ALM Creates 360° Customer View to Meet Revenue Goals
Company Size
1,000+
Region
- America
Country
- United States
Product
- MarkLogic Database
Tech Stack
- Database Management
- Data Integration
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Customer Satisfaction
- Revenue Growth
Technology Category
- Application Infrastructure & Middleware - Data Exchange & Integration
- Application Infrastructure & Middleware - Database Management & Storage
Applicable Functions
- Business Operation
- Sales & Marketing
Services
- Data Science Services
- System Integration
About The Customer
ALM, an information and intelligence company, provides customers with critical news, data, analysis, marketing solutions and events to successfully manage the business of business. Customers use ALM solutions to discover new ideas and approaches for solving business challenges, connect to the right professionals and peers creating relationships that move business forward, and compete to win through access to data, analytics and insight. ALM serves a community of over six million business professionals seeking to discover, connect and compete in highly complex industries.
The Challenge
ALM's management decided to grow from a legal content provider to a multi-industry information provider through acquisitions and new content, which would help the company maintain leadership in an increasingly competitive landscape. To best manage changes in the marketplace, enable the company to grow, and rapidly reap the benefits of acquisitions, the ALM team needed to invest in the integration and management of customer data. In two years, the company acquired four companies, and their systems and daily data feeds needed to be integrated into existing ALM infrastructure. On the content side, ALM wanted to better create and store content, but also to connect that content with customers, thereby increasing its value and better serving both customers and advertisers. The ultimate goal was to deliver adaptive news and targeted ads tailored for each individual user.
The Solution
To integrate the content, ALM first used the MarkLogic database as a central repository for re-use and then moved to delivering content to multiple products and audiences using MarkLogic's ability to aggregate content from multiple sources and tailor the delivery to just the right content for that product. To tackle the customer data, ALM initially looked at Master Data Management (MDM) software based on a relational database. After two years without success, the IT team applied the existing MarkLogic database platform to also handle customer data. In just four months, ALM was able to integrate diverse data about customers including registration data, trade show attendance, marketing interactions and external data from LinkedInR and other sources. With this data the company achieved its goal: Create a 360-degree customer view or 'golden record' of customers. This information provided the data needed for the company to deliver the right content to the right people at the right time.
Operational Impact
Quantitative Benefit
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