Making Business Data Friendly | Celsius GKK International
February 23, 2017 Antoni Chumillas

Making Business Data Friendly

Database Management

Business data has to be friendly. Data has to be put to work and it has to be effective, otherwise it’s a totally wasted and very expensive resource. But, we know that’s easier said than done. The best solution is to choose a partner who can offer a one-stop solution, and let them fully leverage your own data.

Here at Celsius we have a key offering when it comes to data. We make your business data friendly, with our data as a true service solution.

And we start off by organising our data services into three main areas: data sourcing, database services and profiling. For sourcing, we get data from both national suppliers, vertical segment specialists and insigths from Big Data. We also increasingly use social media information to source data and this has proven a very effective strategy over the years.

For profiling, we make a detailed analysis of data versus the available universes, and also use the Celsius Enterprise Market Model for ABM.

 

Celsius Cloud

What Celsuis Cloud offers is an on-going data integration which creates an accessible data universe for a company’s marketing and sales teams. This means full integration between our Celsius Cloud and the ability to de-duplicate, enhance, analyse and extract the data.

Our approach to the data management process is comprehensive and from start to finish involves five steps which works from defining the data, right through to data enrichment with the external data and Celsius Enterprise Model.

With data cleansing and enrichment, the process followed is once again very detailed. Our data cleansing and standardisation uses CPT data that includes a number of key factors such as country name standardization; the address, city and postal code cleaning; and, the generation of city based on postal code. Furthermore, there is a standardization of phone numbers; the removal of all non-applicable data; the generation of gender based first name and derive salutations; and, the validation and generation of emails.

 

Survivor Records

We also conduct a deduplication of accounts and contacts, which includes a selection of survivor records. And we match accounts against our Enterprise Market Model database to add new accounts and enhance those which already exist.

This may sound, and is indeed a very thorough process, but when you see the end result, you can immediately appreciate that the Celsius approach turns data from a somewhat hit-and-miss affair, to a highly targeted and very valuable resource. Data that has been cleansed and enhanced by Celsius, becomes a very powerful part of the mix and one which can be put to good use by the sales and marketing teams.

 

Last Word

Business data needs to be friendly, all too often companies lose control of their data and it quickly becomes a liability, one which is an unwieldly and ineffective when it comes to communicating with potential and existing customers. However, with an approach such as that adopted by Celsius, the database becomes a true ally, one that can be fully exploited by the company’s employees, providing not only a rich experience, but one that will help generate leads and sales.

We know that data doesn’t always come ready to use. With a true data partner specialist, you can make sure that both Marketing and Sales enjoy the benefit of greater access to data and the enhanced ability to gain insight from it.

Why not Talk to us about it?

 

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