Data matching of businesses and organizations (B2B) location and contact records requires more than finding duplicate records within and across data sources.
To produce a full, 360° view of a business relationship, related business entities, locations and contacts, along with same records, need to be identified and linked. This way a complete view can be created and understood. With a complete view appropriate marketing, sales, and servicing can be developed.
Connecting related records often involves creating “hierarchy” relationship links. A typical hierarchy structure might be
- Overall Parent Organization Level (3)
- Organization/Company Level (2)
- Location Unit Level (1) and their contacts
With the hierarchy structure created, and data records matched and linked, a complete relationship can be viewed. For existing accounts, overall activities can be identified, including revenue. Planning as to how existing accounts are to be managed can be accomplished. Opportunities for new cross-selling and upselling can be identified. Similarly, the management of potential prospective accounts can be planned.