Power Interactive utilizes "Marketo," a marketing automation tool from Marketo Inc., to execute strategies tailored to prospective customers. However, they faced challenges such as inconsistencies in customer data formatting, time-consuming data cleansing processes, and a lack of corporate attributes, which made effective segmentation difficult. Consequently, it became challenging to leverage the scoring functions of their existing Marketo platform.

To address this, uSonar provided a data integration service that normalizes inconsistencies in customer data and appends corporate attributes, enabling more effective use of their marketing automation tool.

Overview of the Data Integration Service

By utilizing "LBC," a corporate master database containing 12.5 million locations, this service normalizes inconsistencies in customer data and appends corporate attributes such as industry and annual revenue. In this project, uSonar received customer data held by Power Interactive and matched it against LBC to build a customer data integration foundation that realizes Account-Based Marketing (ABM).

*1: What is Account-Based Marketing (ABM)?
It refers to a framework or methodology for strategically approaching target companies (accounts) after they have been clearly defined.

Overview of Power Interactive

Established in February 1997, Power Interactive is a specialized digital marketing consulting firm. Leveraging marketing data analysis expertise cultivated at management consulting firms, the company excels in data analysis, including "access analysis" and "customer databases." They provide comprehensive support from lead acquisition to nurturing while managing the PDCA cycle. Additionally, they regularly host seminars for web managers and executives to support the strengthening of corporate digital marketing capabilities.

Company Name	Power Interactive Corp.
Location	5F MID Midosuji Kawaramachi Bldg., 4-3-7 Kawaramachi, Chuo-ku, Osaka
Representative	Mitsutomo Okamoto, Representative Director
Established	February 1997
Capital	15 Million JPY
Business Description	Web Consulting Business
URL	https://www.powerweb.co.jp/

* Power Interactive is a service partner of Marketo Inc.

* Company names and product names mentioned are trademarks or registered trademarks of their respective companies.