data & marketing analytics theatre: putting customers at the heart of your analytics strategy
TRANSCRIPT
Sponsored by: Organised by:
Putting Customers at the Heart of Your Analytics Strategy
Rusty Warner - Alterian (now SDL)
SDL Proprietary and Confidential
Rusty WarnerVice President, Product Marketing
February 28, 2012
Putting Customers at the Heart of Your Analytics Strategy
SDL Proprietary and Confidential
Agenda Where Is Marketing Headed? How Do We Get There? Who Is Doing it Right? What if You Get it Wrong? How Do You Measure Success?
Where Is Marketing Headed?
Today’s customers are…• Inundated with information• Actively engaged in multiple channels• More informed and less brand-loyal• Able to choose from the entire world
Where Is Marketing Headed?
Successful marketers must…• Understand customers with analytics• Orchestrate cross-channel communications• Engage customers with relevant offers• Treat customers as unique individuals
Successful marketers must become Customer Engagement Managers
Where Is Marketing Headed?
Customer Relationship ManagementEngagement
6
Marketing
How Do We Get There?
• What We All Want To Do:– Derive Maximum Value from Customer Engagement
– Deliver High-Velocity Campaigns using Data Driven Insight
– Make Marketing Resources More Productive and Effective
– Increase Response Rates and Drive Revenue Objectives
• How Do We Do It?– Build an Enterprise View of Customer Information
• Merge Deep History with Current Behaviour• Single, Consistent View versus Single Database
– Utilise Customer Intelligence Analytics• Data Exploration for Personalisation• Predictive Modelling for Scoring and Propensity
– Leverage Best Practices and Apply Governance
– Synchronise Efforts with Business Operations
7
Who Is Doing It Right?
• Organisations who...– Value Engagement versus Processes or Management
– Understand the Relationship between On-Line and Off-Line
– Treat Customers Consistently across Channels
– Measure the Business Impact of Marketing Activities
• Best Practices
8
Britannia: Customer Retention and Development
Objectives “Put the Customer First” Execute based on Customer Insight Manage Increasing Channel Complexity Achieve Significant ROI Improvements
Results Reduced Direct Marketing Costs by 30% Doubled Annual Number of Successful
Cross-Sell Customers Increased Average Product Holdings per
Customer by 15% 9
Britannia: Customer Retention and Development
“Both marketing productivity and efficiency have increased. We look forward to creating further innovative customer insight programmes… and continuing tomaximise ROI.” - Head of Customer Knowledge & Planning10
Eurostar: Customer Profiles and Preferences
Results Consolidated Database with Customer
Information from Multiple Countries Open-Rates Increased by 100% Click-Through’s Increased by 50% Average Revenue Increased by 400%
11
Objectives Eliminate Disparate Data Silos
Increase Customer Intelligence Improve Relationship-Building Support Operational Execution
Eurostar: Customer Profiles and Preferences
“With the implementation of the database, Eurostar have been able to create targeted communications based on traveller behaviour and profiles. The results have been far beyond expectations.” - Customer Database Manager12
Cisco: One-to-One Relationships
Results Consolidated Database
40M+ Customer Contacts 100M+ D&B Companies
Deep History for Up-Sell and Cross-Sell Predictive Modelling for Propensity and Value13
Objectives Sell to Companies BUT Market to Individuals Identify the Right Contacts for Campaigns Develop a Single Global View for Local Use Re-Activate Dormant Contacts
Cisco: One-to-One Relationships
“Tremendous potential for gaining new insights has been unleashed…Today we can perform analysis tasks around 30 times quicker than before.”
- Global Database Marketing Manager 14
Best Western: Email and Web Integration
Objectives Improve Customer Engagement for Loyalty Program Increase Relevancy of Newsletters and Campaigns Treat Individuals as Unique Users for Email & Web Deliver Dynamic Content based on Customer Behaviour
Results Greatly Enhanced the Standard Tiered
Approach for Customer Loyalty 40% Increase in Click-Through Rates 540% Rise in Loyalty Point Redemption 30% Overall Return on Investment15
Best Western: Email and Web Integration
“We can build quick, flexible campaigns, all with 1000s of content variants. As the tools integrate seamlessly, we also save time as we don’t have to move data manually between the database and email tool anymore.”
