligence is launching a number of new solutions and services targeted at better data and information utilisation during 2013. It is recognised as one of South Africa's first and largest specialist data services companies that has been a leader in the data quality and BI solutions markets since the nineties.