real time data services
DESCRIPTION
How do you best engage your customers with the limited information you gather from inbound phone calls? What impact would additional intelligence about a customer make in routing leads within your organization? How would you like to be able to “pre-qualify”, or score, a lead for a specific offer within a second and before your first interaction, or turn an inbound call into a cross-sell? Learn about form completion, correcting/validating information as it is captured and improving your customer/prospect interactions. It’s all possible with the use of real-time data services.TRANSCRIPT
How real-time services can power
your business and increase your
profits with little investment in time
and money
Your Presenters
Steven Rao, CEO – Telematch, Inc. (DBA Relevate)
Mark Rafferty, Director of Sales – Relevate
Agenda About Relevate
Definition of Real-Time Data Services
Benefits
How it Works
Four Key Elements
Upcoming Relevate Webinars
Questions
About Relevate
Marketing Data and Analytics Services company servicing both the direct and digital marketing needs of brands and 3rd parties since 1978.
Data Builds, Enhancement, and Hygiene
Database Management
Modeling and Analytics
Digital Solutions and Delivery Systems
Real-Time Services
What is Real-time?Definition: machine to machine (system to system)
integration through an API interface to make data
requests to get that information in sub seconds
The length of your web form and sensitivity
level of information requested are top
reasons why people don’t complete an opt-
in?
Did you know…
Did you know…
Data entry errors by customers contribute to
more than 25 percent of issues with data
quality?
50% of marketers say their website and call
center are the main causes of bad data?
Overall, data quality issues cost U.S. businesses
over $600 billion!
*The Data Warehousing Institute (TDWI)
*Experian
Real-Time ServicesReal-time services allow you to validate or correct information that is gathered from customers and prospects, and allows you to append additional information from:
National consumer data sets
Off-the-shelf propensity models
Scoring from a custom model built specifically for your business
Additional contact information
You will also be assured that the data you add to your marketing database is accurate
Key BenefitsCorrect data as it is being captured
Prevent fraudulent data entry
Save time and money by ensuring accurate
phone numbers for call centers or sales teams
Key Benefits Cont.Save postage and printing costs on direct mail
Avoid fines and consumer bad will fortelemarketing without permission
Ensure the email address you collect is valid
Create and deliver targeted messages based onthe profile of the prospect
Ask yourself…
How do you best engage yourcustomers and sales leads with the limited information you gather from web forms, point of sale transactions, or inbound phone calls?
Touch Points
POS
Web
In-Person
Inbound Calls
What impact would additional intelligence
about a customer make in routing leads
within your organization?
How would you like
to be able to “pre-
qualify” a lead for a
specific offer within
seconds of receipt,
or turn an inbound
call into a cross-
sell?
Increase Revenue
Cross-sell
Pre Qualify
How can real time services increase your
conversion rate?
Customer
Prospect
Prospect
Prospect
Success Story 1Client: Fortune 100 Technology Company
Pain point: Needed a way to efficiently and effectively manage their inbound call center
Solution: Developed a Custom model that organized call routing and handling
Benefit: Lowered data errors, reduced labor cost, and improved customer satisfaction
Success Story 2
Client: National Insurance Provider
Pain point: A Call Center is unable to handle a recent increase
in inbound calls
Solution: Integrated real-time services into their call center
software
Benefit: 30% reduction in call center handling time by
populating the customer service reps screen with complete
information about the caller before the call is answered,
eliminating the need for additional staff
Success Story 3
Client: Leading Online Retailer
Pain point: Company is collecting inaccurate information
through their web forms, which in turn is creating a low
customer experience rating
Solution: Integrated real-time services into their web form
process that corrected inaccurate information on the spot
Benefit: With accurate data in place, customer experience is
increased. By utilizing real-time services,
incorrect/inconsistent info is noted, allowing user to reenter or
confirm
Typical Web
Services Calls Telematch® — append/verify residential phone numbers
Bizmatch® — append or verify business phone numbers
Addressmatch® — residential or business name and phone number append or verification using a street address and zip code
Address Verify — verification and/or correction of a US addresses. The return result is a correct US address with azip + 4.
