Building A Strong Platform

In order to achieve a robust yet flexible information platform consideration must be given to the way in which the platform is both structured and maintained. Creating a suitable structure is only part of the process. Processes must be established that ensure the platform cannot be compromised.

Although a number of name & address standards are currently in use throughout the world, many of these standards have been designed with a particular business requirement in mind, for example, mail delivery, and so become ineffective when used for other purposes such as business intelligence.

Given this reality, the design of a functional information platform must be application neutral (i.e. independent of postal services requirements, CRM systems etc) and global (able to handle names and addresses of any country). It must also enforce integrity and allow for the effective use of data mining and emerging technologies.

Building an effective platform structure requires having provision for all possible name and address components, in their most discreet form. Obviously this will result in a greater number of fields in the structure, some of which may be redundant for the immediate requirement, however this complex structure gives rise to greater flexibility and potential use of the data whilst ensuring some level of data integrity.

Regardless of the structure employed, whether simple or complex, any platform can be compromised if the data contained within is inaccurate. A more complex structure will go a long way to preventing data elements in incorrect fields, however systems must be implemented that ensure the accuracy of the data entered, regardless of the structure.