The Art of Data in Real-Time: Practical Uses and Applications

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1 in inspire innovate involve FREE WHITEPAPER The Art of Data in Real-Time: Practical Uses and Applications

2 How does this speed compare outside of the technology universe? 1 What is Real-Time? Real-time refers to the ability for information to be reported instantly or almost immediately upon being obtained or collected. Real-time A McDonnell Douglas F/A-18 Hornet, a supersonic fighter jet used by the US Navy on carriers around the world has a top speed over 1,190mph (over 1½ times the speed of sound). At top speed it will travel 100 miles in seconds. In this span of time, a robust real-time data platform can perform over 600,000 reverse telephone searches (2,000/sec). can be relevant to many industries, but in this application, realtime data refers to the ability for customer or prospect information to be returned in sub-second speed. The time frame for returned information to be considered real-time is not defined in a set standard. The data industry typically measures real-time response time in milliseconds or nanoseconds. Real-time data continues to rise in popularity. As technology enables consumers to move faster and make split-second buying decisions, businesses strive to keep pace with their consumers. Real-time data In the 2.8 seconds it takes a Lamborghini to go from 0-60 mph, a strong real-time platform can perform 5,600 reverse telephone searches. enables these businesses to make instant, meaningful business decisions to meet consumer demand.

3 2 Current Data Landscape: What Type of Data is Available in Real-time? In the world of consumer marketing, retention, and identification, there are a vast and diverse number of data combinations available in real-time. Major categories of data include: ONLINE GEO- LOCATION SOCIAL COMPILERS / 3rd PARTY CALL CENTER PURCHASE HISTORY platform statistics Website performance/ online analytics Display ad activity and analytics Mobile app Local Search Social profiles Social networking activity Social display ad and interaction Multi-channel consumer contact information Demographic and lifestyle data enhancements / market segmentation Inbound customer data Purchase history Call recordings / consumer interaction Brick and mortar POS purchases Online purchases Loyalty program activity Affiliate ad serve networks/ online browsing activity Modeled psychographic information

4 3 Making the Sea of Endless Data Meaningful With key pieces of consumer information available in real-time, companies are now able to profile, segment, and better identify consumers, at the exact moment an interaction occurs: Phones: Mobile (private): (312) DA (public): (312) Name: Jonathan R. Smith Aliases: John Smith, Johnny Smith, Jon Smith, JR Smith DOB: 5/10/1967 Deceased: N Address: jrsmith@ .com IP Address: Demographics: Married: N Homeowner: Y Children: N Gender: M Recent Online Purchase History: 10/28/2015 $ /15/2015 $ Lifestyle Information: Net Worth: $1.5M Art Enthusiast: Y Charity Donor: Y Men s Apparel: Y Cooking/Wine: Y Investor: Y Loyalty Program #: Loyalty Status: Platinum Address History: 126 N Main St, Chicago, IL W Broad Rd, Chicago, IL Mill Ave, Apt 4, Chicago, IL Automobile: 2013 Audi A5 VIN: WBGDG83649A This instant identification drives real-time decisions throughout the enterprise, including marketing and e-commerce, brick and mortar stores, call centers, fraud risk, and collections.

5 Sample Real-time Reverse Phone Append Input ReversePhoneAppend?login=jsmith& password=xxxxxxxxx&phone= Output <xml><responsecode>0</responsecode> <ResponseMsg>Successful</ResponseMsg> <Response> <Detail transaction= ReversePhoneAppend > <Person> <Name> <LName>SMITH</LName> <FName>JOHN</FName> <MName/> </Name> <Address> <House>927</House> <PreDir>N</PreDir> <Street>NEWPORT</Street> <StrType>ST</StrType> <StrType>ST</StrType> <PostDir/><AptType>APT</AptType> <AptNbr>10</AptNbr> <City>CHICAGO</City><State>IL</State> <Zip>60655</Zip><Z4>2349</Z4> <DPC>035</DPC><CRTE>C036</CRTE> <CNTY>031</CNTY><Z4Type>H</Z4Type> <DPV>Y</DPV> <Deliverable>Y</Deliverable> <ValDate> </ValDate></Address> <Phone> <Phone> </Phone> <PhoneType>L</PhoneType> <DID/> <RecType>R</RecType> <IDate> </IDate> <ODate> </ODate> <TelcoName>BELLSOUTH SO BELL </TelcoName> <PHV>5</PHV> <DACode>D</DACode> </Phone></Person></Detail></Response> </xml> 4 Setting up a real-time program Retrieving data through an API An API, or Application Programming Interface, is a type of code that provides two separate computer systems with the ability to talk to each other and exchange information in a secure environment. Many web-based platforms use APIs to allow users to interact with their program. This can include mapping and driving directions, social media platforms, buying/selling e-commerce sites, online lookup tools, and many more. The majority of real-time data solutions are web services which use HTTP protocol and can integrate with any web browser, CRM database, POS system, call center platform, or internal data processing system. Typical real-time APIs use RESTful, JSON, or SOAP protocols, which can be tested from most web browsers and code can be written to utilize the services in most common programming languages (Java,.Net, PHP, Ruby, Python, Perl, etc.). This process may sound technical, but the majority of real-time providers have a team of developers adept at setting up these programs with a client s IT department. Once clients have identified that a real-time program will help advance business goals and initiatives, the technical process is relatively straightforward to implement. Completing the transaction After identifying all data elements required to make meaningful business decisions, a real-time data provider will create a specific transaction. Through the API, this transaction speaks to the databases(s) and identifies the elements needed for extraction. The transaction is coded to return these data elements to the client during the real-time response.

