Fusion

Data fusion is the process through which National Analysts merges or integrates data from multiple sources to provide a complete, internally consistent, and multi-faceted view of customers and prospects. Data sources may include customer and prospect databases, primary research databases, and additional secondary sources (spatial sources, government statistics, etc.).

These sources are often organized quite differently, with different units of analysis and identifiers. For example, a company might have several different business customer databases, each organized by a different set of account numbers; a prospect database which is organized by business location, name, and address; and additional government data available at the census tract or block group level. Data fusion is the process of integrating these databases to provide internally consistent linkages regarding accounts, business locations, and secondary data sources that are useful for marketing purposes. 

Another prominent example of data fusion is the integration of modeled data from custom survey research with customer and prospect databases. 

Matching/Merging
Fusion
Scoring

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