Data Buffet vs Data A-la-carte - iCustomer Decision Intelligence for Modern Go-to-market teams

Key Takeaways
Many companies struggle with "data buffet" approach, collecting excessive data that's costly and inefficient to manage
iCustomer offers a "data à la carte" solution with immutable IDs, allowing targeted data enrichment and cost-effective decision intelligence

B2B companies often don't need all available data; focusing on relevant fields can significantly reduce costs and improve efficiency

Time-series data and nuanced attribution models are crucial for understanding complex customer journeys but challenging to implement in standard CRM systems

Topics
Current Data Management Challenges

Multiple businesses plugged into single HubSpot instance, causing data overload
Diverse data sources: websites, CTAs, Google Tag Manager tags
Data enrichment needs: company info, demographics, technographics
Clickstream data adds complexity to already crowded data landscape
Overwriting of important historical data in CRM fields

Data Enrichment and Attribution
Instant enrichment crucial for speed-to-lead (e.g., Clearbit API)
Attribution models often oversimplified (first/last touch)
Need for more nuanced, time-series based attribution to reflect complex customer journeys

Challenge: B2B sales cycles often require 2-3 opportunities before closing
iCustomer Solution: Data À La Carte
Aggregates data from multiple vendors + proprietary scraping
Uses immutable IDs for consistent person/company tracking across platforms
Allows customers to create templates with only relevant fields
Auto-maps selected fields to CRM or data warehouse

Customizable refresh frequency
Significantly reduces data storage costs (e.g., $80k/year for 23 fields vs. millions of records)

When to Choose Buffet vs. À La Carte
Buffet (full data sets) better for companies in the data business
À la carte (iCustomer approach) ideal for most B2B companies focused on specific use cases
À la carte reduces costs, improves insights, and simplifies decision-making processes