A murmuration of starlings or data

Each night the starlings come together to roost in pine trees across the road from our office. It is a spectacular site as they twist and turn in the sky forming a tighter and tighter group before they roost. Somehow out of this chaos, order is maintained, the spectacular swoops and changes of direction are achieved without any bird crashing into another. Some say it because they don’t wear baseball caps back to front or attempting to apply lipstick. Both stereotypes are rejected by the author.

Occasionally we get data in a chaotic state that requires data cleansing, we have developed routines that extract the data, transforms it into columns and then loads it. Once this is complete, and the data is in the correct order, the data cleansing routines can begin. Like the starlings this process of creating order has been developed over many years, not as many as the starlings, it ensures that all clients achieve the maximum benefit from all data cleansing services whether it is telephone appending, deduping or identifying movers.

It is important for the starlings to trust their neighbour in flight, our clients can trust the data they are supplied as it has gone through the very best matching processes.