Reading the data to create coherent and increasingly performing profiles is the winning element for which company data have a real value in marketing optimization and business intelligence services. Unfortunately, the reading of these data, in many cases, is performed without a true classification of the base data, producing analytical aberrations in aggregating subjects other than the source but not recognized as such.

Classifying and doing it in a coherent way to identify the different element before any transformation of the base data into an analytical data is at the basis of the Data Cleansing functions.

The preliminary use of these techniques means that they can maximize the performance of the analysis by diversifying and aggregating correctly the profiles that are generated.

Profiling without classifying ? Gaetano