Convertible marketing concept

The aim of Ground Truth is to incorporate all available information about a customer into the redesign of processes and business models, for example for the optimization of sales and marketing activities, campaign management, blacklist matching, compliance or customer relationship management.

The already familiar concept of a customer's "Golden Record" is expanded and the "Golden Record" becomes the "Golden Profile".

Holger Stelz, Director Marketing & Business Development at Uniserv, explains the launch of Ground Truth:

"To stay with the example of optimizing marketing and sales activities mentioned at the beginning: The predictive analytics methods currently frequently used for planning and designing marketing campaigns are generally based on ten percent of the data available in the company.

What this means for data quality is clear: the forecasts and analyses are only accurate if the data is carefully maintained and up to date."

If this is not the case, the company faces a fatal and even dangerous chain reaction for its success.

"Unmaintained data and the lack of consideration of transaction data for training the predictive analytics algorithm lead to inaccurate analyses, which in turn lead to misguided campaigns and ultimately to incorrect business decisions. This chain reaction can be transferred to all other ground truth business scenarios"

says Stelz.

With Ground Truth, Uniserv has developed a process and solution methodology that ensures that the data used for analysis is up-to-date, accurate, complete and well maintained.

Golden Record

The marketing concept is based on the classic "golden record" method, in which a central customer master data record is generated from all available data sources.

In the next step, however, this "golden record" is then supplemented with transformation rules that describe access to interaction and transformation data, i.e. transaction data, in the various data sources. The "Golden Record" becomes the "Golden Profile".

This "Golden Profile" combines address data, purchasing behavior, purchase history, preferences and the traces that the customer leaves behind on the Internet and social media. This enables a complete, precise and up-to-date 360-degree view of the customer for the first time.

And only now does the company have the basis for a reliable predictive analytics process, for implementing compliance requirements or for blacklist matching.

"Companies that use Ground Truth can ensure that their forecasts and analyses no longer take place in a 'vacuum', but have the 'grounding' required to provide truly valid data for future campaigns"

Stelz summarizes the advantages of the new methodology.