Melissa Data, a leading provider of global contact data quality solutions, today announced active data quality tools and services for the Salesforce® CRM platform. By capitalizing on multi-sourced, constantly updated reference datasets instead of rules-based validation, Melissa Data’s tools cleanse, standardize, and enrich data in real-time. Salesforce® users are armed with consistently accurate and actionable customer information, including advanced deduplication capabilities and comprehensive firmographic enhancements.
“Ideal CRM results demand an active data quality strategy that recognizes customers are not static. By mirroring the ongoing flow of customer data and allowing only verified information to enter the system, CRM data is protected as a tangible asset for all stakeholders in the data stream,” said Bud Walker, vice president of enterprise sales and strategy, Melissa Data.
Melissa Data offers a full spectrum of data quality add-ons, meeting growing demand for easy integration into the Salesforce® platform. For example, in-depth firmographics enable CRM data to be enhanced with detailed information from 25 categories, including company name, phone numbers, SIC codes, number of employees, total sales estimates, and more. Matching and deduplication options uncover hard-to-detect duplicate records such as non-exact matches based on address obscurities, nicknames and abbreviations, and formatting challenges.
“Our new MatchUp® component finds obscure and near matches, defining relationships within contact records to gain a single, more accurate view of the customer,” said Walker. “Users have a smart tool to combat the idiosyncrasies of contact data, conserving resources, enhancing productivity, and improving return on CRM investment.”