- Digital Product Consultant16
Objectives – Starbucks Analyze Purchase Decisions Understand Consumer Behavior Determine Impact of Bottled Drinks Enhance Customer Experience via Collaboration
Objectives – Mountain Dew Support Launch of New Voltage Flavor Increase Awareness and Drive Trials Convince Web Influencers to Advertize Reduce Research & Analysis Efforts
(from 100 hours over 2 weeks to 15 hours)
PepsiCo: Social Media Integration
17
PepsiCo: Social Media Integration
“The solution gave us the flexibility to find the type of granular insights which help underpin our services, in a fraction of the time it wouldnormally take.”
- CEO, Global Agency Partner18
What Happens If You Get It Wrong?
Examples from Personal Experiences…
(Names Hidden to Protect the Guilty!!!)
1.When You Can’t See the Forest for the Trees– Marketing Not Aligned with Customer Demands
– Processes & Metrics Matter More than Customers
2.When You Rob Peter to Pay Paul– Marketing Not Aligned across Business Units
– Customers Defect while You Figure Out Who They Are
3.When You’re Your Own Worst Enemy– Marketing Not Aligned with Operations
– Customers Engaged, but You Can’t Service their Needs
19
How Do You Measure Success?
• Define Agreed, Quantifiable Metrics– Reduction in Spend per Channel
– Campaign Uplift for Open, Click-Through, etc.
– Revenue Results Directly Impacted
• Apply Business Performance Benchmarks– Business Problem Solved
– New Business Opportunity Realised
– Tangible Advantage over Competitors
• Don’t Forget Internal Goals and Objectives– Users Satisfied and Asking for Additional Functionality
– Project Delivered on Time and on Budget
– Created an Agent of Change within the Organisation
20
Be Disruptive!
[email protected]@alterian.com
Twitter: @RustyWarnerLinkedIn: Rusty Warner
Putting Customers at the Heart of Your Analytics Strategy
Copyright © 2008-2012 SDL plc. All rights reserved.. All company names, brand names, trademarks, service marks,
images and logos are the property of their respective owners.
This presentation and its content are SDL confidential unless otherwise specified, and may not be copied, used or
distributed except as authorised by SDL.
Sponsored by: Organised by:
New Paradigms in Digital Insight - How leading brands are gathering insights in an increasingly
connected and informed world
Rachel Adams - Toluna Simon Shaw - Brass
Sponsored by: Organised by:
Data is king: Maximising the value locked up in your data
Henry Smith - Emailvision
Powering Smarter Marketing
Data is King
February 2012
www.emailvision.co.uk
Henry SmithPre Sales Director, Strategic Global Accounts
A new King?
Content is King – Bill Gates 01/03/1996
Our mission
www.emailvision.com
Emailvision powers smart
email, mobile and social campaigns
that deliver results
Custom Applications
Customer Intelligenc
e
Mob
ileSocial
APIs
Integration
Custom Apps
Global Provider, Local Support
Offices:ArgentinaAustriaBelgiumBrazilCanadaChinaFranceGermanyHong KongIsraelItalyJapanMexicoNetherlandsPortugalScandinaviaSpainSwitzerlandUnited KingdomUSA
….Our Culture
Why Data is King
Why Data is King
The Power of Knowing
Relationship
Trust
Mutual Benefit
Personal Knowledge
What do we Know?
● Data
● Customers
● Campaigns and communications
● Products and Transactions
● Media and Content Interactions
Customer Intelligence from Data
“Customer intelligence (CI) is the process of gathering and analysing information
regarding customers; their details and their activities, in order to build deeper and more
effective customer relationships and improve strategic decision making.”
‒ Wikipedia
Turning Data into Actionable Insight
I must buy some new lip-gloss
I must buy new high end Nike’s
Data Analysis Customer Insight and differentiation
Consumers are struggling with Inbox overload
● 49% of consumers have unsubscribed from email lists that they had originally opted in to because they found the emails to be irrelevant
‒ Source: Relevancy Group "Realizing the Value of Email Marketing" (2010)
Modern ISP’s - Only the Relevant Survive
Yahoo blocks over 120 billion spam messages every month
Gmail Priority Inbox automatically identifies ‘important emails’ and separates them from everything else
Hotmail Sweep allows users to select one email to automatically move or delete similar ones. Grey mail feature trashes emails depending on interaction
Don’t you know who I am?!
