GET A 360° VIEW OF YOUR DATA
A significant stumbling block in the success of any marketing automation program is Customer Data Integration (CDI).
It's often difficult to achieve a 360 degree view of a customer or prospect when data is housed in seemingly incompatible 'silos' throughout an organization. Customer data resides in billing systems, call center and customer service systems, web analytic applications, e-mail service providers, product registration systems, social media platforms like FaceBook and Twitter, and even contact management systems and Excel spreadsheets. Add to that third party data and lists, and the integration challenges are even greater.
Entiera's CDI Process Integrates Disparate Customer Data
What's more, weekly or daily batch file processing isn't enough. The need to adaptively respond to customers in near real-time is driving a need for low latency, interactive CDI.
Entiera offers a suite of data hygiene and data integration services to combine multi-source customer and prospect data into a coherent, usable whole. And Entiera CDI supports both large batch file jobs for regularly scheduled DB updates, as well as asynchronous individual record processing.
The Entiera CDI solution employs a suite of data quality and data integration services to combine multi-source customer and prospect data. This highly scalable system ensures a clean and comprehensive view of your data for use in marketing analysis and multi-channel campaigns. Entiera's unique data integration capabilities allow marketers to track disparate data sources that use multiple customer keys to ensure a true view into your multi-channel marketing eco-system. Marketing users can easily create new data elements or derived values to ensure that they have the attributes that they need for proper segmentation and analysis. Customizable business rules ensure that all users follow the data guidelines set by your organization.
Process Flow Diagram Highlighting Entiera's Rigorous & Automated CDI Methodology
Individual- and household-level IDs are appended to all records. All records belonging to the same individual receive the same individual ID. All records belonging to members of the same household receive the same household ID. The IDs can be used for client-specified de-duplication or merge-purge rules. Or in a specific campaign, the IDs can be used to select records for 'one per individual'/'one per household' campaigns.
Entiera's ID Process Ensures All Records Belonging to the Same Individual (or Household) Receive the Same ID
Features and benefits of our approach include:
- Batch & Real-time Support-Customer data can be submitted to Entiera CDI through sftp batch file transfer and/or real-time web service APIs.
- Automated File Download and Validation-Define the files to include in your hygiene and integration process, and Entiera's automated solution will handle the tedious download and validation tasks.
- Web Service-Real-time individual record processing may be triggered through Entiera's RESTful web service API.
- Data Cleansing & Standardization - Client files are subjected to a rigorous data hygiene process.
- Name Validation- Populated, with minimum length, stop list, valid character and vowel/consonant requirements
- Postal Address Hygiene - NCOA, CASS and DPV certification
- Telephone Number Validations - Ensuring that the phone number matches country standards (such as 10 digit phone numbers with area code and prefix validation, in the US) and assigned postal address.
- Email Address Validations - E-mail addresses are subjected to a 20-point syntactical check. These tests include minimum length, illegal character, valid TLD, and much more. Limited e-mail address correction is also performed to correct for common keying errors and truncated records.
- Data Consolidation & Transformation
- Geo-coding- Attach latitude and longitude to customer records, for use in geo-selection and nearest location coding.
- Derived Attributes-Aggregate data in ways needed to support marketing initiatives
- Scores & Segments-Entiera CDI can also be used to automatically calculate things like model scores and segmentations.
- Household and Individual ID Append-Entiera's persistent ID methodology links all the activity for a given individual together through a common identifier and all activity for members of the same household through a common householdID.
- Super record creation-Want more control than a simple merge/purge or de-duplication? Entiera CDI can combine data elements from multiple records from the same individual or household. For example, if one record has a valid e-mailaddress, and the other does not, the valid postal address would be retained and included in the super record.
- Integration & Automation
- Integration- Entiera CDI is tightly integrated with Entiera Insight, making it easy to see all of the stats from your DB builds.
- Automation-Best of all, the Entiera CDI platform automates all of the steps taken during a traditional database build process. From file acceptance and validation, through data transformation and loading, we can create an automated database update environment that will keep customer and prospect data clean, linked, and ready to use.