Adverity Launches Data Quality Suite

Integrated data platform Adverity has launched the Data Quality Suite, helping customers to scale data operations efficiently, and marketing and analytics teams to quickly identify and resolve potential data quality issues, follow their own best practice rules and guarantee the reliability of data prior to its delivery.

Adverity was founded in 2015 and is headquartered in Vienna with offices in London and New York. The firm's integrated data platform allows clients to connect, manage and make use of their data at scale.

The new Suite introduces three key features: Universal Monitors, an AI-powered component automating data monitoring to ensure it is up to date, without duplicates or missing data; Custom Monitors, which can be used to validate data against a company's own set of best practices or requirements, including formatting, naming conventions and mandatory fields; and a Data Quality Overview Page, giving a picture of all monitoring activity and the overall health of a company's data, helping to spot areas for improvement.

CEO Alexander Igelsböck (pictured) comments: 'There's a lot of hidden work involved in data integration that's essential for future-proofing the value of marketing data... tasks like updating models, re-transforming data, and fixing quality issues can become major blockers. With the ongoing changes in the measurement landscape and new opportunities to leverage AI, it's more important than ever to provide customers with a platform that simplifies these processes, gives them autonomy, and drives consistent data accuracy. Checking the validity of data before it passes downstream is crucial and minimizes the risk of unwittingly steering marketing performance with unreliable data'.

The company is online at www.adverity.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.