• by Ray Schultz , Columnist, over 1 hour ago

Customer data verification is still a challenge for many brands. People leave jobs and change their contact information, and the problem is aggravated when companies deploy artificial intelligence and automation. 

This can hurt everything from email marketing to Website personalization. 

One possible remedy is being offered by DataGroomr: The firm has launched expanded verification capabilities for its Salesforce platform on Salesforce AgentExchange. 

The goal is to “make it easier to keep customer information accurate and current, helping sales teams reach the right people, marketers improve campaign performance, and AI deliver more reliable results,” says Steve Pogrebivsky, CEO and co-founder of DataGroomr. 

Among the new capabilities is email verification with business email identification. According to DataGroomr, this automatically distinguishes business and personal email addresses. And it can learn domain-specific email patterns to improve verification accuracy, and synchronize the type of email it is back to Salesforce.

"Customer data verification plays an important role in helping organizations maintain trusted Salesforce data, and DataGroomr's AgentExchange solution helps customers strengthen that foundation," says Tyler Carlson, senior vice president and head of product, AgentExchange and Ecosystem at Salesforce.

In addition to the email features, DataGroomr lists the following verification tools:

• Website Verification with Redirect Detection—This means a firm can automatically detect website redirects and recommend updated URLs, DataGroomr claims. 
• Phone Verification with Line Type Identification—With this, a user can automatically determine whether verified phone numbers are mobile, landline, or VoIP.. Marketers can also figure out missing country codes for phone numbers. 
• Verification API for Connected Workflows—DataGroomr verification can be extended beyond Salesforce via integration into external applications, business processes and AI-powered workflows. 

DataGroomr adds that customers can reuse previous verification results and get rid of duplicate credit consumption for repetitive validations.