Fathompulse · Audience research

Built to a definition, not to a round number.

A build begins with the question nobody enjoys: who is excluded? Values that look plausible but cannot be sourced are dropped. A smaller file with known edges is preferred to a larger one without.

Correction

Updating what has changed, wherever a current value can be established.

Geography resolution

Working out which location a record belongs to when it carries several addresses.

Field standardisation

One definition per column, applied consistently, with original values retained beside the normalised ones.

If the answer is that nothing suitable exists, that is what you will be told.