Experian Data Quality Adds Business Data in Real-Time Data Enhancement Product

Experian Data Quality, a part of Experian Marketing Services and a provider of data quality software and services, launched business data within its real-time data enrichment platform. The offering leverages Experian Business Information Services' data resources to provide a deeper understanding of businesses at the point of interaction for improved lead routing and marketing personalization.

"Organizations are attempting to make instant decisions, but are often challenged by the fact that they have very limited information in real time," said Thomas Schutz, senior vice president and general manager for Experian Data Quality, in a statement. "Improving data quality at the point of capture and linking relevant data strengthens our ability to deploy predictive analytics models. With the right models in place, organizations can automate business processes in an actionable and meaningful way."

According to a recent Experian Data Quality study, 86 percent of companies leverage data sets from third parties to enhance customer records, with one of the most popular data sets being business data. Adoption of third-party data sets is driven by a need to gain insight quickly — the top challenge is the ability to develop personalized communications. Real-time data enrichment delivers individualized insight at the point of interaction, allowing businesses to prioritize high-value prospects and ensure rapid follow up and effective offer strategies.

"Business-to-business companies are very similar to companies in the consumer space in that they have a great need for additional insight," added Schutz. "With marketing automation and data-driven analytics influencing many decisions today, it is important to have the right information to ensure your business can efficiently meet the needs of each prospect while ensuring a positive customer experience."

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