TRAZADERA GOLDEN
Data quality, validation, cleansing, deduplication and golden record management
What is
Master Record?
A master record is the single source of truth for a data entity, distilled from multiple data sources within your organization.
When this data is clean, deduplicated, and ready to enhance business operations, it can be managed through a unified view of critical information. Master records are commonly used for individuals (customers, patients, citizens) but also for products and companies.
A master record is created through data matching, the process of identifying, associating, and merging records that correspond to the same data entity. This process is a fundamental part of the broader Master Data Management (MDM) discipline.
Most MDM implementations fail due to overbudgeting or excessive timelines. Users often struggle with a complex maze of data processes, including governance, collection, cleansing, indexing, comparison, classification, merging, partitioning, access, and visualization.
KEY PAINS OF POOR DATA QUALITY
KNOW YOUR CLIENT
Inconsistent, incomplete, or duplicate customer records make it impossible to achieve a true 360º view across systems and channels.
- Personalization, segmentation, and targeting are impaired—causing missed upsell, cross-sell, and retention opportunities.
- Fragmented customer data leads to irrelevant experiences and erodes trust at every touchpoint.
- Without a unified profile, customer loyalty suffers, and strategic marketing initiatives fall short.
LEGAL COMPLIANCE
Inconsistent, incomplete, or duplicate customer records make it impossible to achieve a true 360º view across systems and channels.
- Missing or outdated records can lead to non-compliance, triggering audits and severe financial penalties.
- Lack of data lineage and auditability limits your ability to respond to regulatory requests.
- Mishandling personal data damages brand reputation and reduces stakeholder and customer trust.
PROCESS EFFICIENCY
Bad data slows down your business and increases operational costs across every function.
- Incorrect or duplicate entries disrupt processes like billing, shipping, support, and supply chain coordination.
- Teams waste time resolving errors, duplications, and inconsistencies—reducing productivity and morale.
- Business velocity drops as workflows become reactive instead of streamlined and proactive.
Master Data Management & Data Quality Software
Trazadera Golden is a modern data quality solution that integrates seamlessly with enterprise data sources in their current state. Through its REST API and intuitive web interface, it applies innovative curation and automation algorithms to process both data and metadata—producing clean, deduplicated master records. These trusted records are then synchronized back into enterprise systems, with the ultimate goal of empowering sales, marketing, management, and IT teams. The result is improved collaboration, greater operational efficiency, and better business outcomes across the organization.
This diagram PROVIDES A HIGH-LEVEL VIEW of the Trazadera Golden Platform and how it addresses the data quality challenge in modern enterprises:
KEY DIFFERENTIATORS
Minimal Disruption: Low-touch integration with your existing systems, data, and processes—requiring minimal effort from your teams.
Rapid Delivery: Accelerated time to value, moving from pilot to production in weeks—not months.
European Standards: Designed and hosted according to strict EU data privacy and security regulations, including full GDPR compliance.
Own Your Data: You retain full control and ownership of your data, with unrestricted access for export, import, or deletion at any time.
Transparent Pricing: Simple, affordable pricing based on the number of master records and data channels—no hidden fees.
Flexible Platform: Built to adapt and evolve alongside your enterprise, supporting changing needs and future growth.
MASTER DATA BENEFITS
Benefits for SALES & MARKETING
Unlock More Conversions with Clean, Targetable Data
Trazadera Golden empowers sales and marketing teams with access to a centralized, deduplicated customer database, eliminating confusion caused by fragmented or outdated records.
- Better Segmentation & Personalization: Accurate, unified profiles allow campaigns to reach the right people with the right message—at the right time.
- Improved Conversion RatesFewer false leads, cleaner CRM records, and clearer funnel tracking translate into faster sales cycles and higher ROI.
- Consistent Multi-Channel Engagement With clean data flowing across all systems—CRM, email, ad platforms—your teams can orchestrate consistent customer journeys and avoid redundancies.
Trazadera doesn’t just clean data; it clears the path to better customer relationships, campaign effectiveness, and revenue growth.
Benefits for MANAGEMENT & IT
Deliver Trustworthy Data to Power Decisions and Operations
Trazadera Golden helps IT and data leaders build a reliable master data foundation that powers every department—from operations to analytics.
- Unified Data Across Systems Golden Record architecture ensures that each core entity (customer, product, location) exists once—clean, complete, and traceable.
- Enhanced Analytics & Strategic Planning Accurate data means better KPIs, forecasts, and dashboards—leading to more confident and informed decision-making.
- Reduced Operational Friction Clean data supports automation, reduces system errors, and simplifies reporting—freeing IT from constant firefighting.
With Trazadera, IT teams deliver business-ready data, while management benefits from faster insights, stronger governance, and lower long-term data costs.
TRAZADERA GOLDEN FUNCTIONALITIES
Flexible, Hierarchical Data Schema
Model complex business entities with nested data structures that reflect real-world relationships between records.
Full Metadata, Audit & History
Track every change to every record. All data is historified, audited, and fully traceable to meet compliance and governance standards.
Smart Web Interface for Data Curation
Automatically generated UI adapts to your schema, empowering stewards to browse, edit, and validate data effortlessly.
