Sponsor Spotlight Column: Bud Walker of Melissa Data on Data Quality

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edw2013-sponsor-spotlightby Charles Roe

DATAVERSITY™ recently interviewed Bud Walker, the Director of Data Quality Solutions at Melissa Data.  Melissa Data are the providers of multiplatform data quality and data integration solutions for enterprises seeking to standardize, update, cleanse, enrich, validate, and manage virtually any of their critical data assets.

Melissa Data are a Silver Sponsor at the Enterprise Data World 2014 Conference in Austin, Texas from April 27 – May 1, 2014.

The Sponsor Spotlight Column (and its parallel venture the Speaker Spotlight Column) is an ongoing project that focuses on highlighting several of the central issues represented at the many Data Management conferences produced by DATAVERSITY.

The primary emphasis of the interview was to question Bud Walker and Melissa Data on their current work and history within the industry, with particular importance on the products and/or services being highlighted at the upcoming conference:

DATAVERSITY (DV): What’s your company elevator pitch? Why should a business person care about the solution you provide?

Melissa Data: Melissa Data offers modular Data Quality that does not require the purchase of monolithic Data Quality applications and can be targeted in a smart sharp tool approach to provide results exactly where they are needed without expensive solution suites.  Business people should care because Data Quality directly impacts the bottom line.  Bad reputations, lost sales and marketing opportunities and misplaced shipments cost businesses millions upon millions per year.  The same solutions Melissa Data provides can be used from the point of entry where bad data is collected to the back end where legacy data is stored.

DV: What will you be highlighting at EDW14?

Melissa Data: Melissa Data’s domain expertise in Matching, Golden record and Survivorship will be highlighted.  Our products demonstrate that matching issues around nicknames, street abbreviations, cardinals, ordinals, vanity names, house-holding can be resolved without overly complex rules based on matching.

DV: What’s the unique selling proposition of your product or service versus your competitors? What do you do that nobody else does (or better than anyone else)?

Melissa Data: As business moves globally, accurate reference data is increasingly important.  Melissa Data’s connectivity to raw sources of information such as postal agencies, logistic and mapping agencies, Telcos and more give us an edge in the global DQ market.

DV: Why should EDW14 attendees stop by your booth this year?

Melissa Data: To gain additional understanding of why Data Quality saves more than it costs and why comprehensive Global DQ solutions from Melissa Data are in use by more than 6,000 companies.

DV: What do you see as the most significant trend happening at this time within the Data Management industry?

Melissa Data: “Big Data” and deriving meaning from it.

DV: How is such a trend going to affect your particular business focus? How does your product/service address that trend?

Melissa Data: Melissa Data’s focus on normalization, powerful enrichments and ancillary information for critical data attributes empowers Big Data analytics.  Our collection of reference data such as personal, property, business, location, demographic and international sources can turn Big Data into Big Insight, resulting in Big Savings.

DV: What is the biggest challenge your customers are facing when it comes to Data Management?

Melissa Data: Data Management is a field populated with many ways of doing things, long forgotten hacks, and reinvention of the wheel.  Companies are beholden to processes and solutions that have long since deteriorated because the vendor offered a monolithic approach to solving problems.

DV: How are you as a company working to address that challenge?

Melissa Data: Melissa Data solutions are flexible and can be more easily replaced, upgraded and migrated onto new platforms.  Moving to a new language, platform, Cloud or other changes does not require changing your vendor.

DV: What’s the most exciting thing currently in your product or development pipeline that customers can look forward to in the near future?

Melissa Data: Data Quality scoring.  It adds unique perspective to Survivorship and Matching.  It’s not simply a matter of scoring whether a phone looks like a phone, but is it active, callable and is the address deliverable and updated when people move.

DV: What’s your favorite quote on “Data” or “Data Management?”

Melissa Data: “The price of light is less than the cost of darkness.” Arthur c. Nielson.

If you are interested in more information about sponsors and exhibitors at EDW2014 see the full listing at: http://edw2014.dataversity.net/sponsors.cfm

About Enterprise Data World:

Enterprise Data World is the business world’s most comprehensive educational event about data and information management. Over five days, EDW presents a diverse schedule of programming that addresses every level of proficiency, including keynotes, workshops, tutorials, case studies, and discussions.

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