sugarcon 2013: data management & spatial intelligence from the cumulus clouds to your crm
TRANSCRIPT
Data Management & Spatial Intelligence from the Cumulus Clouds to your CRM
Dennis Pham, Principal Solutions Engineer Scot A. Laudicina – Director, Strategic Alliances
So why is data management important?
• Data is the raw material of information
• Accurate information underpins good business decisions and smooth running processes
• Existing data is often reused to fulfill new business requirements
Business Operations
…Information & Insight is based on Data
Decisions are based on Information and Insight
Business Challenges
Why do we have so much returned mail?
Our services response units are inneficient
Who is the customer on the phone?
Why are we getting audited?
I cannot get a single view of my
customers
The data in our Data Warehouse
is not reliable
My response rate is less than 1%, why?
…it affects every department
Why are we getting duplicate
statements?
Bad Data leads to bad decisions
Bad data in one system is like a virus….
…. It spreads to the other databases
Name John Smith Henry R. White Dr. Andy Brown Steve D. Brook, Jr.
Title First Middle Last Suffix John Smith Henry R. White
Dr. Andy Brown Steven D. Brook Jr.
City Ny New York N.Y. NY
City New York New York New York New York
Normalization
Normalization: Benefits
• Standardize data for a uniform customer experience • Generate consistent communications • Pre-populated industry terms makes it easier to set rules • Consolidates standards and dictionaries into a single platform • Creates structured data which enhances identity resolution
Global Name Recognition: Benefits
• Recognize name elements across cultures • Enhance customer experience • Improve identity resolution and de-duplication • Improve target marketing with gender and ethnicity identifiers • Improve collections and searches through name variation
generator
Global Address Verification
Pitney Bowes 4200 Parlament Lanham MD
Marcus Enger 21 Mainzer Street Koeln, Germany
Japan〒192-0993東京都八王子市6-11子安町
Pitney Bowes 4200 Parliament Pl, Ste 600 Lanham, MD, 20706-1852
Marcus Enger Mainzer Str. 21 50678 Köln, DE
6-11 SHIMOHONDA KOYASU-CHO HACHIOJI-SHI, TOKYO-TO 192-0993, JP
Global Address Verification: Benefits
• Increase customer satisfaction • Faster, more accurate data capture • Validate quality at the point of data entry • Minimize errors and streamline downstream processes • Improve deliverability of goods and communications • Increase opportunity to match/enrich customer data
De-duping: Benefits
• Gain a single view of your customers, products and locations • Consolidate records to eliminate duplicate efforts • Synchronize data across disparate business units and
systems • Improve business processes up-front • Enhance customer experience • Enable information sharing
Spatial Intelligence: Benefits
• Put relationships in context • Establish a permanent location record • Reduce risks and make better decisions • Enable spatial analysis