Data preparation outfit Trifacta has signed up Malwarebytes for its Wrangler product to automate its marketing.
Malwarebytes is using the product to accelerate the process of onboarding marketing data and take action on their data faster, all with minimal IT support. Because of the automation that Trifacta provides, Malwarebytes has eliminated the associated errors of manually preparing data in Excel.
Director of Data Science and AI at Malwarebytes Darren Chinen said that the outfit’s marketing team generates leads from a variety of marketing activities, and each new batch of leads they receive needs correcting, standardising, and enriching before it can be onboarded into our marketing automation platform.
“Under an Excel-driven process, the team was spending days or even weeks to manually correct lead data, and the delay put our company at risk of losing prospective clients. After implementing Trifacta, we’ve been able to automate much of the process so that the marketing team merely visually inspects and makes slight alterations to the data at hand. We have seen dramatic efficiency gains — in the past three months alone we were able to onboard 40,000 leads, which would have required six months.”
Marketing teams have long struggled to take action on their marketing data and marketing leads. Data is sourced from different channels — ranging from webinars and events to social media or AdRoll data.
The ability to standardise the miscellaneous data in half the time it takes by using spreadsheets enables marketers to swiftly identify actionable leads and marketing performance insights to grow their business.
According to CSO Insights, 60 percent of forecasted deals do not close, and unsurprisingly the same report goes on to say that one in four companies are unhappy with this outcome. To increase customer conversion, companies need to focus on creating accurate data to ensure their resources are being optimised for the right leads.
