SEPTEMBER - 2023MARTECHOUTLOOK.COM19We prioritize human intelligence over AI and strategy over technology while focusing on a select group of clients versus a factory-based approachData Square's vision is to streamline businesses' omnichannel marketing campaigns with strategy powered by a fusion of database, advanced analytics, and decision support technology for email and campaign management. The CRM Square solution is a physical representation of that vision.CRM Square--Squaring up the Data Gap The core of CRM Square is a platform layer that connects various functional areas and systems through pre-built applications, API connections, and custom configurations. This layer serves as the hub of the technology ecosystem, with data at the epicenter. It cleanses, transforms, and unifies large volumes of heterogeneous data traveling in real-time to enable value and insight generation. "A combination of human intelligence and AI methodologies are used for developing identity resolution, source prioritization, and surviving record logic. Additionally, CRM Square includes value-based enrichment options with third-party data to create a 360-degree view of the customer and support downstream customer journeys. It successfully addresses the 5 Vs of Big Data--Velocity, Volume, Variety, Veracity, and Value," says Sadh.The Report and Analytics modules of CRM Square help generate insights and predictions needed for targeting, personalization, and segmentation. The Campaign module leverages the insights-driven contact strategy and analytically optimized audience selection, messaging, and touch sequences developed by the other modules. It creates customized cross-channel contact lists for relevant communications based on user attributes, preferences, history, interests, and model scores. The Email/Digital Module helps deploy trigger-based and dynamically personalized digital campaigns that are automated based on customer interactions. The Contact Module empowers sales teams with customer intelligence, lead scoring, and recommended actions for phone or in-person interactions. Essentially, the platform enables marketers to go beyond multi-touch to omnichannel marketing. With its customer-centric approach, it breaks through channel silos and captures dynamic interactions between channels. The closed-loop system allows for segment-specific attribution of results and ROI on marketing activities using control groups. While Data Square's solutions have a track record of success across a wide range of metrics and verticals, a recent example of CRM Square's efficacy is an integrated marketing campaign that used email, direct mail, and phone. Direct mail and phone, with static targeting and segmentation, typically yield good ROI, but are expensive channels. To add value, Data Square went a step further. First, real-time data from email clicks were used as interest indicators, along with other attributes within a predictive model. Next, dynamic model scoring was utilized to identify and triage contacts for a call, direct mail, or second email with a personalized message. The intersection of three channels, predictive analytics, dynamic model scoring, marketing automation, and real-time campaign evaluation capabilities, resulted in phenomenal double-digit gains in response rates compared to a control group. The Human Touch Always MattersAlthough CRM Square is designed to work as an independent unit, Data Square has ensured that each component can be used on a standalone basis to accommodate variations in organizational maturity levels, needs, and tech adoption readiness. Over two decades of client engagements have helped the company understand that the platform alone is insufficient to realize success. Optimized implementations require a fusion of people, processes, and technology. That's why, for years, the company has successfully used a solution-based approach that combines executive-level consulting, software, and services to address the challenges individually and in tandem.
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