Power Interactive utilizes "Marketo," a marketing automation tool from Marketo Inc., to execute strategies tailored to prospective customers. However, the customer data contained many inconsistencies in notation, which made data cleansing time-consuming. Furthermore, the lack of corporate attributes made segmentation difficult, which in turn hindered the effective use of the scoring functions within their existing Marketo implementation.

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

Overview of Data Integration Service

By utilizing "LBC," a corporate master database of 12.5 million locations, this service normalizes inconsistencies in customer data and appends corporate attributes such as industry and annual revenue. In this instance, uSonar received customer data held by Power Interactive and matched it against LBC to build a customer data integration foundation that enables 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 utilizes its strengths in data analysis—such as "access analysis" and "customer databases"—to provide total support from lead acquisition to nurturing while managing the PDCA cycle. Additionally, they regularly hold 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-shi, 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.