Golden Record meets Micro_Data

Data forms the foundation of modern customer relationships. However, real added value is created only when existing customer data is transformed into a complete, consistent, and meaningful overall view: the Golden Record.

This is exactly where the MARINI DataEngine comes into play:
Via the e-Ident API, a technical interface is provided that establishes a connection to the Micro_Data Service of Global Group TDA Germany GmbH. The e-Ident interface serves exclusively as the API connection – the Micro_Data Service performs the actual enrichment of your customer data with variables from the microgeographical and sociodemographic data system Micro_Data.

The result: powerful, efficient, and data protection-compliant data enrichment processes.

What is Micro_Data?

Micro_Data is a B2C data system for Germany and is based on one of the most comprehensive marketing databases in the country.
It provides not only data about the address itself, but also about the spatial and social environment – forming the foundation for informed target group, marketing, and analytical decisions.

The distinctive approach of Micro_Data:

• People living in small geographic areas often share similar characteristics, behaviors, and values.
• These patterns enable statistically reliable insights into consumption, lifestyle, and environmental structures.

Important to note: Micro_Data does not provide individual personal data, but rather statistical probabilities from an extensive variable catalog.
This makes the service fully compliant with data protection regulations and ideally suited for strategic decision-making.

What capabilities does Micro_Data offer?

Micro_Data provides data across Germany from various domains with more than 150 variables – at the most granular micro-cell level. These include, among others:

• Purchase and consumption behavior
• Lifestyle and leisure interests
• Sociodemographic structures
• Affinities for cross- and upselling
• Target group and potential analyses

On this basis, a detailed picture of households and consumers is created – ideal for segmentation, evaluation, and predictive models.

Perfect for the MARINI Golden Record

In combination with the MARINI DataEngine, Micro_Data unfolds its full potential:

• Existing customer data is enriched automatically
• Information gaps are closed
• Data quality and profile consistency increase
• Opportunities for data-driven decision-making expand significantly

This interaction enables, among other things:

• Recommendations and Next Best Offer
• Data Enrichment for Classifications
• Address Validation
• Completion of Missing Data
• Hyper-personalization

This transforms data into knowledge – and knowledge into success.

Start enriching your customer data now

Learn more about the integration via the e-Ident interface:

• External Data Service Micro_Data (e-Ident)

Learn more about the available variables:

• View the Global Group Variable Catalog

Do you have questions or would you like to learn how to leverage Micro_Data optimally within your organization?

Feel free to contact us – we will be happy to show you how to unlock more value from your data with MARINI and Micro_Data.