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"We at PennWell greatly appreciate the fact that Omeda has been able to develop integrated databases for us - for the individual brand we have a database with magazine subscribers, enewsletter subscribers and all our list rental information, plus we have consolidated databases across multiple brands."
Gloria S. Adams
Senior Vice President
Audience Development & Book Publishing
PennWell Corp.

Solutions | Data Management

Most companies have marketing data stored in a myriad of different places. One of the most important assets Omeda brings to the table is the not only the ability to find out where and how that data is being stored but then to also bring it together into to one cohesive marketing database. Our team discusses your business objectives first to design a database that meets your business objectives. Through our 30 years of experience we know how to help our clients navigate through this process so you can focus on your job and not worry if your data is being stored and managed properly. While this process can be difficult, our experienced people know what questions to ask and to whom they should be guided. Once this stage is completed we now have the ability to continually manage the process to ensure your data is always actionable.

ETL – The technology industry is filled with abstruse acronyms, but in the case of any meaningful data management the concepts of Extraction Transformation and Load are crucial to the successful creation of any truly actionable marketing database.


Most organizations find that they have data squirreled away in many unique silos within their company. For example, the sales department will have the latest information concerning online sales, but we have also found that any information about returns or cancellations typically resides in the customer service department and is not necessarily reconnected back to sales. Omeda has garnered considerable expertise in not only ferreting out the location of such crucial information, but also constructing optimal ways of Extracting it for use in your global marketing database.


Once all of the relevant data has been identified and extracted it must be massaged into useful and meaningful marketing categories. For example, in one silo income categories may range from under $10,000, $10,000 - $20,000, $20,000 - $30,000, etc. In another silo these numbers may be expressed in ranges such as under $15,000, $15,000 - $25,000, $25,000 - $35,000, etc. In order to be meaningful to the marketing database consistent Transformation to comparable coding must take place.


Finally, all of the extracted and transformed data must be Loaded into a master global marketing database in such a manner that it can be inquired against, analyzed, and used for your organization's marketing purposes. This is not as simple as might seem to be the case because if each data element is not properly related to each other one, it is not possible to make rapid and useful inquires against and extracts from the resulting database.

Identity Resolution

Throughout the history of direct marketing "duplicate checking" has been one of the major topics of discussion whenever solutions to direct marketing problems were on the table. With the advent of today's digital world this concept is much more aptly described as Identity Resolution. When someone is on your website or purchasing a new product or registering for one of your events it is necessary to know - in real-time - just exactly who that person is and whether or not they have any other interaction with your organization. So, you might think of Identity Resolution as the old dupe-checking function on steroids. Rather than the old painstaking manual combing of duplicate galley's, Omeda has designed unique state-of-the-art, real-time Identity Resolution Algorithms that can even provide a percentage of assurance that this indeed is the right match. These algorithms can be customized by each of our clients depending on the nature of their data - for example it really helps to have a phone number, but if no such information exists other elements of data can be used - and the purpose of the particular identity match under consideration. This field is a science unto itself and we are proud to boast one of the most substantial identity resolution systems in the industry. If you have any difficulties in this area or even just want to know more about the considerations involved please contact us. We are happy to make one of our industry leading specialists available to discuss your issues.