Redpoint – Data quality for the customer experience
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Redpoint, founded in 2006 and headquartered in Wellesley, Massachusetts, offers a data quality and integration product with an emphasis of customer data. In particular Redpoint’s RG1 product targets the market of “customer experience”, which has a niche of specialist products including Zendesk, Action IQ and Segment. Redpoint’s technology still has the kind of general data quality functionality of a less specific product, so it performs profiling, matching, data deduplication and enrichment. It has retail customers such as Ralph Lauren and The Gap.
Redpoint targets businesspeople rather than IT departments, especially marketers with an emphasis on “omnichannel”, where the different methods of dealing with a customer are integrated in order to provide a more consistent customer experience. Omnichannel brings together the various experiences and interactions with a retailer that a customer experiences in a physical shop, a website or mobile app, on the phone etc. This overall customer experience may extend beyond the retail market, so for example Redpoint also have customers in the healthcare world such as The Mayo Clinic, where similar issues of patients having multiple points of contact with an organisation also occur, as well as in financial services e.g. Vanguard. The RG1 technology can be deployed either in the cloud or on-premise, or in some hybrid combination of these.
Redpoint has an interesting marketing challenge in that it is adjacent to several quite well-defined markets, such as customer data platforms and customer experience platforms, as well as general data quality products, without being completely in one camp, nonetheless, Redpoint has steadily accumulated some well-known brands as customers. It is worth considering in these niches of customer experience and omnichannel, where some competing platforms have less sophisticated data quality underpinnings.