6 5 How businesses are using real-time data to increase sales conversions, improve retention and customer satisfaction, and reduce fraud risk Real-time data delivery is a driving force in a number of industries including: Online marketing Data verification and validation Fraud prevention and risk management Customer retention In-bound call center customer and prospect identification Skip-tracing Law enforcement Many more Below are a few examples of how businesses are using data in real-time to drive business growth: Automated Inbound Call Routing Real-time technology is the driver for intelligent call routing at inbound call centers. When a call enters the call center, it is routed to servers hosting vast consumer information. The caller is identified and a score is assigned. Based on the score, the call is routed to the appropriate agent, along with the specified call script for the scored caller, all in subsecond response time. Inbound Call to Call Center Real-time Servers Recognition Databases Score Applied Caller 1 Caller 2 Caller 3 Agent 3 Agent 1 Agent 2

7 5 Real-time Applications (continued) Identity Validation Fraud, risk, and financial service institutions use real-time data for instant consumer identity verification. Data is input and sent to the real-time server, matched against key identity elements, including name, address, phone, SSN, DOB. A match score is applied, determining level of confidence in consumer identity. Unidentified Real-time Servers Recognition Data PII Data Score Applied Verified Web Publishing and Online Ad Serving Real-time and digital data is growing exponentially as businesses look to reach consumers in time to affect purchasing decisions. As a consumer is searching online, their IP address or address is captured, matched against digital data, and key demographics added. Based on their segment or profile, unique ads are instantly targeted to the consumer. Online Real-time Servers Digital Recognition s Segmented Targeted Online Ad 1 Targeted Online Ad 2 Targeted Online Ad 3 Targeted Online Ad 4

8 5 Real-time Applications (continued) Collections and Skip Tracing As a collections tool to locate consumers, realtime access to information is critical. Data is input by the collections agent, key data elements identified, and multiple telephone numbers ouput for additional methods of contact. Phone information (i.e. phone type) is also identified for compliance purposes. Collection Agent Skip-tracing Lookup Identification Database Telephone Contact Database Primary and Alternative Telephone Information Output Online Lookup Portals Online information lookup sites need to access a variety of information at a high volume capacity. In this case, information for consumers, businesses, and properties are located within a single portal for businesses to search. Regardless of web traffic volume, all information must be returned instantly. Simultaneous Searches High-traffic Online Portal Information Business Information Property Information Multiple Searches Returned to Online Portal Searches Returned to Users

9 5 Real-time Applications (continued) Donor Identification Non-profits realize the importance of high-end donor recognition. When a call enters the call center, the owner of the phone number is identified, matched to the CRM database through a persistent ID, and information immediately populated for agents to handle accordingly. High-end donors can be recognized and handled with specialized messaging. Inbound Call to Call Center Real-time Servers Identification Database Non-profit CRM, linked to Persistent ID High-end Donor Identified Agent Alerted with Specialized Call Script Data Hygiene With data quality being a major part of budget waste and missed opportunities, many companies are taking advantage of data hygiene at the point of contact. Data comes in through a call center or online, is instantly cleansed and processed, then added back into the master CRM, all in real-time. Inbound Call, , or Online Interaction Real-time Servers In-house CRM Original Record Data Hygiene Processing Updated Record Information Returned to Inhouse CRM

10 Conclusion Real-time data may sound highly complex and technical, but in reality, is relatively straightforward to implement, and can make a large impact in marketing initiatives and fraud prevention. Whether you need consumer, telephone, business, digital, or specialty data, your real-time data provider should be able to implement a custom and flexible solution tailored to your specific initiatives. About Infutor Data Solutions Infutor Data Solutions, Inc. is a privately-held corporation whose primary focus is creating and maintaining the most accurate and complete data assets available. Compiled from public and proprietary information, these data assets are highly regarded in the information industry and are used by many of the industry s largest information resellers, advertising agencies, fraud and analytics firms, large non-profit organizations, and retailers. Data is accessible through real-time data transactions, on-site licensing, automated batch processing, and online query and order systems, all of which have been developed and maintained by Infutor. Our clients include four of the five largest marketing service providers/agencies in the United States, two of the three major credit bureaus, one of the country s largest non-profit organizations, and Fortune 1000 retailers, skip tracing, fraud and analytics providers. Infutor s solutions are used as a foundation for applications in: Marketing segmentation and targeting Digital identity validation and verification Direct marketing Retail consumer acquisition/retention Database management Fraud detection and management Inbound call identification and call routing Skip tracing Proprietary change of address processing (PCOA) Corporate data integration (CDI) Law enforcement searches More Information 2017 South Route 59 Plainfield, IL (312) sales@infutor.com