MaxPoint enhances customer Catalyst CRM software with email address matching and profile-based list expansion

This article is brought to you by Retail Technology Review: MaxPoint enhances customer Catalyst CRM software with email address matching and profile-based list expansion.

MaxPoint has announced two major feature enhancements to its flagship CRM enrichment and matching software, Customer Catalyst.

The first set expands MaxPoint's matching technology, linking customer email addresses with households to improve enrichment and multi-channel activation. The second uses existing CRM and customer profiles to create intelligent look-alike models for identifying high-value prospects.

The ability to match email addresses is particularly useful for companies with customer or prospect data in multiple locations and formats – including loyalty, sweepstakes, and email lists – that rarely interact, let alone integrate. Customer Catalyst matches email addresses to households for use across desktop display, video, mobile, and social channels, resulting in a more unified customer view. MaxPoint's proprietary matching technology delivers higher match rates than solutions that largely rely only on cookies.

For brands or retailers seeking to build or grow their lists, Customer Catalyst now provides list building and expansion using advanced household modeling. The software-as-a-service product employs propensity models to add new 'lookalike' individuals who index similarly with the rest of a database list. Alternatively, MaxPoint can add households to lists based on an ideal customer profile that may not be reflected in the current list. MaxPoint applies predictive intelligence to each model using proprietary in-market, location, and product preference data. Our unique, full view of each consumer brings marketers exceptional audiences at the scale needed to achieve highly personalised efforts on a national level.

"Since launching Customer Catalyst last year, our customers have seen improved engagement and targeting of their customer base," said Michelle Engle, VP of Product Marketing and Product Management at MaxPoint. "Now with our expanded matching and list-building capabilities, we help them derive full benefit from not just their database of customers but also deliver innovation in helping them with prospects."

Launched in 2016, Customer Catalyst is a software-as-a-service solution that matches, enriches, and activates CRM lists across the full marketing stack. Unlike companies that depend exclusively on third-party data for list enrichment, MaxPoint uses its proprietary purchase intent, long-term interest, and location data to enrich customer records across more than 1,500 variables.