Customer Use Case:

Customer Analytics. Critical ingredients to consolidate customer interface.

Companies of every sort experience data management obstacles to their own marketing effectiveness. That was the case with a global leader in enterprise software solutions. Thanks to constantly shifting corporate hierarchies, the company found it was difficult to keep up with exactly where its customers and prospects stood within a conglomerate—and it was hindering marketing and sales efforts. Cross-sell and up sell opportunities lurked deep in the company’s massive amounts of customer and prospect data, but the key was to unlock that data to create a rich source of marketing strategy and competitive positioning.

Deployed as part of a multi-pronged effort to give the sales and marketing departments a more customer-centric orientation, the Purisma Data Hub gives them a unified view of customers across source systems, including ERP, CRM and a Dun & Bradstreet feed. After cleansing, reconciling, and consolidating the customer records, Purisma matched the now-accurate customer data to D&B information and cross-indexed that information with the Forbes Global view. With a thorough and up-to-date picture of its customers, the company found that it was actually making 22 percent more revenue than previously thought from its Global 500 customers, a strategic insight that helps guide sales targeting, and an entirely new level of customer intelligence visibility.