PFU Adopts Usoner to Integrate Corporate Master Data for Data-Driven Management: Drastically Improving Data Quality for Sales and Marketing to Build a Foundation for Advanced Sales Strategy

Usoner Corporation (Headquarters: Shinjuku-ku, Tokyo; hereinafter 'Usoner') is pleased to announce that PFU Limited (Headquarters: Kahoku, Ishikawa; hereinafter 'PFU') has implemented Usoner's corporate database 'LBC' as part of its CRM customer information infrastructure project. Through this implementation, PFU has normalized and unified corporate data previously scattered across various tools, including SFA, establishing a foundation for data-driven decision-making and advanced sales activities based on sales and business strategies.

■ Background and Purpose of Implementing Usoner

PFU aims to transform business operations and improve productivity for its customers through document-related solutions centered on scanners, as well as IT infrastructure and services. The company is strengthening its 'data-driven management' initiatives, moving away from reliance on experience and subjective judgment to enhance decision-making and sales activities by organizing and integrating internal and external data. The Marketing Center, which has set the following missions, is leading this effort:

• Development of company-wide CRM
• Formulation of sales and business strategies
• Customer acquisition

As the Marketing Center promoted data-driven initiatives and corporate data increased, issues regarding the 'data quality of the corporate master' became apparent:

・Variations in notation, inconsistencies in input granularity, and duplication
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・Inability to aggregate information at the corporate level
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・Decreased reliability of aggregation and analysis results
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・Negative impact on decision-making

The situation threatened to stall overall data utilization efforts. To overcome these challenges, the company decided to aim for a fundamental integration (normalization and unification) of its corporate master data.

■ Reasons for Choosing Usoner

Integrating corporate master data involves consolidating corporate information scattered across multiple databases. The bottleneck in this process is that 'many cases cannot be resolved by simple string matching.'

• Complexity of legal entity types, abbreviations, former company names, and group relationships
• Differences in management granularity at the headquarters/branch (office) level
• Operational burden of matching with past data and checking for duplicates

PFU selected Usoner's corporate database 'LBC' as the solution capable of resolving these granular issues. The implementation of LBC has enabled the following three points:

1. Normalization and deduplication of data within SFA: Cleaning corporate data and eliminating duplicates.
2. Data integration and matching across multiple systems: Assigning a common code (LBC) to corporate data scattered across multiple systems.
3. Volume of corporate data...