Data Services

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Overview

You have probably received a dozen emails this week offering different systems, platforms and tools to allow you to take your business to the next level. You have also probably seen a dozen commercials or articles that discuss the latest diets, pills or exercise equipment that will solve your health woes.

Massini Group offers its clients blueprints for healthy data management and helps them utilize the tools and data feeds that they already have in place. There is no magic tool, subscription service or data source that will solve your issues. Much like good health requires regular exercise, a balanced healthy diet, and continual strategy adjustment based on your needs, proper data health requires you take ownership of your environment. Massini Groups exists to empower its clients by helping make their tools and data work for them and not the other way around.

Multi-source List Integration

It is common for our clients to license data from sources like Dun and Bradstreet or other large data aggregators. We also often see companies in the B2B space try to supplement this data with other third-party providers to gain additional insight to “new businesses” or other subsets that vendors claim that the big guys miss. There is undoubtedly added value from these types of providers from both a net new lead perspective as well as from an additional attribute perspective, but if they are not evaluated for their incremental value you will likely overspend and duplicate efforts.

Massini Group will help you understand the relative value of these sources, prior to acquisition, and in some cases work as a 3rd party to help broker a deal that will allow you to only pay for what is truly incremental. This allows you to save money as well as build the steps required to append incremental data to the existing source eliminating duplicative targeting efforts and multiple instances of data within your organization.

Data Services

Data Cleansing and Supplementation

Predictive Analytics

Massini Group can also help you identify more targets that fit your ideal customer’s description. By utilizing existing customer and historical targeting data Massini Group can help you build projected value and propensity to buy models that can be used in a few different ways;

- Score leads for sales prioritization and channel targeting selection
- Define criteria for acquisition of new data allowing you to purchase only data that fits the strategy and market that you desire to serve.

These types of models are usually defined by data that is readily and publicly available. Examples of this would be;

Industry Code
Employee Counts
Estimated Revenue
Site information
Geography
And many other depending on the type of product or service you are offering

These data elements, when built correctly will also be used in the sales analytics that you begin generating allowing you to fine tune the data that you are feeding to your sales teams month over month, optimizing sales and allowing models to be continually fine-tuned as updated based on what is happening in your market.

Matching and Deduplication

While these may seem like something that can be done simply and may not carry value, Massini Group has found that as they engage with clients, massive amounts of personnel resources are wasted on data that could have been programmatically set aside as duplicative. We also see that as businesses with large data management teams choose keeper records there is often not enough time or effort put into communicating with the sales and marketing teams to know specifically what may be of value.

For example, if duplicate records are identified, are the marketing and sales teams consulted to ensure that all relevant data from both sources are evaluated and consolidated as necessary to capture a new, best information version of the record. This best information may include some of the following;

Differing account information
- Phone
- Address
- DBA names
Alternate or additional contact information
- Job titles
- Alternate employees
- Email addresses
Incremental account information
- Business start date
- Business profile or subscription information
Properly maintained primary and secondary keys

Other examples of when if might be useful to leverage Massini Group for their matching and deduplication services;

as a 3^rd party provider to facilitate overlaps in data for enterprise partnerships where anonymity is required
in aligning geographic product availability with marketing databases
In ensuring prospecting lists are not overlapping customer relationships

Massini Group believes that your data is valuable and has experience working with Fortune 100 companies that have the most stringent security and data requirements. These include HIPAA/HITECH, PCI-DSS, SOC 1 and SOC 2 Type II.

Key Player Identification

Massini Group has a long history of not only helping their customers know which businesses to target, but helping them identify and organize contact data. This process includes assisting in the sourcing of data from a network of providers that specialize in contact data, but also codifying the contacts specifically for your purposes.

We will work with you to understand who makes the decisions regarding your products and who the influencers are so that when you come to the table you are positioning yourself with the right people and not wasting sales resources on individuals who do not hold the keys required to purchase for their organization.

Email Append Services

As data is acquired, tying contact information to company accounts is essential in defining overall marketing strategy. Massini group can assist you in identifying and tying together this information in to the larger Marketing Reference Database schema.

Build 9-box Prioritization

Marketing Reference Database is further prioritized utilizing the results of the Project Spend Analysis and the Propensity to Buy analysis described in Predictive Analytics. See example 9-box illustration below:

The results of each are grouped up into High, Medium, and Low value groupings and the universe is further prioritized based on these 9-box profiles to describe companies that are expected to be highly likely to purchase products and expected to generate high revenue.
The results of the analysis are inputs to further segmentation. As part of an iterative process, the adjustment to the universe segmentation provides a basis to adjust and optimize steps further down the line repeatedly, i.e. campaign planning and building, campaign testing, etc.

Telephone Validation and Phone Number Append

Massini Group works with various data providers, aggregators and technology-based value adding services. Some of these services are dedicated to the acquisition and validation of contact information. If you have a data set that is aging or you fear you are not reaching every target that you should be, we can help you!

We can help you not only identify phone numbers for businesses that are in your database, we will work with providers, on your behalf to validate phone numbers that you are uncertain of, eliminating time and saving money spent dialing against invalid phone numbers. This process can flag inactive numbers with approaching 99% certainty. They are also able to identify valid numbers with greater than 80% certainty. This allows your organizations reps to spend more time on the phone with valid targets and identify where you are not able to reach segments of your market.