Perfect Wedding Guide Increases Market Share Using Product Data Enrichment
Finding a way to automate the extraction of data from multiple websites was the challenge faced by Rick Caldwell, VP of Technology at Perfect Wedding Guide.
In January of 2012, Perfect Wedding Guide represented approximately 30 percent of the available markets. The goal was to dramatically increase the number of markets represented on the website and become a national resource for brides and wedding planners.
Caldwell evaluated many alternatives, including outsourcing and off-the-shelf solutions, to collect the desired information. He found multiple options for extracting the data; however, none of them addressed the need to consolidate, cleanse, and organize it in a useful format.
Caldwell’s challenge was to find a way to:
- Automate the process of gathering data across multiple resources.
- Consolidate and cleanse information from a variety of sources.
- Group data in ways that made sense according to business rules unique to Perfect Wedding Guide.
- Ensure that the information on the website is accurate and complete.
Caldwell knew he found the right solution when he was introduced to Wiser, which enables businesses to do more than just mine raw data.
Wiser enabled the Perfect Wedding Guide team to create rules and segment data according to their unique business requirements. Wiser automatically extracted data from over seven data sources and blended the records in a meaningful way.
What makes Wiser different is that it doesn’t just get the data, it gathers information the same way humans do. It gathers the information and merges the records resulting in an improved process of finding, standardizing, classifying, and de-duping data. Wiser can be linked to legacy databases to enhance an existing set of content.
A lot of software packages are good at collecting data but not at consolidating it. The pain point for us was that we needed expertise in both the technology as well as how to make the most of the data. The Wiser team and the Wiser technology addressed both.
VP of Technology
Listings Added To Its Website In 6 Months
In just under six months, Perfect Wedding Guide was able to add over 150,000 listings to their website.
“It would have taken years to gather that many resources any other way,” added Caldwell.
Perfect Wedding Guide used a phased approach that allowed them to increase the number of markets they represented through the duration of the project. The iterative process ensured that the data collected met the business needs.
Through weekly calls and collaboration, Wiser and Perfect Wedding Guide worked together to apply what they had learned from the previous phase and perfect the process.
“The Wiser team has a passion for data and were eager to get the ball rolling. They were very responsive throughout the project,” Caldwell concluded.
The ability to automate the extraction of data combined with the power of data consolidation and segmentation through Wiser was a key factor in increasing Perfect Wedding Guide’s reach and market position.
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