When the data integration initiative began, Pitt-Ohio Express had 400,000 disparate customer records and no clear indications of how many individual customers these represented. By consolidating duplicate records and eliminating outdated or inaccurate ones, the company has now developed 6,000 to 7,000 robust records on the customers it actually has.
With its data under control, employees are looking forward to collecting more—and to doing more sophisticated things with that. “We're working on adding more attributes that describe our customers so we can do even more targeted marketing,” Russo said. M