The Kleber platform can be leveraged in a variety of different ways and applied to a number of different use cases, providing access to a range of data related services via a single, standardised web services interface.
Please see the blog post Kleber – What is it? for a high level explanation.
CRM
Data capture methods, such as predictive address capture, has been implemented within CRM data entry screens to increase the speed and accuracy of data being entered. Verification methods are also used within these environments to ensure the contact information entered is accurate and reliable.
Platform capabilities that are typically implemented within CRM environments include:
- Predictive address capture
- Address verification
- Email address verification
- Phone number connection status
- ABN/ACN lookup/verification for B2B environments
Many of these capabilities can also be called to perform periodic batch cleansing of data stored within the CRM database and for bulk data uploads.
Ecommerce/Retail
Whilst ecommerce typically requires many of the same data capture and verification capabilities used within CRM environments (but online), there are several additional methods that the Kleber platform makes available that add significant value within ecommerce environments.
These include:
- Real-time match key generation that can be used to detect duplicate account creation between online and “bricks & mortar” systems and across different brands.
- Real-time geo-demographic profiling and segmentation to drive relevant content from the moment a customer provides their details. This also assists with targeting specific groups and for identifying where the most suitable areas for new store locations etc.
- Identification of “disposable” email addresses that are used to circumvent sign up processes.
- Specific address verification to ensure deliverability to a given shipping address.
- Address verification also ensures 3PL providers can match addresses within their systems and so do not return inflated shipping costs that might result in cart abandonment.
Systems integration & data exchange
Quite often it is difficult to exchange data between different systems and platforms. Obviously the verification and data matching capabilities within Kleber can be used to assist in this process, however Kleber also provides access to specific methods for parsing and formatting of names, addresses and phone numbers making this process simpler still.
For many legacy environments verification of data at the point of entry is simply not possible. In these situations, the various capabilities within Kleber can be called during the workflow/exchange of information, adding value to all downstream processes.
Further, the advanced match key generation methods within Kleber can be used to provide name & address records with a unique data “fingerprint” that can then be used to easily match records across different systems.
BI & Analytics
Many organisation invest considerable time and money in Business Intelligence and data analytics. Whilst most of the BI and DA tools currently available are very good, most, if not all, tend to focus on drawing insight from data held within an organisations own walls. They focus on the contact information, transactional and other data collected through trading with customers and suppliers etc.
Not only can Kleber assist in ensuring the internal data being referenced by these tools is accurate, many of the methods available within the Kleber platform enable organisation to see beyond their own data and draw insights form a range of third party data repositories to add new dimensions to their data. These include:
- Geospatial data appending (X/Y)
- Geo-demographic profiling (Affluence, Education, Profession, Family composition etc.)
- Behaviour insights – propensity to spend
- Property insights – value, bedrooms, bathrooms, rental scores etc.
Suppression
Maintaining up-to-date information is a challenge for all businesses. With the increasing pressure of legislation putting the onus of data accuracy back on the recipient it is now more important than ever to ensure up-to-date records.
Of all the types of data captured, the most common to change is address information and life stage.
People move and unfortunately they pass on. To assist in maintaining the integrity of stored information Kleber provides methods to:
- Identify records where contacts may have moved (Change of Address)
- Changed their marketing permission (Direct mail, Junk mail, Do Not Contact etc.)
- Become deceased.
Not only does this assist in compliance with legislation, it also reduces the change of reputational damage that could occur should these records be used for marketing or collections purposes.
Conclusion
In the above we have only scratched the surface with regards to the many different use cases for the Kleber platform. With the plethora of continually expanding capabilities offered via the Kleber platform the actual use cases are only limited to an organisations ability to understand the data issues within their business.