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Mastering Customer Data: The Power of the Golden Record




Today, we will dive into the power of Master Data Management (MDM) by harnessing the golden record within your CRM tools. We will be focusing on two key components: getting a clear view of your accounts within your CRM and evolving them over time to eliminate fragmentation. By tapping into this incredible resource known as the golden record, you'll gain a deep understanding of your fans and patrons. This will empower you to create unforgettable experiences that will leave a lasting impression. Let us show you how!


At Paciolan, we handle the MDM process by seamlessly merging account data into a unified profile known as the golden record. Our unique and proprietary method of identity resolution guarantees a thorough scrubbing of data, tailored to your specific needs, resulting in accurate and reliable account profiles. Then, we perform daily maintenance on your account data to ensure it's always up-to-date and complete. This MDM process gives you a single golden record with two valuable elements: a crystal-clear view of your accounts that grows with the customer.


  • Crystal-Clear View of your customer: As the caretakers of your ticketing and fundraising data, we have a comprehensive data warehouse that captures every interaction, from purchases to donations. By consolidating various insights like Ticket Sales, Donations, Ticket Transfers, Season Ticket Holders, propensity scores, and lifetime spending into a single account within your CRM, we empower you to understand your customers' spending habits and loyalty.

  • Growing With the Customer: Useful data is up-to-date data. We assume that fans and patrons will change throughout their lives, so your account records evolve with them. Paciolan MDM achieves this through daily updates and continuous enhancements across all systems.


With Paciolan’s MDM the golden record stays current as a person goes through life. Let’s look at Jennifer Smith again. Ten years ago, Jennifer Smith was an undergraduate at Texas A&M. She went to every home game. Over time, she graduated, got married, had children, and moved to a nearby town while pursuing her career. While her profile has changed, her loyalty remains. She has successfully converted her family to Aggie fans; she is now a season ticket holder and a donor.

Having an up-to-date view of Jennifer Smith in your CRM, means you have accurate and valuable information to deliver the best customer experience. Your team knows all this pertinent information about Jennifer before ever picking up the phone to have a conversation or before sending her an email. It sounds simple, and it should be.


The Power of the Golden Record

The golden record inside your CRM tools gives you an advantage: a clear view of fans and patrons and the ability to evolve and grow with them over time to maintain accurate information. Whether you are in sales, marketing, or customer support roles, clean, trustworthy customer data is empowering.


Having explored the advantages of the golden record, our upcoming article will delve into the transformative impact of Paciolan MDM on organizations like yours. Stay tuned for the next installment in our MDM series.


Read more from the MDM Series here: What is the Master Data Management (MDM)?


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