Marketing & HR Information Systems

Segmentation / Churn, CRM migration, Recommendations, Optimization of marketing campaigns, HRIS Migration

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Improving the quality of HR data before migrating to a new HRIS

Improving the quality of HR data as well as monitoring the reliability of this data over time was for our client an essential prerequisite for the success of its future projects, first and foremost the migration to its new HR platform.

Solution provided by Tale of Data

Automated Quality Audit reports detecting anomalies at the cell, column or row level: missing or malformed data, outliers, duplicates.

Automation of data quality operations: cleaning, harmonization, enrichment by fuzzy joins on first and last names, deduplication.

Implementation of the validation rules (Tale of Data business rules engine).

Creation of alert dashboards, in order to anticipate and prevent possible drops in data quality over time.


Reduced data migration time to the customer's new HR database.


Increased efficiency of Business / IT collaboration on data reliability.


Strong increase in reporting consistency thanks to improved data quality.


Risk reduction on the whole project : namely the migration of all their HR data to their new HRIS platform.

Optimization of Marketing Campaigns by improving Data Quality and enriching CRM data

Our client wanted to increase the relevance of the marketing messages sent to his customers. To achieve this goal, he needed to improve the segmentation of his customer base and therefore solve the following two problems:

  1. Reliability of CRM data: multiple views of the same customer (duplicates), inconsistencies in emails, postal addresses and phone numbers

  2. The lack of contextual information about customers in the CRM

Solution provided by Tale of Data

Verification + geolocation of postal addresses, enrichment of each address with the IRIS code (for french addresses).

Multi-criteria matching (name, first name, address) and multi-strategy (phonetics, Levenshtein distance, N-gram,…) deduplication.

Correction of telephone numbers, verification of the country code if present, otherwise reconstitution of the country code from the address.

Emails: checking for the existence of domains (, fixing differences between a contact's name and the spelling of their name in the email.

Enrichment (Data Augmentation) by cross-referencing with the Open Data First Names Repository: determination of the most probable age group for each customer from their first name.


A unique view of each customer thanks to deduplication (Single Customer View).


A more relevant segmentation thanks to data enriched using IRIS code deduced from geolocation. Indeed, many Open Data datasets use the IRIS code as a key and provide valuable information: standard of living, equipment and services, housing, energy consumption, medical functions, etc.


The recovery of e-mails + telephone numbers + postal addresses has made it possible to significantly reduce message sending failures.

The information acquired on age groups made it possible to further refine the segmentation.


Optimization of communication campaigns by verifying people's identities and correcting postal addresses

Our client, a French department, wanted to communicate with the beneficiaries of various services (household help, help for the elderly, remote assistance, etc.). The objective was to avoid unnecessary mailings which created an image problem or generated unnecessary costs: several mailings to the same people, wrong addresses, mailings to deceased people, ...

Solution provided by Tale of Data

Reconciliation of the postal addresses of beneficiaries with the French National Address Database.


Multi-criteria (name, first name, address) and multi-strategy (phonetic, Levenshtein distance, N-gram, etc.) deduplication in order to identify duplicates, family homes (same last name and same address) as well as the people benefiting from several services).

Identification of deceased people in order to remove them from mailing lists: cross-referencing with the Open Data Deceased People Repository, on the last name and first name (phonetic + gram) as well as on the date of birth.


Identification of people under a single identity, regardless of the services from which they benefit.


Sharp reduction in the number of postal items thanks to the identification of individuals and family homes (several tens of thousands of stamped letters saved over the year).


Fraud detection: identification of people benefiting from services which are non-cumulative.

Image gain by removing deceased people from the mailing lists.

Other scenarios are possible, do not hesitate to contact us to discuss your business cases.