Openprise moves into third-party data with launch of Data Marketplace

Openprise’s business has been focused on automated loading, cleaning up and managing of first-party data for clients.

This week, the Redwood City, California-based company is moving into third-party data with the launch of its Data Marketplace.

VP of Marketing Allen Pogorzelski told me that, previously, Openprise might help a client like Cord Blood Registry (CBR) manage its leads. CBR allows parents to save an infant’s cord blood stem cells.

CBR might get, say, 10,000 leads from partner hospitals or campaigns it has run. Openprise would input those leads and clean them up, such as filling in missing ZIP codes or arranging non-US phone numbers into the right format. It would also remove duplicates and determine, if a lead was duplicated, which lead was received first, since only the first vendor supplying a specific lead is paid by CBR.

If CBR wanted to enrich this first-party database of customers and new leads with outside third-party data — to find matching income levels or number of cars owned, for instance — it would have exported its first-party data to the third-party provider, where the match would occur, and then the merged data would return to CBR. And each third-party provider has its own methods for cleaning up and managing data.

Now, Openprise’s new Data Marketplace lets CBR match, cleanse and enrich its first-party data with multiple third-party data providers in real time, as the Marketplace has deals in place with 15 B2B and B2C data vendors, including Zoominfo, Dun & Bradstreet, Google Search, InsideView and Orb Intelligence. Openprise said more data providers are being added.

Third-party data providers can also be matched in sequence, such as looking to match Customer A with info in Third Party Data Provider #1, then in Data Provider #2 if #1 doesn’t work, and so on.

“Now,” Openprise says, clients “can change a data provider in or out as easily as changing a pair of socks.”

The resulting combined and cleaned data can then be exported to a variety of integrated marketing or sales tools, such as Salesforce, Marketo or Oracle Eloqua. Additionally, incoming leads to CBR can be validated in real time.

The Marketplace can store the normalization specs so they can be applied to any data provider. In other words, if CBR wants to list the occupation of any parent who leads the PR department as “head of PR” instead of using the many different ways that third-party data providers might store that role, that spec can be specified by CBR, stored in the Data Marketplace and applied to any incoming leads or third-party data, or to ongoing data maintenance.

Pogorzelski says this separation of business logic like data normalization parameters distinguishes its Data Marketplace from other data onboarding, matching and cleansing solutions, where data standards often come from the data provider or during the onboarding process. Here, he said, a client can add any integrated data provider and then apply its own standards.