DNC Verification — flag records on the National do-not-call file
Wireless Flagging — flag records to comply with the FCC’s TCPA
Lead Scoring & Modeling — tools to target your most likely new customers
Auto ID — Over 180+ Million vehicles with ownership
information
Disconnect Verification — flag records that match the current phone disconnect database
Email — append or verify an email address
Demographic append — append demographics to consumer records, or firmographics to business records
IP Address/ Zip Match — submit an IP address and receive the city, state, zip code, longitude and latitude (of the zip code) in return
Modeling & AnalyticsA Response Performance Indicator is a quick, easy and
cost efficient generic model to effectively predict front-end
response and back-end performance. This model can be
applied quickly to any customer or prospect data file and
provides actionable response on who is likely to respond,
and who is likely to pay.
Lead Segmentation
Taking the process one step further, marketers may
segment follow up messaging based on the target
demographics of a prospect.
Targeted Messaging
Offer A – ensure that important assets are covered
Offer B – ensure that your family is cared for
Offer C – life insurance that builds cash value
Offer D – low cost life insurance protection
Offer E – will your children be able to afford college education?
Targeted Messaging
Married males over age 35 Offer A
Married males under age 40 with children Offer B
Married males age 40+ with children Offer E
Married females with children Offer B
Females under age 50 Offer C
Females age 50+ Offer D
All other males Offer C
How it Works: 1
Exhibit 1. Sample customer
form with incorrect
information.
How it Works: 2
Exhibit 2. Customer, profile immediately
created with data verified corrected, or added.
How it Works: 3
Exhibit 3. Custom routing model applied and
new demographic data added.
Four Key Functions
Comply
VerifyCorrect
Identify / Enhance
Comply: Avoid FTC and FCC violations and fines. Identify
records that are on the Do-Not-Call-List. Make sure you
identify wireless phone numbers to comply with TCPA.
Comply
VerifyCorrect
Identify / Enhance
Verify: Data is verified for accuracy. Is it a valid email
address? Is it a valid phone number?
Comply
Verify
Correct
Identify / Enhance
Correct: Correct data as it is being captured and avoid writing inaccurate data to your database. Prompt users to reenter information identified as incorrect. Save costs on direct mailings by ensuring that the mailing addresses are accurate.
Comply
VerifyCorrect
Identify / Enhance
Identify/Enhance: Identify inbound callers and provide inbound reps various information about the caller before they answer the phone. Enhance the data you collect on web forms allowing you to use short web forms and benefit from complete customer profiles.
Comply
VerifyCorrect
Identify / Enhance
Where Can Real-Time
Services Be Utilized?
Implementing
Real-time Services
How difficult is real-time services to implement?
Who needs to be involved in a real-time services
implementation?
How much maintenance does real-time services
require?
Real-time ApplicationsTwo types of real-time applications:
SOAP with an XML request that is embedded in client application software to communicate with servers in real-time.
REST: simple as it uses HTTP and allows for better performance and scalability
Client
RelevateOff-Site
Internet
Key Features a
Vendor Should Provide
Redundancy and failover
High-speed response
High capacity
24x7 Accessible
Pricing
Commitment
• Monthly
• Subscription
Term Contract • Required
What drives pricing?
• Monthly Volumes / Commitments
• Services requested
• Service/Performance level
What pricing structure(s)
are used
• $/CPM on input volume
• $/CPM on input plus charge per match/hit
• $/CPM per match/hit
Devil is in the Details How long does it take to process a request… ask for typical
processing times?
What business continuity / failover do they have….
Understand the services… not all are the same
Phone append / verification (white pages/compiled vs. carrier
provided/DA/411)
Email Verification (do they just check syntax and top level domain or SMTP
check the email account)
Wireless flagging (just NPA NXX lookup? What about ported #s?
How long have they been operating an API/web services platform?
Test in batch first before you invest time in configuring the API
Will they allow you to test the service for free…
Upcoming Webinars Email marketing
Life event triggers
Modeling and analytics
Questions?
Please Stay in Touch
Steven Rao, CEO – Telematch, Inc. (DBA Relevate)[email protected]
703-658-8306
Mark Rafferty, Director of Sales – [email protected]
703-658-8354