Officials at DataMentors, a leader of data quality and integration, business intelligence, and Data-as-a-Service, wanted to enhance its offerings even more to enable brands to boost their customer engagement levels even higher.
Enter Relevate, a leading marketing data and services provider.
DataMentors recently merged with Relevate to form the industry’s leading provider of Data-as-a-Service (DaaS).
Since DataMentors was founded in 1999, the company has achieved a long-standing reputation of providing leading-edge marketing technology to help companies drive innovation and growth. The company has been consistently recognized by Gartner for excellence in data quality, and further enhanced its position through an investment led by Brook Venture Partners in February, 2014.
Relevate was introduced in 2010 to combine the data products and services of Telematch (founded in 1978) and Phoenix Data Processing (founded in 1982) under a single brand. Relevate provides leading marketing data and analytic services to help marketers make better marketing decisions and yield better outcomes. Its breadth of services covers new customer acquisition, data enhancement and customer growth and retention services.
Loyalty360 caught up with Anders Ekman, President of DataMentors, to discuss the ramifications of this intriguing merger.
What factors prompted the merger with Relevate and how will this impact customer experience, customer engagement, and customer loyalty?
Today’s CMOs are increasingly focused on business vs. brand outcomes as data has evolved. They are also increasingly responsible for marketing technology spend to drive revenues. In our experience in working with marketers across all industries, time and again we hear the need for integrated marketing data and technology solutions versus a set of disconnected products to solve these challenges.
To provide this comprehensive suite of solutions, DataMentors was seeking an opportunity to integrate our strengths in technology and Data-as-a-Service with a company rooted in providing broad data services. Similarly, Relevate was seeking to expand its data offerings with a company that could leverage these data assets with technology. Both companies understand that the ability to transform data into revenue is vitally important to stay competitive, and by joining forces we have become a powerhouse of solutions that leverage the modern data ecosystem and real-time analytics to create a customized, always-on dataset.
Our solutions empower marketers with rich insights into their customers and prospects, including who their best customers and prospects are, their channel preferences and their behaviors in the moment. Each of these customer insights is crucial to improve the customer experience, engagement, and loyalty. Accurate and comprehensive customer data activated trough technology is the foundation of successful CRM, and our merger allows us to provide truly rich data solutions to companies looking to excel.
What attracted you the most to Relevate?
Each company has a similar mission of using data to help clients increase revenue and improve ROI by effectively acquiring, retaining, and growing customer bases. Relevate is recognized as an industry leader in providing robust data services, and DataMentors has been consistently recognized by Gartner for excellence in data quality. This merger will pave the future for our combined company to continue to flourish in the Data-as-a-Service industry, and ultimately lead to more marketing ROI for our clients.
We were also attracted to Relevate because of the opportunity a merger presented for DataMentors to grow into other industry verticals, including Automotive and Insurance. Relevate operates Relevate Auto, a business unit seeing extraordinary growth in providing the automotive industry targeted data services to help market more effectively with thorough accuracy and precision, and which is powered by its leading vehicle database.
The combined company’s products will be a “best of both worlds” combination, bringing DataMentors’ technologies and Relevate’ s data products together. Featured products include:
- Custom DaaS Solutions: Customized real-time data assets created from the modern data ecosystem
- Relevate Auto: The leading VIN on more than 188 million cars, trucks and SUVs, including make/model/year, enhanced with deep consumer demographics and propensity models
- Relevate Mover: Includes data on new movers, a rolling one year database of more than 25 million new movers and new homeowners, enhanced with consumer demographics
- Relevate Email: A high-quality, permission-based national file with over 198 million unique email addresses
- Relevate Telematch: A robust database of more than 280 million listings, including cell phone, wireless, cable and VoIP residential listing with complete names and current postal addresses
- DataFuse: The Gartner-ranked data integration and data quality engine that serves as the foundation of marketing database development
- PinPoint: Fast, flexible business intelligence designed for business users
- SmartSelect: 24x7 access to counts, orders and reports
How will this merger help you better turn data into revenue for clients?
Companies today are challenged to find actionable insights and real-time intelligence from ever-increasing sets of growing data. Both DataMentors and Relevate understand that the ability to transform data into revenue is vitally important to for clients to stay competitive, and by integrating Relevate’s data and services with DataMentors’ technology and suite of services we have created a powerful Data-as-a-Service (DaaS) solution to help marketers present the right offer, to the right customer, at the right time.
Data-as-a-Service (DaaS) is a game-changing process that leverages the modern data ecosystem and real-time data analytics to create a customized “always on” dataset of consumers where purchase is imminent. DaaS combines a company’s first-party CRM data with real-time triggers and Hard-to-Find-Data (HTFD) sources to deliver better targeting and a stream of in-market consumers.
How do you see the relationship between customer data and the success of marketers’ loyalty programs today?
A successful loyalty program is built on accurate customer data. More so than ever before, customers expect and require a personalized experience. Delivering these personalized, positive experiences begins with a well-integrated marketing database to derive a comprehensive customer view, including their preferences, and what drives their behaviors. With this merger, DataMentors can now both provide the customer information marketers need as well as the data integration and management solutions necessary to pull actionable insights to implement a prosperous loyalty program.