Clean and consolidated view of data
Clean, consolidated data takes courage, but drives marketing wins.
The president got it — in order to sell more, this SMB needed to market more strategically. That meant getting to know their customers and prospects. But that requires good, clean data. Tackling data quality is not a job for the faint of heart.
The Mission
The data was seemingly all there — name, address, email, phone and history. Unfortunately, there were multiple records clearly representing the same person. There might be separate records for Jim, James, Jimmy, Jamie and Jimbo Johnson, all with the same mailing address and various emails and phone numbers. You can't convince your customers that you know them by sending up to six mailers or emails to different names. We sought to create an accurate picture of each person that would immediately reflect updates without adding storage costs.
Our Solution
We worked closely with the development team to craft a solution that worked with the client's existing Salesforce instance. We created an engine that generates a single view of a customer by connecting disparate data sources, scoring and displaying all names and nicknames and various contact information. Our solution dedupes data, generates an identity without changing the source data and displays results in a CDP view. Unlike most tools, which create separate golden records or modify source data, this tool maintains data integrity, creating persistent identities while preserving source data. The value is multifold: data sovereignty (source systems remain unchanged), cost efficiency (no additional storage or data movement costs), implementation speed (potentially faster deployment than enterprise CDPs), and flexibility (can work across multiple source systems simultaneously).
What Happened Next
Being able to access a single view of a person without modifying source data or incurring additional data storage costs allows the company to market far more effectively and efficiently.
Is messy data holding your marketing back?
Let's talk about your data and what a single customer view could unlock for your business.