Data about your leads, customers & accounts is spread across many data sources. Before combining data, you need to capture all the customer data from your tools, tracking & databases.
Hull can connect to all your tools, tracking & databases with a variety of integration methods to create a unified customer profile.
To associate data with a person (or company), you need an identifier such as
In B2B, you also need to associate people and companies, including anonymous website visitors.
Hull has automated & secure identity resolution for people (Users) and companies (Accounts). Learn more in our documentation.
Hull uses identity resolution to combine data into unified customer & unified account profiles.
Not all your customer data is immediately ready-to-use in all your tools. You need cleanse data before syncing (potentially useless) data out.
Cleanse identifiers by validating emails & domain names, and cleanse attributes to format (or remove) empty values, standardize data types (like person names), and format data for use in other tools (like Salesforce).
Hull can transform & cleanse data in any way using Processor - the real-time editing environment for your customer data.
With many data sources coming in, you’ll often find you have competing sources for the same data. For instance,
Company Name could come from:
It doesn’t make sense to map all of these across all your tools. Instead, you need to method to prioritize the data source for each type of data for each person & company, then sync your unified data (the most complete & up-to-date version) to your end tools.
Hull can apply fallback strategies in any way using Processor - the real-time editing environment for your customer data.
With your data unified & cleansed, you can map fields to your end tools, filter which people & companies should sync, and setup continuous synchronization with all your end tools.
Hull enables you to map any fields to your tools (best practice: sync data from your fallback strategies), filter User & Accounts with Segments, and setup two-way real-time sync with all your tools.
Customer data integration can be complex with many moving parts — tools, teams & data. Follow our Guide to Getting Started with Customer Data Integration.
Best practice: Don’t implement everything at once. Implement your data flows “brick-by-brick”.
Start your data unification project successfully:
First, define a simple, unified customer data model to replicate across all your tools. Follow our guide to defining your ideal customer profile & customer data model.
Next, connect just your key tools & databases and build a first version of your fallback strategies. This will become your source of unified data.
With Hull, it’s easy to add additional tools, data sources & computation, and iterate on your unified customer data model.
Ready to get started with your lead qualification project? Talk to an expert at Hull and book a demo.
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