Radius, a leading business-to-business predictive marketing platform, announced the addition of Radius Data Stewardship to its solutions. With Radius Data Stewardship, marketers have access to the highest quality data for deriving precise insights that expand visibility into new and existing markets, effectively informing decisions for campaign planning and more accurately predicting and driving pipeline growth. Unlike other data solutions, Radius Data Stewardship leverages the Radius Business GraphSM to deliver the most accurate prospect and customer data on an ongoing basis.
Recent research finds only 70-75 percent of Customer Relationship Management (CRM) and Marketing Automation Technology (MAT) data is accurate. For many businesses, this equates to tens of thousands, if not millions of inaccurate records. Faulty data delivers sub-optimal insights, leading to ineffective results across pipeline. As marketers continue to adopt Artificial Intelligence (AI) based systems, this data problem will become increasingly important to solve, since the strength of any AI-based system is directly related to the underlying data. Left alone, inaccurate and incomplete data hinders revenue growth, regardless of any AI-system introduced.
In efforts to be time and cost effective, marketers search for ways to repair and enhance foundational data, which contains firmographic details, contact information, even granular details such as company technology stacks. Analyzing, cleansing and appending this foundational data is one way to make sure go-to-market teams have the highest quality information. With Radius Data Stewardship, customers can maximize success for their go-to-market strategy and execution by leveraging the best foundational data available for all marketing and sales activities. Radius Data Stewardship analyzes the overall health of internal ecosystems and identifies within CRM and MAT systems duplicate records, records no longer in business, incomplete records and additional information relevant to businesses – leveraging the over 450 attributes Radius tracks.
With the rise of AI-based technologies like predictive analytics, we know addressing the issue of faulty foundational data is absolutely critical,” said Darian Shirazi, CEO at Radius. “That’s what we solve with Radius Data Stewardship. Using the Radius Business Graph as a point of validation, we continually and exponentially improve our customer’s CRM and MAT data, so they can maximize the value derived from predictive analytics platforms like Radius.”
Radius Data Stewardship leverages the Radius Business GraphSM to increase customers’ CRM and MAT data quality to the level of quality required to deliver business results. The Radius Business Graph has 50 billion signals on 20 million businesses, providing the most up-to-date, comprehensive data available. The Graph bridges gaps across data, customer insights and execution. Once customers sync their CRM with the Graph, they receive continuously updated CRM and MAT data to power decisions; analyzing the viability of markets and campaigns, leading to shorter sales cycles and a higher percentage of closed deals.
Radius Data Stewardship is unique in the comprehensive and ongoing nature of the offering. While similar offerings are currently available on the market through third-party vendors, these services typically occur in silos and stop once the data is clean. Furthermore, other vendors do not offer any access to predictive marketing solutions. With Radius Data Stewardship, marketers can now continually maintain high-quality foundational data and use that data to fuel predictive marketing efforts, all within the Radius app.
According to What’s Possible With Predictive Marketing Right Now?, a July 2016 Forrester report by analysts Allison Snow and Laura Ramos: “Successful models depend heavily on rich, deep client data. Many B2B marketers put themselves at a disadvantage by trying to make predictive work on a limited set of data or data that is just plain wrong.”
Radius Data Stewardship provides marketers with the clean, comprehensive data required to realize true value from predictive solutions.
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