Deploy Industry-Leading Identity Resolution Technology in Sales and Marketing

For sales organizations and marketing departments, few resources are as valuable as customer data. Marketing organizations use identity data for many purposes: customer lists, prospect lists, mailing lists, telemarketing scripts, statistical analysis of campaigns and any other area where the names and addresses of individuals, families, and businesses need to be searched, matched, grouped, screened, linked, or deduplicated. In addition, the ability to quickly and accurately link names and addresses with account and demographic information can enable effective cross-selling and up-selling to existing customers.

However, in today's business environment, using identity data effectively to support sales and marketing entails a number of challenges. First, the volume of data can be overwhelming. Information comes from a variety of traditional and non-traditional channels, through mergers and acquisitions, or it may be purchased from various sources. In addition to scale, this poses challenges in terms of data consistency because customer information may be captured in different formats and with different levels of accuracy. Globalization adds even greater complexity.

Traditional methods for deduplicating and standardizing identity information may generate false positives while missing matches. In addition, it may not provide the capability to discover connections between prospects, customers and accounts that may be hidden across multiple data sources.

This can result in higher costs through inefficiency, ineffective campaigns, and lost opportunities. More to the point, to the extent that it impacts service quality or the ability of the organization to meet expectations and preferences, inaccurate identity data can drive customer dissatisfaction.

The Informatica solution for identity resolution in sales and marketing helps you to surmount these challenges by quickly and accurately name-searching and name-matching, grouping, screening, and linking identity data, regardless of language, structure, format, location, duplication, omission, or errors. It is highly effective when used on unparsed or unscrubbed data, enabling marketing and sales to maintain the original data. It is also particularly effective on name and address data from multiple countries.

The Informatica solution for identity resolution in sales and marketing provides clear benefits:

  • Reliable and fast customer or contact record retrieval even across multiple different business applications or customer databases
  • Enhanced cross-selling and up-selling efforts due to a more accurate view of customer accounts
  • Deduplication of prospect lists for more effective and efficient campaigns