● Two-thirds of respondents who receive email from consumer packaged goods companies want to receive personalised content based on their website activity, past purchases, etc.
‒ Source: Epsilon, October 2008
Emailvision
www.emailvision.com
“The number one challenge to email marketing effectiveness
is targeting customers with highly relevant content”
MarketingSherpa’s 2011 Email Marketing Report
Our Survey
‒ Source: Emailvision Customer Survey Nov 2011
Our Survey
‒ Source: Emailvision Customer Survey Nov 2011
Data
“Data is not useful until it becomes information, and that's because data is hard for human beings to digest”
Seth Godin
The Power of Visualisation
The Marketing / IT Divide
Perceptions of each others departments
● Marketing's perceptions of IT were:● IT is the department of "no"● IT doesn't speak marketing's language● IT doesn't understand the need for speed● IT isn't concerned with the customer
● IT's perceptions of marketing boiled down to two:● Marketing is spin● Marketers don't care about integration
‒ Source: Forrester Research from www.chiefmartec.com
Business Challenge
Marketing IT
How to Develop Insight
● Leadership for cultural change● Data, Tools, Process, People….
● Decisions made from customer data analysis
Value of using insight for Targeting Relevance
Value of Insight
“With access to deeper customer insights, we have quadrupled our conversion rate.”
Laura Henderson
Online Marketing Manager at Republic
Send Relevant Content to Segments
8 lifestyles5 languages2 genders
1 campaign
The French guy who likes sports
The English woman who likes fashion The English guy who likes the beach
The German guy who likes travel The German woman who likes comfort
The Customer Journey
Acquisition Active
RFM Segment 1
RFM Segment 2
RFM Segment 3
RFM Segment 4
RFM Segment 5
Nursery Lapse
Lapse Segment 1
Lapse Segment 2
Lapse Segment 3
Lapse Segment 4
Lapse Segment 5
Advocate
VIP
Dormant
Example Lifecycle Insight Elements
Type Insight Element
Days since Join Date
Entry Product
Age Band
Email Domain
Click Frequency
Has Shared to Social Network
Post Click Tracking Total Conversion Value
Average Basket Spend
Days since Last Purchase Date
Most Purchased Brand
Preferred Purchase Time
Total Spend in Last 12 Months
Days since unsubscribe
Exit ProductRetention Fields
Acquisition
Demographics
Message Response Behaviour
Purchase Behaviour
Lifecycle Campaign Types
ON AQUISITION
• Welcome• Capture data /
preferences
NURSERY
• Convert to purchase
• Capture data / preferences
ENGAGE
• Capture data / preferences
• Transactional thank you
• Cross / up sell• Re-order• Recommend a
friend / social referral
• Birthday
RETAIN
• Capture data / preferences
• New products / services available
• Back in stock• Rate and
review • Lapse risk
offers
REACTIVATE
• Win back
Subscribed but not purchased
Purchased
Registration - Office
● Collection of just email address, title and name for registration
● Gender inferred from title
● Customer chooses what other info they want to give
Welcome - Office
● Objectives:● Welcome customers to
Office● Highlight Preference
Centre● Increase Customer
Profile Data
● Customer incentive for adding preferences is a free prize draw for £100 worth of office shoes● Open rates of 39% and
CTR of 19%
Preference Centre - Office
● Customer profile information
● Customer interests by category i.e. Women's and brand
● Update of email and mobile subscriptions
● Enables segmented emails such as new store opening based on customer postcode
Convert to Purchase – Spa Finder Deal
One US state
Pushed 119,798 Opened 26,987
Open rate 22.53% Click through 14,634
Click through rate 12.22%
Pushed 355,945 Opened 37,174
Open rate 10.4 % Click through 11,110
Click through rate 3.1%
+117%
+294%
All US states
Cross / Upsell - Beaute Privee
● Types of links clicked● Product category / brand preferences● Recency/Frequency: opens, clicks, purchases…● Product groups: the most visited, the least bought● Repeat buyers profiles● Socio-demographic profiles
Products
SalesE-commerce
site
A
B
C
D
eCommerce Database
Beaute Privee - Cross / Upsell
Back In Stock - feelunique.com
● Customer sent emails when out of stock items they wanted are back in stock
● 2.5 times the Conversion compared to weekly emails!
