The term data profiling is understood to be the analysis of address data within an address file with the objective of taking stock and carrying out a quality measurement and assessment of the reviewed data records by means of the information obtained from the analysis - freely according to the principle: understanding address data! In this connection, data profiling supplies precise answers to questions such as "How many addresses have already been provided with a telephone number or the correct salutation code?" Or "What is the ratio of male to female addresses?"

By considering the results of the analysis, you then decide how you wish to proceed with your addresses on the basis of your individual project. Should the addresses be enhanced with telephone numbers e.g. as part of an ETL project (ETL = extraction, transformation and load), because you wish to implement an outbound measure? Or do you need to carry out essential preparations for a direct mailshot by providing each address with the correct salutation code? Or do you intend to pass on the address data for review by another department which requires complete and correct data?