3 Ways for Tech Startups to Use Identity Data

Regardless of the industry your startup is in, or what type of technology you’re building, it’s highly probable that you are using data to make decisions. Big Data and data-driven decision making have become ubiquitous terms, especially in fast growing technology industries.

Most commonly, these terms refer to the vast quantities of customer data that businesses can now capture from people using their applications, or based on the consumer’s responsiveness to specific digital marketing campaigns. Some companies however, are honing in closer by prioritizing their follow-up with leads (or tailoring their response) based on certain data points provided by the lead’s original inbound inquiry. And they are doing so with the help of third-party data. Today, I’d like to share the three ways you can leverage Whitepages Pro’s third-party data to validate and augment the information provided by your users.

Multi-channel communication strategies:

Digital marketing has taught us that conversion rates decrease linearly with the number of fields businesses ask users to fill out. Because of that, we don’t want to ask everybody for 25 questions, just the bare minimum. But if we only ask for name, email and phone number, then we might not learn where this potential customer lives, what type of phone number they have, or how they would prefer to be communicated with. Using Pro API, you can get that extra information without asking the customer for it. All you need to do is perform a reverse phone lookup with the number the lead provided, and you’ll receive additional information like location, phone type and carrier. Keep in mind that the format used for pushing SMS messaging varies by carrier, and phone laws vary by line type. Pro gives you all the data you need stay in compliance with TCPA legislation.

Or maybe you want to break through the clutter? Try sending some direct mail to new customers or leads by appending an address to your new phone number sign-ups.

Validate good customer information:

No company is impervious to having bad seeds signing up for their service. Whether it’s a spammer trying to get through one of your sales reps to somebody else in your company, or a fraudster attempting to leverage your service for illegitimate purposes, or simply somebody accidentally entering a 2 instead of a 3 in their phone number, it’s much more efficient to validate customer information before you pass it through your primary business process. In some examples, validating customer information is simply a way to get in touch with good customers faster without requiring any manual verification of their contact information. In other cases, we want to know before we authenticate a sign-up if a phone number is associated with spam or fraud. Pro’s phone solutions provide you with the right information for you to prioritize calls, route them and reduce the risk associated with answering spam or fraudulent callers.

Correlate data points to desirable business outcomes:

At the end of the day, the goal of gathering data in business is ultimately to help make better decisions. So long as companies are gathering the right data points, and tracking their customers through the acquisition funnel, they can correlate certain data points to desired business outcomes such as becoming a customer, signing up for a newsletter, or not taking too much time on a customer service call. Once we have these data correlations, we can easily start to prioritize certain types of callers in our call queue, or follow up with specific leads before others.

Unfortunately most companies fail to gather compelling data points when customers first enter their acquisition funnels. Beyond the information requested on a lead form, or via standard caller ID, companies can and should accumulate additional information on customers that are showing an interest in their product or service. By doing so, they increase the number of variables that could correlate to positive business outcomes, and begin to apply those learnings to new customers entering their funnels.

There is a lot of information available beyond what we traditionally gather from new users and potential customers. Explore what is available via our Identity Graph API, or contact us to learn how you can use this data to improve your business.

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