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With the emergence of MA tools and data management tech, the “criticality to quality” nature of marketing data is more imperative than ever. The risk of acting on poor quality data sets grows exponentially with the increase of customer interactions. Job turnover, human error, aged data and incorrectly segmented data degrade data stores on a daily basis. Lead scoring and analytics fundamentally depend on the quality of this data.
Lost revenue in the sales process:
The account and contact structure of most CRM implementations is to blame for many of these issues. Contacts must be duplicated to exist in multiple accounts and typically they're not deduped on the way into the system.
Once bad data is in, it's almost impossible to eliminate it.
Through APIs and integrations, Connexio aggregates disparate data stores using on-premise and cloud connectors into a single secure customer marketing database in the cloud.
Duplicate contacts turn up in data for a litany of reasons: User error, import mistakes, customer form spoofing, and just plain poor data management. Our CDP interrogates consolidated data with a rules engine to de-dupe, clean and relate records.
We don't household data, we relate data by describe the relationships between entities which is much more powerful. As data is added to CDP, it will identify the network between on the entities involved in your business (customers, suppliers, sales people, etc).
This process is the power behind Connexio’s CDP - with 14 years of enterprise customer data management experience, we developed proprietary algorithms and partnered with best in class technologies to standardize, normalize, cleanse, household and de-dupe customer data.
Missing emails, bad addresses or phone numbers? No problem. Connexio integrates with global data enrichment partners to append your targets with mission critical data points. We partner with leading verification and enrichment providers to deliver the most accurate picture of each target. Telematch, StrikeIron, BriteVerify, Melissa Data, Experian, Data.com, InsideView etc. Learn more about our partners.
After ingesting, and processing customer data, the Connexio CDP analyzes key data points to create a marketability score, which can be tuned to meet your organization's marketing objectives. If your company relies on email marketing most heavily, you can weight the score to favor that tactic. If phone is your channel of choice, simply set the preference, and your score will be tailor fit to your organization.
Although most CDPs heavily favor email, customer interactions still depend on phone and mail.
The specific database management capabilities required to qualify as a Customer Data Platform include: