Data Integration
Data integration connects data from multiple systems into a unified view. But when each system has different formatting conventions, duplicate records, and missing fields, integration just creates a bigger mess. We clean and standardize data across systems before integration so the connected view is actually useful.
Your CRM says 'Acme Corp' with 200 employees. Your marketing platform says 'ACME' with no employee count. Your support tool says 'Acme Corporation' with an old phone number. Connecting these systems without data standardization means you now have three conflicting records in one place instead of three separate places.
Pre-Integration Data Preparation
- Cross-system audit. We analyze exports from all systems to identify data quality issues: inconsistencies, duplicates, gaps, and conflicting records.
- Master record creation. We establish which record is authoritative for each field and build golden records from the best data across systems.
- Format standardization. We normalize field values, date formats, phone formats, and picklist values so data matches across systems.
- Identity mapping. We create a cross-reference table mapping records in System A to their counterparts in System B and System C.
Integration-Ready Data
- Clean, standardized data across all systems that matches when connected
- A master identity map linking records across platforms without duplicates
- Consistent field values so reports and dashboards work across integrated systems
- Fewer integration errors because data types and formats are compatible before connecting
Common Questions
Do you do the actual integration or just prepare the data?
We prepare the data. System integration — the technical work of connecting APIs, setting up sync rules, and configuring middleware — is a separate service. We make sure the data is clean and standardized so that when the integration happens, the connected systems share accurate, matching records.
Which systems can you prepare data for?
Any system that exports data. CRMs (Salesforce, HubSpot, Dynamics), marketing platforms (Marketo, Pardot, Mailchimp), support tools (Zendesk, Intercom), ERPs, and custom databases. We work with the exported files, not the systems directly.
How do you handle conflicting data between systems?
We establish precedence rules. For example, CRM might be authoritative for company data, marketing platform for email engagement, and support tool for recent communication. We document the rules, apply them to create master records, and flag any conflicts that need human judgment.
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