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Case Study: Egencia
Technology Category
- Application Infrastructure & Middleware - Data Exchange & Integration
- Application Infrastructure & Middleware - Data Visualization
Applicable Industries
- Professional Service
Applicable Functions
- Business Operation
- Sales & Marketing
Services
- System Integration
The Challenge
Egencia encountered a struggle when managing contacts with multiple email addresses, a problem that the out-of-the-box Marketo solution was not equipped to handle. Marketo’s standard configuration views a record’s email address (for example, jeff@egencia.com) and matches it with the corresponding record in CRM. A problem arises when a single individual has two or more email addresses, which is the case for many of Egencia’s customers. For every email address, Marketo’s default is to create a new lead, thus causing duplicates or triplicates. For Egencia, the most frustrating by-product of these redundant leads was the resulting inaccuracies in reporting and lead scoring.
About The Customer
Egencia is a division of Expedia, Inc., and is all about the modern business traveler and making business travel better. Each year Egencia helps thousands of companies in nearly 60 countries manage their travel programs – by providing bottom-line savings to clients and supporting the needs of the modern business traveler. The company experienced more than $4 billion in gross bookings in 2012, and has continued to grow each year in revenue, employees, and customers.
The Solution
Egencia partnered with Ringlead to address existing duplicates and create a system to catch new ones entering into the system. Ringlead solved the problem by expanding the list of duplicate identifiers. They were able to connect more registrants with the correct existing account by going deeper than the email address and screening for factors like the domain name associated with each. Solving the problems of duplicates also helped Egencia treat customers better by arming account managers with historical customer data.
Operational Impact
Quantitative Benefit
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