Re-order - feelunique.com
● Product lifetime data added to 15000 products
● Customer has choice to receive or not
● Reminders intelligently bundled together to minimise marketing fatigue
● 5x conversion compared to weekly emails!!!
Win Back – feelunique.com
● Sent to customers who have not ordered for 3 months
● Free delivery offer
● VIP club
Birthday Emails - FCUK and Dior
Product Review - Filofax
Product Review - Filofax
Recommend a Friend - Hearst Magazines
Recommend a Friend - Hearst Magazines
Recommend a Friend - Hearst Magazines
● 16% sent free copies to friends
● 55% Facebook likes increase
● 18% in unique visitors to Red.nl
● 2017 additional newsletter subscribers
Summary
● Collect and analyse your data, it is a very valuable asset
● Empower marketers with the challenge and work with IT
● Create actionable customer insight
● Use this insight to drive timely and meaningful relevance in customer lifecycle engagements
● Measure the impact
THANK YOUEMAILVISION – STAND E16
Pioneering Technology
Passionate
Entrepreneurial
Client Focused
Sponsored by: Organised by:
London 2012: How to successfully engage with your consumers online in
the build up to the Olympics
James Murray - Experian Hitwise
Sponsored by: Organised by:
Address Quality Management - The dos and don’t's of domestics and international address and data quality
management
Laura Forvague - Capscan Ltd
Addressing Data Quality
The dos and don'ts of domestic and international address and data quality
management
Laura Fovargue – Regional Sales Manager
Capscan Ltd
Address & Data Quality Solutions
Capscan Limited Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom Registered in England No. 01183941 VAT No. GB 123 3577 29
Agenda
• Importance of Data• Name and Address Data Errors• Impact of errors on customers?• Damage to your organisation• How can these issues be prevented?• Case Studies – Forever 21• Top Ten Tips• Summary
Address & Data Quality Solutions
Capscan Limited Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom Registered in England No. 01183941 VAT No. GB 123 3577 29
Importance of Data
• The quality of customer and address data determines the success of your organisation
• It has a huge impact on business
•Profitability
•Growth
•Competiveness
“Poor quality customer data cost U.S. businesses $611 billion a year”
The Data Warehousing Institute
Address & Data Quality Solutions
Capscan Limited Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom Registered in England No. 01183941 VAT No. GB 123 3577 29
Importance of DataResearch shows:
Source: Data Quality Survey, Graham Rhind & Capscan Ltd
Address & Data Quality Solutions
Capscan Limited Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom Registered in England No. 01183941 VAT No. GB 123 3577 29
Name & Address Data Errors
Mis-spelt details Badly formatted address details
Structural Name and Address Errors Missing elements
Duplicates Vanity Addressing
Address & Data Quality Solutions
Capscan Limited Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom Registered in England No. 01183941 VAT No. GB 544 5844 25
Name & Address Data Errors
X
p turner
Fishponds Road ,Hitchin
Herts
SG5 1NS
Mr Paul Turner
Ivy Cottage
Fishponds Road
HITCHIN
Herts
SG5 1NR
Address & Data Quality Solutions
Capscan Limited Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom Registered in England No. 01183941 VAT No. GB 544 5844 25
Name & Address Data Errors
X
12 Via Massa
Florence
50142
Via Massa 12
50142 FIRENZE FI
Address & Data Quality Solutions
Capscan Limited Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom Registered in England No. 01183941 VAT No. GB 123 3577 29
Impact of Errors on Customers
It’s Personal!
• Customer does not feel valued• Poor perception created• Personal reaction• Loss of confidence• People always remember the errors – hygiene
factor
Address & Data Quality Solutions
Capscan Limited Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom Registered in England No. 01183941 VAT No. GB 544 5844 25
Impact of Errors on Customers
Service and Delivery do not live up to client expectations
• Delay in payment• Miss-deliveries• Time spent waiting for replacement goods• Inefficient/inappropriate customer
service/complaints response• Poor customer experience
Address & Data Quality Solutions
Capscan Limited Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom Registered in England No. 01183941 VAT No. GB 544 5844 25
The scale of the delivery problem?
