Concord, Mass.-based Avention has announced the release of OneSource DataVision, an analytics tool that the firm says increases the value of existing customer and prospect data and information by centralizing, analyzing and visualizing multiple data sources – both internal and external – within a single view.

A company spokesperson noted that marketing professionals in particular should like the new product, which “can perform better business analysis and efficient and accurate customer segmentation for targeted campaigns.”

“To meet the evolving marketing intelligence requirements within the enterprise, businesses must address their data accuracy needs to better target prospects and expand existing customer relationships,” the spokesperson said.

OneSource DataVision aims to make updated and actionable customer and prospect information easily accessible in customer relationship management (CRM) and marketing automation systems.

“With OneSource DataVision, companies no longer need to wait for customer and prospect information from the IT or sales operation departments to identify upsell, cross-sell and new market opportunities. Users can now compare and combine existing customer data with market data from Avention’s OneSource Global Content Live to quickly identify existing market gaps, run a comparison of target segment attributes against already-identified prospects and pinpoint the most relevant new opportunities,” the spokesperson said.

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