CRM database enriched with accurate customer profiles for a video communication giant

Challenges.

• Managing infrastructure and resources to clean and enrich 1 lac plus records every month.
• Process high volume of data, with 14 fields for every record, on an ongoing basis.
• Collecting information to replace erroneous data and fill in missing data from online sources.
• Integrating data from multiple unstructured and structured sources for creating customer profiles.
• Ensuring accuracy of data collected through web research.

Solution.

Designed an ongoing data cleansing and enrichment process using macros and bots for web research to collect customer information from online sources. The automated workflow ensured validation and verification of customer data against the latest information available online. Missing demographics, financial or geographical data was collected from authentic online sources selected basis predefined quality and customer profiling process.

Approach.

The entire process of extracting unstructured data from company websites, social media sites, business directories etc., followed with validation, verification and enrichment of existing data required significant hand -coding. So, data professionals with domain experience automated the cleansing and enrichment of data for compiling customer profiles.

Implementation:

• The email/FTP/folder feature of the automated cleansing and enrichment workflow was leveraged to receive list of new entrants in customer database or existing members whose profiles needed cleansing and updation.
• Programmable bots were leveraged, to scrape online data sources to be verified and validated against existing company and individual profiles.
• Missing information thus collected; was used to append and update customer profiles to be used for marketing purpose.

Quality Check and Audit:

• Agile workflow auto-created data extraction patterns to expedite the cleansing and enrichment process
• Macros deployed to validate and verify extracted and enriched data improved quality of customer profiles in the mailing list
• Multi-level QC process ensured that customer profiles data, before being sent to the client; was prioritized according to target group and relevant to the marketing campaign.
• Reports/dashboards for added/enriched information were generated through ML backed algorithms.

Dispatch:

Automated upload of profile data files, after cleansing, validation and enrichment, on the FTP servers.

Technology Used:

Custom tools, Macros, Bots and Scripts