• Royal Mail states that 14,560,000 letters are lost or substantially delayed every year
• Postwatch said loss figures were "much higher" in reality
8 million letters a day - no postcode or an inaccurate one
• Royal Mail destroys on average 25 million undeliverable letters, packets and parcels each year
• In the last 6 years, they destroyed 152 million items of post that could not be delivered or returned to sender - the majority were business mail!
Postwatch & Royal Mail
Address & Data Quality Solutions
Capscan Limited Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom Registered in England No. 01183941 VAT No. GB 544 5844 25
Damage To Your Organisation
• Poor perception created• Loss of confidence - Damage to Brand• Additional costs associated with miss-deliveries
and customer complaint handling • Less repeat business• Reduced customer loyalty
Address & Data Quality Solutions
Capscan Limited Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom Registered in England No. 01183941 VAT No. GB 123 3577 29
How can these issues be prevented?
• Review and Audit Data Processes and Issues• Who is responsible for customer data?• Board and senior management buy-in essential• Set Objectives for Improvements• Select suitable strategies for each business data
area• Agree targets• Measure and review progress
Address & Data Quality Solutions
Capscan Limited Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom Registered in England No. 01183941 VAT No. GB 544 5844 25
Review Data & Data Costs in the Business
Contact/Call Centres Customer Services Store/Branch Users
Website Info Requests Web Shop
Data from Acquisitions Prospecting Lists
Field Representatives SMS/Text Campaigns
Customer/Sales Analysis Customer Profiling Business Decisions Compliance/Blacklists
Location Intelligence Route Planning GIS
Product Deliveries Parts Shipping
On-site Engineers
Direct Marketing Promotional Mailings Invoicing General Correspondence
INCOMING OUTGOINGINTERNAL
Address & Data Quality Solutions
Capscan Limited Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom Registered in England No. 01183941 VAT No. GB 544 5844 25
Front-end Touch Points
Contact/Call Centres Customer Services Store/Branch Users
Website Info Requests Web Shop
Field Representatives SMS/Text Campaigns
INCOMING Options for capturing more accurate data in multi-channel management
1) Ensure data entry screens are well designed, clear, and simple
Consider - Mandatory Fields- What countries need to be considered- Local salutation options- Individual fields for individual elements- Basic Data Validation
2) Implement Address Verification Functionality
Options Include - In-house software for data capture- Hosted address verification
servicesConsider - Datasets required now & in the
future
3) Implement Name and Salutation formatting technology
Address & Data Quality Solutions
Capscan Limited Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom Registered in England No. 01183941 VAT No. GB 544 5844 25
Existing Data Maintenance
Data from Acquisitions Prospecting Lists
Customer/Sales Analysis Customer Profiling Business Decisions Compliance/Blacklists
Location Intelligence Route Planning GIS
INTERNAL Options for reviewing existing customer information
1) Data Audit – Current Accuracy Levels
2) Manual Data Correction – Very low data volumes
3) Batch Name & Address Cleansing Tools-
Verify, cleanse, & format historic data - Apply postal authority data updates - Enhance data
4) Batch De-Duplication Tools
Address & Data Quality Solutions
Capscan Limited Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom Registered in England No. 01183941 VAT No. GB 123 3577 29
Case Study – Forever 21
Address & Data Quality Solutions
Capscan Limited Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom Registered in England No. 01183941 VAT No. GB 123 3577 29
Case Study – Forever 21
•The Background - Forever 21is a specialty clothing and accessories retailer for women, men and children with a reputation making the hottest fashion trends available to customers at great value. The company is headquartered in Los Angeles and operates over 480 stores worldwide.
•In retail today it is just as important to have strong presence online. According to Mintel £4.3 billion worth of clothes were bought over the Internet in 2010, a growth of 152% in the last five years, with over a third of consumers having bought in the past year.
• With the explosion in demand for consuming fashion online; a new ecommerce site would be instrumental in establishing the Forever 21 brand in the UK.
•The Problem - The success of Forever 21’s new website hinged not only on offering the latest fashions at the right price, but also in making the online experience enjoyable and easy to buy from, for the savvy, stylish consumer.
•A crucial part of the online purchasing process is making the final transaction at the checkout as simple and straightforward as possible, reducing the time it takes to complete the transaction.
