The data required to build an effective account selection and prioritization model lived across the client’s account engagement platform (6Sense), marketing automation platform (Marketo), and customer relationship management platform (Salesforce). However, these platforms lacked integration and therefore getting a full view of data across all target accounts was difficult. To solve for this issue, the Quarry team chose a solution they already had been using for several years to help merge data sets across systems. “We’ve been using the Alteryx APA Platform with our clients for a few years now and I knew it would be the best approach,” says Dwight Newbold, Senior Marketing Data Analyst at Quarry.
“When we first discovered the Platform, we started out with a series of trials and we built some workflows that demonstrated we could crank through multiple client lists in a way we couldn’t before.”
“Leveraging the knowledge gained from previous trials, Alteryx was used to remove data silos for our client. We were able to clean our data much more effectively, improve overall data integrity, and connect disparate data sets to build a model that helped our client identify and prioritize the best accounts to target for their ABM initiatives. And throughout the process, we were also able to connect with Alteryx’s network of partners for relevant support.”
“The project to build an account selection and prioritization model using Alteryx also helped us identify and improve data quality issues our client’s Marketo database,” Newbold says. “We enriched the database by 50% and optimized data governance by identifying the records that should continue to live and be targeted within the database versus those that could be purged. This helps optimize Marketo for better performance and helps reduce overall spend on their platform.”
Senior Marketing Data Analyst