Purisma launches customer ID management application

Purisma, which has been in stealth mode for two years, will unveil this week the Purisma Customer Registry, a technology for matching and managing customer identities.

Backed by Infomatica, a major vendor of data-integration solutions, Purisma will focus on companies with a high degree of customer interaction.

While the broader category of master data management is getting much attention from the enterprise, according to Pete Daffern, CEO at Purisma, the heart of any master data hub comes from recognizing the association between customer accounts and relating various organizational customer data from parent and subsidiary companies.

A complete view of the customer also enhances the reliability of analytics that are run against the data, Daffern said.

The targeted approach that recognizes connections between customer identities rather than the broad sweep of all customer data is a good strategy, said Aaron Zornes, chief research officer at the Customer Data Information Institute. With the three major enterprise software vendors -- Oracle, SAP, and IBM -- making significant investments in the customer data hub space, smaller companies need to specialize.

"Purisma is very good at (taking advantage of) the b-to-b hierarchies in the world, the legal holdings [of companies]," Zornes said.

The Purisma Customer Registry uses a Web services architecture to connect to other enterprise systems and external data sources such as Dunn & Bradstreet.

XO Communications, a national telecommunications services company, piloted the Purisma solution for order entry, service provisioning, and billing across three different customer systems.

Data correlation between disparate company CRM systems saw a 45 percent improvement, according to Dave Frieder, vice president of information technology for XO.

In related news, Purisma announced an expanded relationship with investor Informatica. Purisma Connect for Informatica will plug in to and integrate the Customer Registry with Informatica's PowerCenter data-integration platform.

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