Case Study: ACE (Alteryx ACE Program) achieves faster master data management and deduplication with Alteryx

ACE - Customer Case Study

Alteryx’s ACE program worked with a marketing company that faced a classic master data management problem: six disparate survey and contact data sources produced many duplicate records, causing multiple outreach attempts to the same people. The challenge was to consolidate those inputs into a small set of accurate master records while preserving location- and person-level detail.

The team cleaned and standardized addresses, created four hierarchical IDs (building, address, household, individual), and generated persistent hash keys (MD5_ASCII/MD5_Unicode) to deduplicate and link records. They used CASS and Geocoder for address validation, RegEx and lookup tables for normalization, and a multi-level fuzzy-match hierarchy to choose best matches. The result: faster automated processing, far fewer duplicate contacts, reduced reprocessing by reusing hash keys, and more reliable address and name matching across the organization.

ACE