Business Tip 16
How to ... Map Multiple Data Sources

Dramatically improve the ease with which insights can be derived when making presentations ... combine two or more data sources to broaden the scope of your information.

As we've seen in earlier Tips (see Tip #3 and Tip #4), combining two or more data sources, such as retailer POS and manufacturer shipping data, can dramatically improve the ease with which insights can be derived when making presentations. And the ability to include more granularity of information within that mix can broaden the scope of those insights significantly.

Unfortunately, there's no set standard for the way different data suppliers categorize and name individual sku's in their files, so "mapping" different sources together is quite a feat. In this first in a series of specific, "How To's", let's look at the way Interactive Edge's XP3® Suite tackles the challenge.

Creating Data Mapping Libraries

Customizable promotion calendars

It’s a lot easier to secure early commitment to key programs, events and dates if a calendar can be modified, extended or customized on the spot. With an interactive marketing calendar, manufacturers are able to secure early commitment to key programs, events and dates while retailers can block dates and add their own local programs to the schedule.

Each Data Source has its own Dictionary

Within a library, individual data sources for a specific dimension are mapped to a Master List. The Master List is usually the data source that is the most robust in terms of products, measures, geographies etc.. The Master List should also reflect the levels at which the business needs to be managed and action taken to correct problems.

Importing Mapping and Master Lists Saves Time

Master Lists and mapping should be able to be imported from external sources if they are available. This capability is needed when there is a major reorganization of databases resulting in new product names or product structures that may invalidate the current mapping.

Advanced Algorithms Use Intelligence to Map Items

In the absence of matching on numerical fields, auto match algorithms can remove extraneous characters and examine individual text strings to determine the probability of a successful match.

Abbreviation Dictionaries Improve the Match Process

The use of abbreviation translation dictionaries improves the probability of a successful match. Translation dictionaries should be available for each data dimension and each data source being integrated.

Sharing of Mapping Information is Critical

Understanding the Data Mapping and insuring data integrity are accomplished by sharing the mapping output for all users to view.

Documenting and sharing the mapping insures that everyone can see when several SKUs for one data source are “folded” into one SKU for another source.

Creating the Integrated Data Source

As new data sources are read into the database or accessed via natural and ODBC connectivity to server databases, mapping dictionaries are referenced to combine the data into the single integrated data source.

The data, products and accounts depicted in this example are fictitious. Any resemblance to actual data, products or accounts is purely coincidental.