eda mutualeez v4
TRANSCRIPT
Don’t just rock Don’t just rock your data.your data.
MutualMutualeeeez it !z it !Dominique Atlan - Laurent Baeke - Alex GaschardDominique Atlan - Laurent Baeke - Alex Gaschard
Some examples of one week
• Newspaper • Person moved
out 2 years ago
• Magazine • Company moved
out 6 years ago
• Bank • Person moved out
9 years ago
Cost of updating a database• People tend to move, change email address, phone
number, ….– If you have 500 000 customers and prospect in your database– You need to update info on 100 000 of them annually– This costs currently easily EUR 1 or more per updated record
• Imagine… cutting this cost by 80%?– Less hassle– EUR 80 000 per year more profit– or EUR 80 000 extra budget for other investmentsPlus higher quality at data-entry, automated validations
Cost of using outdated data• After 2 years, up to 25% of your contacts may have moved:
– Sending a mailing to 400 000 customers means missing 100 000 of them
– At EUR 1.00 per letter sent, this means EUR 100 000 wasted– At a conversion rate of 3% and average spending of EUR 50, this
means EUR 150 000 of missed revenues
• Imagine… recovering more than 80% of those “lost contacts”?– EUR 80 000 no longer wasted– And: EUR 120 000 extra revenues
In commercial confidence
Belgium’s first mutualisedBelgium’s first mutualisedconsumer databaseconsumer database
(confidential, please do not forward)(confidential, please do not forward)
Who is Mr X or Mrs X ?• Do you know who he or she is?
– Is it a man or a woman?– What is his name?– Where does she live?– What is his email?– What is her age?
But most Important: THEY ARE YOUR CUSTOMERS OR
PROSPECTS !!
Be sure to reach Mr X or Mrs X• 1% of your customers are “dream customers”:
they purchase from you spontaniously• 99% of your customers need a little push to buy
from you, or buy more from you => ADVERTISING
• Fact: one-to-one direct marketing is expensive, but most effective way of advertising if your message does reach Mr. X or Mrs. X
Who knows Mr X or Mrs X?• Mr X or Mrs X is a customer of not one
single company, but of numerous companies: – Buys his groceries at Felhaize..– Takes fuel at Mexaco…– Subscribes his landline at Delgacom…– Subscribes his mobile line at Tobistar…– Watches television via Selenet…– Drives a CMW…– Goes on vacation with Club Fed…– etc…
• Common customer: Jean Dupond is present is all 3 databases, but some base information is conflicting
In commercial confidence
Mr. X or Mrs X is a customer of numerous companies
• Conflicting information: the last update of the DNAC database indicates that Jean Dupond moved to a different address and has changed his email address
“L’union fait la force / Eendracht maakt macht”
• Each company knows Mr X or Mrs X a little bit:– Felhaize may know his birth date, his address– Delgacom may know her address, her phone number
and the name of her husband– While DNAC may know his email address
• Not a single company has all the up-to-date information, and hence every company has some blanks to fill & some old information to update
All companies together have the complete and up-to-date picture and really know Mr X or Mrs X
That’s where Mutualeez comes in …
Mutualeez, excellence in your Data Quality !
1. Community-based Data Quality:• Keep your data fully up-to-date• Fill in the blanks• Earn money on your updates
2. Related services:• Reduce data entry mistakes and costs • Email validation and correction • Normalisation, duplicate detection and
merge/purge
Mutualeez keeps your data fully up-to-date
Felhaize
1-to-1relationship
DNAC
1-to-1relationship
CMW1-to-1
relationship Felgacom
1-to-1relationship
• As long as Jean Dupond remains at his current address, all companies having his details may enjoy a 1-to-1 direct marketing relationship with him
Mutualeez keeps your data fully up-to-date - 2
Felhaize
1-to-1relationship
DNAC
CMW1-to-1
relationship Felgacom
• But… as soon as Jean Dupond moves to a different location and only tells for instance Felhaize, then all other companies loose -at least for a few months- (part of) their relationship with him
1-to-1relationship
1-to-1relationship
In commercial confidence
• Stop wasting time and money on updating contact information on your existing customers and prospects: use the Mutualeez community to always stay up-to-date:– Be informed when someone moved– Always have the correct email address at hand– Avoid costs and loss of reputation (spam) by using
outdated data– Be remunerated when you give updates to the community– Get updates on your own data for close to free
Today, you hope to have the correct information. Thanks to Mutualeez you know you always have it.
Mutualeez keeps your data fully up-to-date - 3
Mutualeez fills in the blanks• Enrich with extra contact information:
use the Mutualeez community to fill-in missing or wrong information:–Full name and address info–Email (validation & update)–Phone numbers (if public)–Age –Gender
Mutualeez fills in the blanks - 2
• Thanks to Mutualeez, you can:– Save money since collecting extra base
information becomes simple and automated– Contact your customers in multiple ways
thanks to the presence of accurate postal information, email & phone
– Avoid embarrassing mistakes like having misspelled names or addressing a woman with “dear Sir”
Mutualeez community: summary
Communitydatabase
Etc…
CMW
Felhaize
Delgacom
Partner’s CRM databases
UpdatesCRM
AllCRMdataDNAC
In commercial confidence
• Reduce mistakes and costs at data entry:– In Call centers, up to 25% of new customers are lost
because of wrong coding of name and address info– Up to 60% of shoppers leave an e-shop with a full
basked– Adding data verification tools sharply reduces the
chance of errors, and hence retains customers otherwise lost
– Adding data entry tools sharply reduces the time needed to complete a registration, hence reducing costs or customers walking out without purchase
3. Extra services to enhance data quality
In commercial confidence
3. Extra services to enhance data quality - 2
• Bulk email verification:– Email senders who use a lot of outdated emails
tends to get marked as “spammers”– Result: part of your emails never reach the
intended people, leading to loss of revenues,– Validating email addresses before sending
sharply reduces the chance that your mails are blocked as spam
– A minimal investment to kick out invalid emails, and even rectify mistakes in otherwise valid emails
In commercial confidence
3. Extra services to enhance data quality - 3-
• Normalization and Deduplication:– Double entries in a CRM system lead to sending
out a Direct Mail twice (or more):• More expenses• Less revenues, as receiving a mail twice leads to a
lower conversion rate
– Not-normalized data filled with doubles makes data analysis difficult and unreliable
– A small investment to eliminate doubles and retain normalized data ready for analysis
Mutualeez – future projects1. Data hosting:
• Sophisticated analysis tools at affordable pricing• Cut your IT budget by benefitting from external Hosting
excellence• While keeping full control of your CRM data
2. La “Carte Mut” / de “Muta kaart”:• One card and login for identification on websites, in
shops, to find fidelity program, …. • An incredible time (and hence money-) saving to
register new people • The “commercial” ID card for people
Mutualeez: powered by?• Realizing such a project requires:
- Strong experience with processing and pooling huge data files
- Expertise on data quality from data-entry to data-maintenance
- Proprietary and state of the art technology
European Directory Assistance masters all above processes
since 2004
EDA’s existing directory databasesAggregated directory
database1212 &1313 directory
enquiries
de1212.be & le1313.beonline directories
Formular1 professionalservices
1212 & 1313 appsiOS & Androïd
> 6.5million Belgianrecords
Etc...
TelefonicaVoo
Mobistar
Base
Tele2
Telenet
Belgacom
Operators’s basic data
Third-party sources for enrichments
End-products
TelefonicaSource 1 Source 2 Source3 Etc...
