Merging/Householding

Why Do You Need This?

When we talk about Big Data in today’s digital world, we are referring to INTELLIGENCE – our focus is on Customer Intelligence.
Basically, Customer Intelligence is achieved by combining data and information from various sources to create an accurate “picture” of a Customer, in terms of their profile, their purchase habits and behavior, and what/when they need.
And, since information is stored in different places, the process of integration consists of de-duplication and householding to combine into the same Customer Information File.
For example, Customer A may have bought 2 different cars of the same brand from 2 different dealers. When we integrate the data, we then recognize him as an important customer – this is the process of de-duplication, i.e. removing the duplicate records by combining into a single CIF.
In householding, we combine individuals who are from the same family, instead of seeing as a single, individual customer.