ALM Creates a 360-Degree Customer View in Just Four Months, Delivering Adaptive News and Targeted Ads to its Growing Customer Base
MarkLogic Corporation, a leading operational and transactional Enterprise NoSQL database provider, today announced that ALM, an information and intelligence company serving business professionals in the legal, consulting, insurance, finance and real estate industries, created a 360-degree customer view in just four months with the MarkLogic® database after trying for two years using a relational database. This comprehensive customer view is helping ALM expand its audience base with adaptive news and ensure advertising customers are hitting the mark with targeted ads. ALM executives will be sharing their data success at MarkLogic World U.S. 2016.
To accomplish this vision, ALM combined data from 60 different sources. Like many enterprises with multiple data silos, ALM attempted to use a relational database to integrate disparate data from these various systems. After two years, ALM realized that relational databases are unable to meet the needs of the company’s changing data and business landscape. ALM required flexibility for data integration and affordable scalability to support growth, along with critical enterprise features such as single sign-on security and high availability.
“MarkLogic enabled us to assemble customer information, from all over our company — data that resides in registration databases, fulfillment systems, ad serving, CRM and others — all surrounding our customers and their experiences. Aligning this data into a single view, or ‘golden record,’ gives us the ability to help our customers with their work and analysis, and connect our advertisers with our customers,” says Gene Bishop, vice president of technology at ALM. “This community building, through the connecting of personalized content, is an important component of our growth strategy. We could not do this through traditional relational databases. Using the MarkLogic database for this project provided us incredible ROI. With a minimal investment in the technology, we discovered a 600 percent more effective way to match customers to events, as well as dropping opt-out rates for our B2B marketing team.”
The MarkLogic database allows ALM to collect and create relationships with external data to optimally support subscribers and advertisers. For example, if a lawyer files a lawsuit against a specific company with the FTC, ALM can deliver information about all entities and people involved — companies, the judge, witnesses, etc. — as well as relevant content and similar filings.
Numerous enterprises are creating “Customer 360” profiles with new generation databases like MarkLogic. By gathering all relevant information about each customer, companies such as ALM can better understand their customers and their needs. As a result, they deliver engaging and personalized information that boosts customer retention, improves departmental operations and assesses the effectiveness of a new product or service. With the MarkLogic database, this can all be achieved on a single platform that can perform the necessary discovery and operational functions at massive scale and in a highly secure manner.
“Pulling together diverse data from multiple sources to create an integrated and actionable view is an incredibly hard job with relational databases. ALM leveraged the MarkLogic database to capitalize on all of its data to not only remain competitive, but eclipse its peers,” said Joe Pasqua, executive vice president, Products, MarkLogic. “The MarkLogic database is designed to bring together data quickly, powerfully, and safely based on enterprise features like government-grade security and disaster recovery that are essential to global organizations. We enjoy working with customers like ALM to create agile platforms that drive their businesses’ success in the face of an ever-changing market landscape.”