Avention
Churning out Golden Record of Information

Data is clearly becoming strategic. It is about time the CEO, CMO and the CIO start finding solutions to manage data effectively at a company level. “It’s not a matter of “if”, but “when” you are going to have to integrate all your systems, start coordinating data amongst departments, and really understand the value you can gain when you are taking a holistic view of that data at a corporate level,” says Steve Pogorzelski, CEO of Avention. There is a growing need for simplifying company data so that all departments gain one view of the truth. One of the most important factors to consider when trying to gain a holistic view is the quality of the data on which you are basing decisions. “In order to give our customers the best quality data, we combine content from various sources and mine the most accurate information, creating a ‘golden record’,” informs Pogorzelski. “Customers then have a robust and dynamic data set from which to make key market planning decisions.” For over 30 years, the Avention team with its OneSource Solutions has been helping firms get a more comprehensive understanding of their customers, prospects, and market opportunities–helping them turn data into real business opportunities.

The company’s Global Content Live database is an aggregation of data from over 100 data partners around the globe; information gleaned from searching over one billion web pages; and 20,000+ real-time news sources, including social media. “We then add an analytics layer on top of that data and compile the ‘golden record’ of the organization and contact information,” adds Pogorzelski. “The analytics layer also derives predictive indicators, which are available through our applications.”

Avention currently has three solutions in its arsenal: OneSource platform–providing real-time analysis and understanding of firms and contacts globally so the clients’ teams can identify opportunities, create actionable contact lists, and be more successful in sales, marketing, and research cycles.

We combine content from various global sources, pull out the best and most accurate information, and create a golden record of information

Second is OneSource DataVision, which centralizes multiple in-house customer information sources delivering analysis and visualization of that information for clients to make better strategic decisions. Finally, Avention offers OneSource Global Business Browser, which is primarily used by the company’s research audience. On the services side, Avention cleans and enriches data, feeding improved data back into an organization’s CRM or other systems, enhancing their data with additional sources, or pulling a list based on specific criteria. In one instance, Avention helped a customer augment their client records within the CRM and continually keep new records updated. In the process, Avention helps to update their data, provide deeper client data within SFDC, and position their CRM to be cleaned and remain clean going forward.

Pogorzelski believes that it is the combination of their strong data aggregation, unique applications, and flexible services that provide customers with the perfect solution for their unique business.

The company is always looking at ways to give their customers the best data possible to create the most complete, most accurate Golden Record of information. “That means we constantly are looking at our data partners and our technology partners to see where changes need to be made to move the OneSource Solutions forward to keep up with our customers’ needs,” elucidates Pogorzelski. “The focus on our customers and making their jobs easier-whether that means syncing our solutions with their CRMs or integrating with an in-house proprietary system-is what will continue to grow our business.”