Accurate Customer Profiling and Enrichment for Video Communication Company

Data Enrichment - Case Study

The Company: Video Communication Company

Industry: IT Industry

Company Headquarters: San Jose, California, USA

Accurate Customer Profiling and Enrichment for Video Communication Company

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The Objective:

The client a California based software company providing video communication services to thousands of Fortune 500 companies was looking to generate more business. The company looked for clients to opt for more services and for that the company needed to market appropriate products suitable to their requirements. Therefore, the company looked to create effective customer profiles with appropriate segmentation. The client approached HabileData to classify, cleanse and enrich inaccurate and incomplete customer data which could be effectively used to upsell and cross sell the products.

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The Challenges:
  • High volumes of profiles to be updated on ongoing basis; 1 lac plus records every month.
  • Sourcing information to fill in missing and erroneous data from multiple online sources.
  • Ensuring accuracy of 14 fields for every record on an ongoing basis.
  • Managing resources and infrastructure for voluminous and complex operations.
  • Integrating data from multiple unstructured and structured sources.
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HabileData’s Solution
  • Robust workflow was planned wherein the team using automation constantly cleansed, enriched, validated, verified and updated the database.
    • The data was cross checked against the most recent information available for 14 fields.
    • The fields checked for included LinkedIn url, legal name of the company, company size, company website, number of employees, industry, overview of the company, headquarter address/country etc.
    • Information was captured from multiple authentic sources including company websites, social media sites, business directories etc.
  • Team and infrastructure were set up to manage huge volumes of data enrichment.
    • Team of 20 skilled members with strong analytical skills were hired and trained.
    • 24/7 operations ensured by dividing workforce into shifts.
  • The process involved identifying profiles, enriching and updating.
    • Both the existing profiles and new entrants required updation
    • Automation used for quality checks and submission
    • Data captured manually or by using custom tools and macros
    • Data entered into excel sheet
    • Data uploaded after cleansing and validation on FTP servers
  • Dedicated QC team checked validated data
    • 99% accuracy maintained
    • Client feedback was 5/5
  • Huge volumes of data handled successfully
    • Sample 500 records submitted within a quick turnaround time
    • 1,20,000 records updated in initial two months
    • Ongoing updation of 75k records per month
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Business Impact
  • Improved customer engagement
  • Enhanced sales 
  • Reduced customer churn

Value Addition

Enriched customer profiles with appropriate segmentation helped the video communication company market their services effectively along with targeted upsell and cross sell, driving better customer retention and improved sales.

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