Out-of-the-Box Data Cleansing
Clean 30+ data types (e.g., names, phones, addresses, languages) with built-in algorithms to reduce noise and fix errors fast.
Duplicate Detection & Resolution
Detect intra- and inter-record duplicates using scoring, classification, and business rules. Automate or manually resolve with full traceability.
Advanced Business Logic & Customization
Create custom transformation rules, semantic enrichments, and classification pipelines tailored to your business logic.
Data Privacy & Ownership by Design
GDPR-compliant from day one. EU-hosted with role-based access, full data control, and unrestricted import/export capabilities.
European Flexible Deployment
Hosted in European top-notch data centers with high availability, balancing, backup, monitoring and named domains. Also on-premise or hosted on your own hypervisor.
Enterprise Security
Enterprise level security to meet the highest standards. NIS2 (software). ISO 27001 (hosting). Data encryption, access tokens, Single Sign-On, 2-factor authentication. IP whitelist.
The Golden Record Lifecycle
Data Sourcing
Pulls or receives raw records from CRM, ERP, e-commerce, and other systems. Supports multiple formats and technologies (APIs, databases, files).
Record Curation & Stewardship
Transforms raw records into a standardized format. Applies automatic and manual rules for validation, enrichment, and structuring.
Record Linkage & Deduplication
Links related records and resolves duplicates using similarity scoring, business rules, and channel prioritization.
Data Sinking
Pushes clean, unified master records back to your operational systems—closing the loop and powering downstream applications.
DATA QUALITY KEY METRICS
Our Golden Record software features
Some of the features you will find in Golden data matching software
- Improved Data Quality Low-touch integration with existing systems. Accelerated time to market, weeks instead of months.
- Near Real-Time Deduplication Master record deduplication takes place in near real-time, e.g., allowing for synchronous calls when filling up a customer registration form.
- Flexible Data Schema Master data are stored in a non-tabular format to allow for increased schema flexibility. Skewed (uneven) data records are supported by default.
- Just Enough Integration Instead of providing dozens of integrations that will hardly ever be used, we offer bidirectional integration with databases (JDBC) and Kafka. Just enough.
- Master Data Changes A Golden Record is the projection of a living entity that evolves. We assume instability and changes; therefore, the system allows making mistakes, e.g., integrating records multiple times or wrong merge.
- Automatic/Manual Merge & Split When considering potential duplicates for a data entity, merge will fuse the records, while split will remove the noisy attributes. Both operations can happen automatically or require human intervention.
- Your Data Ownership Data are always stored within EU and GDPR compliance. You keep full ownership, and can access the master data through the application, API, or raw download.
- Made with Love in Barcelona Once the most preeminent city in the Mediterranean, Trazadera is born in Barcelona to create awesome data software. Data becomes the new salt and spices.
USE CASES BY INDUSTRY
CUSTOMER 360
- Customer data originates from heterogeneous channels—CRM, Salesforce, OTAs, direct bookings, support systems, and hotels—often resulting in incomplete, duplicated, or medium-quality information.
- Inconsistent and fragmented customer data undermines analytics and decision-making, leading to misleading insights and poor strategic outcomes due to inaccurate customer patterns and behaviors.
- Customer 360 delivers a unified, reliable customer profile by consolidating and harmonizing data across all enterprise systems, enabling trusted insights and a personalized customer experience.
MASTER DATA
- Master Data: Establishes validated, curated, and unique master data for critical business entities, serving as the enterprise’s “source of truth” through a modern architecture.
- Applies validation, enrichment, and deduplication rules to maintain high data quality, with curated records managed via workflows and approvals for reliability and business trust.
- Key hospitality entities—guests, assets, locations, room types, rates, and amenities—while integrating with PMS, CRS, and channel managers to meet evolving operational and compliance needs.
CUSTOMER 360
- Customer data comes from diverse channels—CRM, call centers, agents, underwriting systems, claims platforms, and digital portals—often resulting in fragmented, duplicated, or inconsistent records across the organization.
- Inaccurate or inconsistent customer data negatively impacts underwriting, claims processing, and analytics, leading to flawed risk assessments, poor customer service, and misinformed business decisions
- Customer 360 provides a unified and accurate customer profile by consolidating and reconciling data across all systems, enabling personalized service, better compliance, and more effective decision-making.
COMPLIANCE
- Ensures that customer and policyholder data complies with GDPR and other EU regulatory frameworks by enforcing data minimization, purpose limitation, and lawful processing across all systems.
- Creates a legally compliant and auditable record of customer attributes—such as consent, communication preferences, and retention periods—supporting transparency, accountability, and privacy-by-design principles.
- Supports regulatory reporting and internal compliance audits by maintaining consistent, traceable, and up-to-date data across underwriting, claims, and customer service systems.
MASTER DATA
- Master Data: Establishes validated, curated, and unique master data for critical insurance entities, serving as the enterprise’s “source of truth” through a modern architecture.
- Applies validation, enrichment, and deduplication rules to maintain high data quality, with curated records managed via workflows and approvals for reliability, regulatory alignment, and business trust.
- Covers key insurance entities—policyholders, policies, claims, agents, products, and risk profiles—while integrating with core policy administration systems, CRMs, and regulatory platforms to meet evolving operational and compliance needs.