Consumer Identity Expert’s New Data as a Service Offering Helps Wine and Spirits Company Solve CRM Data Decay, Increase Customer Contactability

To help marketers maximize the value of their first party data, consumer identity management expert Infutor today introduced CRM FreshLink, a data as a service offering to help marketers maintain, correct, enhance, and link their first-party CRM data.

“Data quality is paramount to driving successful omnichannel marketing campaigns and customer loyalty programs. With millions of address, email and phone number changes each year, the best marketing programs will fail if first party CRM data is inaccurate and outbound reach only connects with a fraction of the intended audience,” said Gary Walter, CEO of Infutor. “Combined with the depreciation of third party cookies, CRM FreshLink plays to Infutor’s identity resolution data and technology strengths as we enable brands to have the most robust first party data assets at all times.”

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With CRM FreshLink, Infutor leverages its TrueSourceTM Identity Graph of more than 260 million consumers and 97.5 million daily updates to Cleanse, Link, Score, Complete and Enhance CRM data to ensure that marketers reach the right consumers with personalized and targeted communications that engage and convert.

For a global wine and spirits company, Infutor’s CRM FreshLink helped correct, link, consolidate and enhance customer records with attributes, leading to a 158% improvement in customer attributed phone numbers and a nearly 60% increase in available customer emails driving higher contact-ability and improved customer experiences.

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The cleansing process of Infutor’s CRM FreshLink ensures an accurate data quality foundation, and features robust hygiene, standardization, and normalization processes. For linking, Infutor connects a customer’s persistent ID with household and address IDs providing visibility across time and silos for a 360-degree customer view and removing duplicate records. With scoring, customer contact points are evaluated for accuracy, and in the completion phase, Infutor returns missing or incomplete names, emails, phones numbers and addresses. Finally, CRM FreshLink’s enhancement functionality adds demographic, lifestyle and property attributes, enabling the CRM data to be used for modeling and segmentation.

In the Forrester report, “Case Study: Advanced Measurement Transforms Marketing,” Analysts Tina Moffet and Stephanie Liu note, “Merging customer, media cost, and marketing response data is a cumbersome process; it requires extensive data collection, audits, cleansing, and data joins. But those who keep customer data in silos can miss opportunities to connect relevant offers with customers at best or deliver negative customer experiences at worst.”

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