Customer Data Integration
Customer data integration (CDI) is the single most important ingredient in maximising the value of every marketing interaction and communication. It’s the foundation for all customer-centric marketing initiatives and gives brands 20:20 vision of their most important marketing asset – their customers.
As companies engage with an ever-increasing range of media channels so the challenge to build and maintain a single customer view becomes more complex, yet if your goal is providing real-time marketing, sales and service, this dynamic view is an absolute must.
Acxiom’s Customer Data Integration and Customer Recognition services (namely AbiliTec) lead the industry and will help you assess, plan and improve the accuracy and value of your customer data. It will enable you to recongise customers whenever and wherever they interact with you and by integrating historical campaign results from right across the media mix, you can improve the performance of your future marketing programmes.
AbiliTec
Customers are unpredictable. They may choose to communicate with you by phone first time around, then respond to a direct mail promotion, followed by an enquiry three months later through your website. They move house, get married and change their name - and that can create a fragmented view of their transactional history.
Acxiom has pioneered its own leading integration technology, AbiliTec™, to help marketers create a single view of customers and minimise the risk of losing track of them at their different lifestages.
Traditional integration technology is based on comparing the similarity of customer records. It can spot discrepancies in name and address information but AbiliTec™ goes much further when it comes to customer recognition. AbiliTec uses all of Acxiom’s consumer data assets, and transactions. Quite literally it can identify that two distinct customer records with completely different surnames are in fact the same individual. Or recognise the old and new address of recent movers.
The flexibility of AbiliTec™ means it can be used to integrate customers within a single database or across multiple disparate files. In either case, its Recognition Manager can synchronise the customer numbers or codes that are used across an organisation in real time to provide an easy link between duplicate records.
AbiliTec™’s unbeatable performance in customer data integration
- Enables a single, accurate view of the customer across all enterprise touch points
- Identifies previously ‘impossible’ record matches therefore saves wasted communication costs
- Enables integration of operational and information systems to synchronise business functions around the customer
- Improves customer insight by providing links from individual customer information elements from multiple data sources for specific marketing applications
- Accommodates real-time transactional needs
- Handles large-scale database environments of hundreds of millions of customer records
- Speeds up and simplifies update and maintenance processes for data warehousing