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LexisNexis Bolsters Sales and Improves the Customer Experience with Siperian MDM Hub

  • April 01 2007, 1:00am EDT
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REVIEWER: Stephen Iddings, manager of Application, Integration and Self-Services for LexisNexis.

BACKGROUND: LexisNexis is a leading provider of information and services solutions, including its flagship Web-based Lexis and Nexis research services, and is a member of Reed Elsevier.

HARDWARE PLATFORMS: LexisNexis currently uses Siperian Master Reference Manager (MRM), the underlining foundation of Siperian MDM Hub in conjunction with Siebel 6, Siebel 7.5, marketing data warehouses, business intelligence data warehouse, IDMS, Vista and Oracle.

PROBLEM SOLVED: Siperian helped us solve our need for a master data management (MDM) solution that would uniquely identify our customers and enable our U.S. Legal Markets (USLM) and U.S. Corporate and Public Markets (USCPM) groups to have an aggregated view of our 5 million+ subscribers in order to be more effective.

PRODUCT FUNCTIONALITY: The LexisNexis sales team leveraged Siperian MRM in order to establish a front-office environment that focuses on improving both the customer experience and the effectiveness and efficiency of their ongoing sales efforts. With Siperian, we have realized a threefold match increase, continuous data improvement, enhanced sales campaign support, increased revenue by avoiding missed sales opportunities and an increased emphasis and company-wide focus on data quality and data stewardship. In 2006, Siperian MRM became the cornerstone architecture for our major customer relationship management (CRM) initiative. In fact, last year, LexisNexis significantly extended the number of sources that populate Siperian MRM and as a result have integrated other sales systems within the company. In doing so, we can now identify which products our customers currently own across our various business units so that we can communicate more effectively, minimize unnecessary or duplicate customer outreach efforts and identify possible product bundles based on actual user preferences. By integrating Siperian MRM into our online bookstore self-service portal, more than half of all book orders are now fully automated, and greater automation is now achieved for the remaining orders due to MRM's superior matching capabilities.

STRENGTHS: Siperian's solution is complete. Unlike other vendor offerings, Siperian had an already-developed user interface for business analysts/data stewards and a truly flexible data model. Other vendors came with a preconfigured data model, which would have required us to adapt to their approach, whereas Siperian MRM leveraged an "open slate" flexible approach. They also have one of the most sophisticated, code-free, match, merge and deduplication capabilities we have seen. Lastly, their formalized data steward support is a major strength of the product and was one of our key selection criteria.

WEAKNESSES: In our earlier implementation of Siperian MRM, we were limited to using built-in data cleansing tools as opposed to being able to choose our own preferred cleansing tool. Siperian has long since added this capability, and as such we plan to upgrade to the latest version in the coming year.

SELECTION CRITERIA: We chose Siperian MRM due to its inherent data stewardship capabilities, the overall completeness of the product and its ability to support any data type and integrate with any data source or application. Siperian was chosen after carefully evaluating a variety of offerings and approaches, including our own custom-built solution.

DELIVERABLES: With Siperian MRM, we were able to create unique and actionable views of our vast customer base, integrate this data with our front- and back-office systems in near real time and leverage a common data model throughout. This enables us to ensure territories are aligned for operational effectiveness and that the consolidation of accounts and contacts is performed nightly. This is a significant improvement because consolidation of accounts used to take a month, which resulted in less-than-optimal communications among our business units and  lost up-sell opportunities.

VENDOR SUPPORT: LexisNexis received superior custom implementation support, which was instrumental in ensuring our deployment was successful. The Siperian services team has provided us with technical experts who have been extremely valuable, not only during implementation, but as we extend the Siperian solution to new source systems and business processes.

DOCUMENTATION: The documentation provided by Siperian is complete and in many ways superior to what other vendors provide.

Siperian MDM Hub
Siperian Inc.
1820 Gateway Drive, Suite 109
San Mateo, CA 94404
(650) 571-2400

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