Customer data is the life-blood of every business - and it’s critical. Every touchpoint, department, and person relies on the accuracy of the data these systems hold. Matching and unifying this data is core to data analytics, data integration, and business intelligence processes. The problem is, average duplication rates in CRM systems today are still around 5 percent, and in hospital MPI databases that number climbs to 9.4 percent. 360Science headed by Rob Heidenreich, the company’s CEO, is one company that is looking to solve this problem, and they are delivering a next generation approach to matching and unifying customer data.
360Science has developed a matching engine - that achieves results that mimic human perception.
The company utilizes a unique blend of algorithms, including its own proprietary logic and AI to ensure that all types of variations in contact data are caught. Essentially taking a 3-dimensional view of the data, never relying on any single item of data being consistent or even correct! This is very different than typical matching processes that relying on conventional algorithms, extracted, transformed, standardized data, with match codes and match keys.
“Once you think about data matching from the perspective of the C-suite you fully appreciate matching is not just an IT problem – it’s a business problem measured in terms like CAC, LTV, and Loyalty.
Matching contact data is a complex process and 360Science is delivering a next-generation approach to matching and linking identities
The challenge is, only those at the front lines working with data see the difficulties,” states Heidenreich. “CRM and customer data is unique - and if you are going to match on that data, you need a matching engine built specifically for that purpose.”
The company is quickly growing a strong position in the data analytics space - offering integrations with many data analytics and data integration platforms such as Microsoft SQL Server and Alteryx. Their logic is also designed to deploy anywhere and supports Big-Data applications and In-Memory processing, offering a number of APIs including APIs for Hadoop and cloud environments. “We understand that the challenges of matching customer data within a company looks different between department, division and even down to the individual,” states Rob Heidenreich. “Essentially we’ve mapped our offering to the needs of the enterprise - from the junior marketer or DBA to a full stack developer or a data analyst or data scientist.”
360Science technology has been deployed by over 600 customers in over 30 counties, and run on ‘billions’ of records, in dozens of uses cases - from marketing to healthcare to financial services. Most recently, Comcast partnered with 360Science to improve their processes to unify customer data supporting their digital advertising and analytics. Other brands that rely on 360Science include Dun & Bradstreet, PayPal - Tio Networks, Dick’s Sporting Goods, Fidelity Investments, and Nestle.
What motivates us? We actually “geek-out” on data. Seriously though, we know now how important customer data is to our customers and we know we’re solving “big” problems. The firm aims at evolving its footprint and seeks to leverage the growing big data analytics landscape. 360Science also has massive innovation plans and has its crosshairs firmly locked on financial services data, and with the current political climate - political campaign data analytics.