ADVERTORIAL FEATURE
Inspiro and the quick search facility on
avantiq.com. Marketing then integrates the new dataset into the existing offers and starts its usual marketing cycle. Timeframe: 2 weeks
How to update the data
As every data provider has its own format, the update process is individually tailored to each jurisdiction.
There are five possible ways to receive the update data:
“AFTER HAVING
FOUND THE POSSIBLE PARTNERS, YOU NEED TO EXCHANGE DATA IN ORDER TO ANALYSE THE DATA QUALITY AS WELL AS THE DATA STRUCTURE.”
How to ensure database quality
There are four phases when database quality needs to be guaranteed:
There are also five different types of data: XML, CSV, Flat File, Web Service Object and HTML. There are thus 25 different ways to receive the data from a provider, each needing individual attention.
As is the case when development for a new database is done, the update is a five-phase process.
1. Reception of the source data; 2. Validation of the format;
3. Conversion into a structured document and validation of content;
4. Retrieval of the current version of the
document and updating the document; and 5. Validation of the new data.
The main fields that need to be updated in a trademark document
1. Development: Check the number of trademarks available with the PTO or other providers. Check that all fields are consistent, eg, a mark categorised as a device mark should have a logo.
2. Update: Keep statistics about the number of trademarks per update and check whether the new update is within a similar range.
3. Test: The data is reviewed by operations and sporadic tests are done with other sources.
4. Post-integration: Suspect cases are reported and directly dealt with. Root cause analyses are done for every case reported.
The importance of quality
Here are a couple of fun issues that were detected from our side and manually corrected:
Trademark name according to PTO: figurative
Manually corrected trademark name: Kawaii Zombies Cure ’em all
These examples show that data quality is extremely important—only correct data can be a good basis upon which to build a high standard trademark service.
Larissa Best is director of strategic relations and marketing at Avantiq. She can be contacted at:
larissa.best@
avantiq.com
Trademark name according to PTO: figurative Manually corrected trademark name: jf
www.worldipreview.com
Larissa Best has an MSc from the University of Lausanne’s Faculty of Advanced Business Studies (HEC) and has been working in the IP field since 2006. She maintains strategic business relationships and develops strategic new products. She also works on trademark consulting jobs.
Trademarks Brands and the Internet Volume 1, Issue 3
49
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