Infutor Introduces CRM FreshLink to Resolve Inaccurate First Party Data and Maximize Marketing ROI

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Consumer Identity Expert’s New Data as a Service Offering Helps Wine and Spirits Company Solve CRM Data Decay, Increase Customer Contactability

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"Data quality is paramount but even more important given the depreciation of third party cookies. CRM FreshLink plays to Infutor’s identity resolution data and technology strengths as we enable brands to have the most robust first party data assets at all times." -- Gary Walter, Infutor CEO

To help marketers maximize the value of their first party data, consumer identity management expert Infutor today introduced CRM FreshLink, a data as a service offering to help marketers maintain, correct, enhance, and link their first-party CRM data.

“Data quality is paramount to driving successful omnichannel marketing campaigns and customer loyalty programs. With millions of address, email and phone number changes each year, the best marketing programs will fail if first party CRM data is inaccurate and outbound reach only connects with a fraction of the intended audience,” said Gary Walter, CEO of Infutor. “Combined with the depreciation of third party cookies, CRM FreshLink plays to Infutor’s identity resolution data and technology strengths as we enable brands to have the most robust first party data assets at all times.”

With CRM FreshLink, Infutor leverages its TrueSourceTM Identity Graph of more than 260 million consumers and 97.5 million daily updates to Cleanse, Link, Score, Complete and Enhance CRM data to ensure that marketers reach the right consumers with personalized and targeted communications that engage and convert.

For a global wine and spirits company, Infutor’s CRM FreshLink helped correct, link, consolidate and enhance customer records with attributes, leading to a 158% improvement in customer attributed phone numbers and a nearly 60% increase in available customer emails driving higher contact-ability and improved customer experiences.

The cleansing process of Infutor’s CRM FreshLink ensures an accurate data quality foundation, and features robust hygiene, standardization, and normalization processes. For linking, Infutor connects a customer’s persistent ID with household and address IDs providing visibility across time and silos for a 360-degree customer view and removing duplicate records. With scoring, customer contact points are evaluated for accuracy, and in the completion phase, Infutor returns missing or incomplete names, emails, phones numbers and addresses. Finally, CRM FreshLink’s enhancement functionality adds demographic, lifestyle and property attributes, enabling the CRM data to be used for modeling and segmentation.

In the Forrester report, “Case Study: Advanced Measurement Transforms Marketing,” Analysts Tina Moffet and Stephanie Liu note, “Merging customer, media cost, and marketing response data is a cumbersome process; it requires extensive data collection, audits, cleansing, and data joins. But those who keep customer data in silos can miss opportunities to connect relevant offers with customers at best or deliver negative customer experiences at worst.”

About Infutor
Infutor is the expert in data-driven consumer identity management. The company is solely focused on enabling brands to instantly gain access to the most complete and accurate information about consumers, exactly when they need it, to make informed marketing and risk mitigation decisions. Infutor’s mission is to deliver solutions that accurately identify consumers before, during and in-between engagements, giving brands a secure, privacy compliant foundation to improve inbound engagement and outbound omnichannel marketing reach, and to minimize losses due to fraud and non-payment. Infutor acquired Ruf Strategic Solutions in 2018 for its extensive suite of customer analytics that aid marketers’ data-driven decisions. Led by information industry veterans, Infutor is a privately held company founded in 2003 with strategic investments from Norwest Venture Partners. Infutor is headquartered in Oakbrook Terrace, Ill. For more information, visit

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Meggan Manson
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