Custom Research Chooses DataFlux dfPower Studio

DataFlux Corporation, an award-winning developer of data cleansing and integration software, announced that Custom Research Inc, Minneapolis, MN, part of the GfK Group, has selected and implemented DataFlux's dfPower Studio software to streamline maintenance procedures on its databases. Custom Research was searching for a cost effective, flexible and user-friendly solution to improve the accuracy, consistency and usability of critical data for their unique applications.

Custom Research Inc, (CRI), provides marketing research, customer satisfaction , and database analysis services worldwide. While in the process of building a data mart for a client, CRI investigated and selected DataFlux dfPower Studio in order to combine data from two separate locations. The client's data contained many customer records for each location. To eliminate duplicate mailing efforts and to calculate revenue figures on a per customer basis, the multiple customer records needed to be combined into one representative record. The CRI database was running on SQL Server 7, and contained 49,000 unique customer records, which included 137,000 billable services associated with those accounts. In addition, CRI wanted to append these records with additional external overlay data to run final reports. Since DataFlux's dfPower Studio software is designed to process from thousands to tens of millions of database records on any standard relational database, Custom Research was able to meet their client's needs quickly and efficiently.

Corey Kahl, senior database marketing associate at CRI said, "We get our data from our client's billing database. We needed to reorganize this data and combine it with additional market research information into one data mart. The reason to have this data mart is to initiate a variety of marketing plays to increase services. Some of that will include mailings, so we need to clean up the mailing address as well. It didn't seem as though there were many solutions to help me do what I was looking for, trying to combine like records. I needed the flexibility to manipulate the data in a variety of ways. DataFlux was the only company that was versatile enough at an affordable price."

Tony Fisher, president of DataFlux commented, "We are quite pleased to be working with Custom Research, a well-known leader in marketing research and database analysis services worldwide. This implementation of dfPower Studio is especially important because Custom Research has built its reputation delivering value while working with other companies' databases. We feel that DataFlux adds further value to the equation by enabling Custom Research to significantly improve data quality for its customers."

DataFlux's technology platform is a sophisticated, practical, practiced pattern recognition technology. The award-winning, point and click technology provides organizations the ability to: eliminate duplicate records in large databases; intuitively identify and correct anomalies where inconsistenci es, misspellings or transposed characters exist; provide data enhancement, data standardization and data integration between multiple databases; and verify, correct and augment mailing addresses in both batch and real-time.

About Dataflux Corporation

Founded in 1996, DataFlux is a North Carolina-based software company that provides leading edge, award-winning technology for data cleansing, data augmentation, data consolidation & conversion and data scrubbing. The versatile DataFlux products are designed to significantly improve the accuracy, consistency and usability of an organization's critical data, enhancing the effectiveness of data-driven applications and initiatives such as data warehousing, e-commerce systems, data mining, customer information systems, sales force automation, marketing databases, customer/prospect profiling and list management. DataFlux is a wholly owned subsidiary of SAS, a leader in decision support and data warehousing, providing integrated enterprise information-delivery solutions and e-business solutions. For more on DataFlux, visit: www.dataflux.com.

Contact Steve Traugott, Demaree Public Relations Inc, 603-428-4411, straugott@demaree-pr.com.