Openprise’s business has been focused on the automation of loading, cleaning up and helping to manage first-party data for clients.
Recently, the Redwood City, California-based company has moved into third-party data with the launch of its Data Marketplace.
VP of Marketing Allen Pogorzelski told me that, previously, Openprise might help a client like Cord Blood Registry (CBR) manage its leads. CBR allows parents to save an infant’s cord blood stem cells.
CBR might get, say, 10,000 leads from partner hospitals or campaigns it has run. Openprise would input those leads and clean them up, such as filling in missing ZIP codes or arranging non-US phone numbers into the right format. It would also remove duplicates and determine, if a lead was duplicated, which lead was received first, since only the first vendor supplying a specific lead is paid by CBR.
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