Greensboro, NC - DataDelta, Inc. (www.DataDelta.com) in partnership with market research firm The CDI Institute (www.the-CDI-Institute.com) today announced the launch of the "Single Customer View Accuracy Survey" - the first Customer Data Integration (CDI) industry survey to measure Single Customer View accuracy resulting from CDI projects.

"The ability to cut through complexity and provide an accurate view of the customer is one of the most important aspects of information management today," said Janet Perna, general manager of IBM's Information Management division, when commenting on IBM's recent acquisition of CDI vendor DWL.

"Janet Perna is absolutely correct," said Ed Allburn, president and CEO of DataDelta, the CDI industry's first vendor-neutral tool to analyze and fine-tune CDI system accuracy. "Traditionally, CDI has focused mainly on the mechanics of data integration with less attention paid the accuracy of the actual results. IBM's 'accurate view' emphasis is another indication that increasingly sophisticated users with increasingly powerful Business Intelligence technologies are demanding increasingly accurate CDI results," Allburn concluded.

Philip Howard, Research Director at Bloor Research and author of "Data Quality: An Evaluation and Comparison" concurs, "with existing technologies most companies using CDI have to compromise between the accuracy of matching that they use - either they have to accept a number of false matches or they have to put up with too many duplicates - that simply isn't acceptable and undermines the whole concept of data being fit for purpose."

This survey is the first of its kind, and also captures users' perceptions and attitudes regarding the accuracy of their current Single Customer View. Initial survey results will be presented at the 17th Information Quality Conference hosted by Larry English and The International Association for Information and Data Quality (IAIDQ) September 19-23 in Houston, Texas. Survey respondents will receive a free copy of the published results and may participate in the survey online at: www.DataDelta.com/survey

"Positive customer identification via record match accuracy is a critical, yet often error-prone, component of CDI," said Aaron Zornes, former META Executive VP and now Chief Research Officer of the CDI Institute, the only market research company focused exclusively on CDI.

The survey results will be partially based on DataDelta's CDI accuracy analysis tool. This patent-pending technology works with existing CDI systems from vendors such as Ascential (recently acquired by IBM), Firstlogic, Trillium Software, DataFlux and others. "DataDelta works like an auto shop's analysis computer for fine-tuning car engines, but our tool is used to analyze and fine-tune the business rules for match engines," explained Allburn.

David Raab of Raab Associates, a marketing technology consultant and author of comparison guides for CRM and customer matching software, points out that the CDI accuracy problem may be much more wide spread than previously realized. "The complex nature of optimizing record matching business rules means that most companies likely have serious problems with at least some of their data," explained Mr. Raab.

A unique aspect of DataDelta's service is its ability to focus analysis on specific customer segments in the data warehouse, such as the most profitable customer segment. Segment-focused analysis is especially important for compliance applications, such as Sarbanes-Oxley and the "Know Your Customer" directive of the Basel II Accord in the financial community.

About DataDelta:
DataDelta's patent-pending technology maximizes the match accuracy of current Customer Data Integration (CDI) de-duping systems for building a "Single Customer View". DataDelta accomplishes this by providing the world's only analysis tool for scientifically isolating and quantifying "Business Rule Butterfly-Effects" for users to precisely analyze the impact of matching business rule refinements on the entire data warehouse. For more information, contact DataDelta at: http://www.DataDelta.com

About The CDI Institute:
The CDI Institute is the only research advisory firm focused exclusively on Customer Data Integration (CDI). The institute provides insight into the CDI decision making process in North America and Europe via a "trusted advisor" relationship with the CIOs, CTOs, enterprise architects, and CDI project leaders at 1,800+ Global 5000 enterprises currently engaged in CDI infrastructure build-out. For more information, contact The CDI Institute at: www.the-CDI-Institute.com

DataDelta and Business Rule Butterfly-Effects are trademarks of DataDelta, Inc. All other trademarks are acknowledged as the property of their respective owners.

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