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Data – your friend or foe?

Data – your friend or foe?. Presented by: Jonathan Hulford-Funnell Date: 1 st May 2007. Data collection. Call Centre. Letters/coupons. Document scanning. Web. In store. Email. Data challenges. 88% know they have a data challenge. Dynamic Markets Research, November 2006.

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Data – your friend or foe?

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  1. Data – your friend or foe? Presented by: Jonathan Hulford-Funnell Date: 1st May 2007

  2. Data collection Call Centre Letters/coupons Document scanning Web In store Email

  3. Data challenges 88% know they have a data challenge Dynamic Markets Research, November 2006

  4. Your data strategy

  5. Data capture • 67% of organisations capture data across 3 or more channels BUT • Only 38% in a standard way across all touchpoints

  6. Data cleaning • 27% of companies clean on a weekly basis BUT • 27% of companies clean their data annually or less • 7% don’t bother

  7. Data suppression • 58% of companies claim to suppress their data BUT • Only 20% do it more than once a year • 31% annually • 34% never

  8. Doing nothing is not an option

  9. Your data strategy

  10. “We have calculated that QuickAddress Pro Web presents us with the opportunity to generate £2 million a year of new business income” Paul Cassidy, Head of Information Systems Development Swinton Insurance

  11. Current benefits for Swinton

  12. Your data strategy

  13. Database degradation 1.3 million* total 14.5 million 13%* 14% per year 320,000* total 3.3 million 600,000* *Source: ONS

  14. What is Suppression Data? • Goneaway (Royal Mail, Experian) • Change of Address (Royal Mail) • Deceased (Experian) • Do Not Contact/Preference (DMA) “Suppression should be viewed as an essential part of data quality assurance” Sarah Burnett Senior Researcher Nov 2006

  15. Portfield Financial Services • Data problems • Existing database – goneaways & duplicates • External data – formatting & goneaways • Budget wasted on mailings • Budget wasted on poor lists from external sources

  16. Portfield Financial Services "By removing gone-aways and deduplicating our records, we are able to stop wasting money on contacting individuals who won't respond and can have confidence in our data…QuickAddress Batch also helps us to set up SLAs around the data accuracy from our providers." Paula Davidson Management Information Manager Portfield Financial Services

  17. Obvious costs • Customer satisfaction • Fines for non-compliance • Undelivered and returned mail • Campaign ROI

  18. Hidden costs • Loss of customer loyalty • Data rework • Mail not returned - environmental impacts • Competitor market share

  19. QAS and Comic Relief "We need accurate data to fulfil our operational objectives of maximising donor revenue. QuickAddress Batch from QAS helps us do this. It is easy to use, throughput is quick and it ultimately improves our data quality.” Liz Curry CRM Manager Comic Relief

  20. Problems before QAS Returned mail • Wasted budget • Poor brand perception Gift Aid • Strain on internal resource • Legal requirement • Valuable funds to organisation

  21. Solution • Verify 3 million record database • Use regularly to maintain data • Profiling and segmentation • Launch of Campaign • Post Campaign

  22. QuickAddress Batch

  23. Calculating the costs: an example

  24. Change your recipe for data quality • Visit stand E730 • Visit www.qas.co.uk/mix • Call 0800 197 7920

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