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step was to integrate fifteen disparate source
systems, including a variety of internal information such as tradeshows, customer loyalty
programs and vehicle finance data, plus external information supplied by public sources.
The manufacturer then used that same technology for a flexible and adaptable solution
to integrate new sources of information as
they became available.
They made sure they were getting through
to key targets, applying custom cleansing
and standardization rules to particular large
corporate parent-child relationships, e.g.,
General Electric, GE Energy, or GE Power
and Water. They also worked on normalizing the variations in company names that
result from data being housed in various
internal systems, like 3M Company rather
than its former name, Minnesota Mining &
Manufacturing, 3M, MMM, 3M Co. and
various abbreviations of the former name. It
may seem like just a few letters difference,
but to a marketer, those few letters can create a maze of lost time.
In another key move, the manufacturer
enhanced its ability to know where buying
decisions were made, adding relationship
identifiers with customized match rules to
identify specific site locations, such as company branch sites, multiple brand dealers
and other locations where important demand
may be generated.
The bottom line? Early results have validated an immediate positive ROI due to
more accessible data and a singular version
of the true customer. Engagement metrics
have also improved dramatically by segmenting customers for differentiated marketing programs, which has further enabled
advanced customer analytics.
Having cleaned the data significantly,
they can now use recency, frequency &
monetary (RFM) analysis and lifetime value
analysis to understand the future migration
of customers among RFM segments. That
intelligence enables them to spend marketing
dollars smarter to better support their dealers
and the enterprise. For this manufacturer,
searching through the data maze to find and
understand their best customers is already
paying off, with a host of new revenue
opportunities in sight.
DataMentors is a full-service data quality,
data management and business intelligence
provider. For more information, visit