Data Hygiene Criteria

Brierley Data360™ starts by creating a custom set criteria with which to judge and organize your existing data. By using attributes like name, address, delivery point validation, and other unique-to-you customer characteristics, Data360 is able to organize your customer audience, and remove any outliers or duplicates. As you’ll see below, Data360 takes a complete look at every behavioral, demographic, and psychographic element relevant to organizing your loyalty audience into an actionable audience.

Deterministic & Probabilistic Matching

After your customer population has been put through a hygiene scrub, Brierley Data360™ employs unique deterministic and probabilistic matching algorithms to locate matching or disparate profiles within your system. These matching systems are beneficial to locate and merge partial profiles, as well as locate and purge duplicates. They also allow us to find like profiles, which exponentially multiplies the amount of criteria you have with which to create and cater loyalty messaging.

Intelligent Merging & Purging

The primary method with which Brierley Data360™ vets, merges, and purges profiles is what’s called the Brierley Matching Waterfall. By creating a stair step of criteria, systematically removing or matching profiles, Data360 is able to find any partial matches, and successfully identify completely new customers. In the end, you’ve got a clean and optimized loyalty population that has been completely purged of duplications. Following the deduping process, your audience is characterized across 360º of attributes, which we’ll revisit below.

Continuous Data Evolution Through Advanced Analytics

Optimizing your loyalty population isn’t a one-time job, and Brierley Data360™ is built with this ongoing mentality in mind. By continuing to evolve your data, Data360 is able to seamlessly integrate new customers to your population, as well as employ tactics like advanced analytics and householding to give you a comprehensive understanding of not only how many individuals are in your system, but how many unique households and the true value of each one. Ongoing deduping also occurs, ensuring comprehensive customer population hygiene. Your database is enhanced through adding new attributes like specific demographics and self-reported data to your criteria scope, but more importantly, the integration of predictive and advanced analytics shows you where each individual is moving in their lifecycle so you can stay ahead of your competition. Brierley Data360™ always looks for new ways to get your audience to take action, and engage with your brand through loyalty.