•Forever 21 had a tight schedule and needed a software solution that could be fully integrated into their ecommerce site, to ensure every customer address is rapidly validated at the point of entry.
•Having considered a number of different options, Forever 21 selected Capscan’s web-based address management software – Matchcode Webnet.
Address & Data Quality Solutions
Capscan Limited Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom Registered in England No. 01183941 VAT No. GB 123 3577 29
Case Study – Forever 21
• The Benefits – Capscan’s solutions could provide validation for both UK and European addresses.
• When a customer visits Forever 21’s website and has finished filling their shopping basket, they navigate to the checkout and sign-in if they are an existing customer, or register their details as a new customer.
• When prompted on the online form, they simply enter a postcode or partial address and Matchcode Webnet instantly provides the customer with a drop down list of addresses associated with that postcode.
• Upon selection of the address, the relevant fields in the order form are populated with the customers full and correct postal address, which has been validated against the Royal Mail’s PAF file of 28.2 million UK addresses.
• The addressing solution ensures Forever 21’s customer database is populated with only accurate and clean address information which ensures the products are delivered on time and to the right address, and enables them to correspond and market to their customers.
Address & Data Quality Solutions
Capscan Limited Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom Registered in England No. 01183941 VAT No. GB 123 3577 29
How It Works
In the address fields of the contact form, simply enter a postcode (or partial address)
Address & Data Quality Solutions
Capscan Limited Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom Registered in England No. 01183941 VAT No. GB 544 5844 25
How it works
Address & Data Quality Solutions
Capscan Limited Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom Registered in England No. 01183941 VAT No. GB 544 5844 25
How It Works
Matchcode will complete the address fields and return a full and valid address
Address & Data Quality Solutions
Capscan Limited Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom Registered in England No. 01183941 VAT No. GB 544 5844 25
How It Works
It can also provide you with information like the telephone number, SIC code, and D-U-N-S number…
Address & Data Quality Solutions
Capscan Limited Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom Registered in England No. 01183941 VAT No. GB 123 3577 29
How It Works
And other useful information like health and local authority details and geocodes etc…
Additional Data Include:
- Business data by D&B® - Names Data Verification- Geographical Information - Ward Codes/ name - Constituency information - Local Education Authority - MP Names - European Electoral Region- Primary Care Trust - Primary Care Group - District Health Authority
Address & Data Quality Solutions
Capscan Limited Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom Registered in England No. 01183941 VAT No. GB 544 5844 25
Top Ten Tips For Data Quality• Regard data quality as a vital aspect of your e-Commerce,
CRM, and DM programme• Establish clear aims and objectives for quality management
programme with management buy-in• Consider the data elements of your database and how things
are recorded• Parse, standardise, validate and augment data• Conduct data audits and measure the quality of your data
with regular cleansing• Collect good data in preference to correcting bad data• Keep track of cost and ensure your data is compliant• Adopt cutting edge tools and technologies• Measure and review your programme of changes• Use Capscan’s DQM Solutions
Address & Data Quality Solutions
Capscan Limited Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom Registered in England No. 01183941 VAT No. GB 544 5844 25
In Summary
• Inaccurate name and address data can have a significant impact on customer retention, customer experience, and repeat orders
• An organisation need to have a DQM strategy, but should be considered in relation to its corporate strategy
• Review & Audit of existing processes and data is vital
• Name and address management technology can help ensure accuracy of data at point of capture or in a batch environment
Address & Data Quality Solutions
Capscan Limited Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom Registered in England No. 01183941 VAT No. GB 123 3577 29
In Summary
• Key benefits to resolving data issues– More timely deliveries– Reduced costs associated with returns– More automatic credit card approvals– Improved Single Customer View– Improved Customer Experience– Improved customer satisfaction with fulfilment
and support– Drive loyalty, customer retention, and repeat
business– Maintain and increase revenue and profits
Address & Data Quality Solutions
Capscan Limited Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom Registered in England No. 01183941 VAT No. GB 123 3577 29
Thank you for listening!
Any questions?
Capscan can help you with your UK and International customer data issues
Please visit us at stand G46 for further information and a copy of this presentation.
Sponsored by: Organised by:
Managing Forward: Analytics to understand the multi-channel and multi-device consumer
Don Morrison - ForeSee