The Dallas Mavericks basketball franchise has standardized on the Informatica Cloud to help drive revenues and increase fan loyalty through sales software provider Salesforce.com's (News - Alert) systems.

Officials with Informatica Corporation said that data integration delivered as an on-demand service enables the NBA franchise to track game attendance and promotions success, determine customer value for rewards and special services to deliver the best possible experience for the Dallas fans.

Company officials said that Informatica Cloud Services seamlessly integrates data across Salesforce CRM, various AppExchange applications as well as ecommerce and back office systems.

According to company officials, real-time integration service allows the Dallas Mavericks to synchronize data between salesforce.com and other in-house systems.

It consolidates data from multiple Mavericks' customer touch points, from ticketing to merchandising to the Youth development HoopCamps run by the Dallas Mavericks.

"We don't just sell basketball, we sell the total Mavs fan experience and the Informatica Cloud is a key enabler of our customer relationship management success," said Ken Bonzon, CIO, Dallas Mavericks, in a statement.

"Informatica was recommended by salesforce.com to help integrate as much of our data and centralize as many systems as possible, and we've been delighted with their support and product capability,' Bonzon said. 'We're a sports team, not an IT company, and the Informatica Cloud has simplified our integration task while allowing us to focus on our core competency.'

The Dallas Mavericks are an NBA franchise located in Dallas, Texas and play in the American Airlines Center.

Ron Papas, general manager, Informatica Cloud said that as SaaS (News - Alert) applications and Cloud Computing become mainstream, effective cloud data integration has emerged as a critical business imperative.

"The Informatica Cloud extends our industry-leading data integration expertise to the cloud, helping organizations like the Dallas Mavericks get the most from their cloud-based applications like salesforce.com and strengthens their competitiveness, agility and overall profitability," Papas said.

Informatica Corporation is an independent provider of data integration software.