Event:   DDMA Dag van de Datakwaliteit Thema:  DQ Award Spreker:  Patrick Degenhardt & Basile Fattal Datum:  24 oktober 20...
Patrick Degenhardt & Basile Fattal Data Quality: the cornerstone of the global Philips CRM strategy
Patrick Degenhardt Basile Fattal DDMA Data Quality Award October 2007 Data quality: the cornerstone of the Global Philips ...
Agenda <ul><li>Philips’ core areas </li></ul><ul><li>CRM at Philips </li></ul><ul><li>Data quality as an enabler of CRM </...
Healthcare Lifestyle Technology
2. CRM at Philips
CRM objectives Increase consumer  loyalty  for the Philips brand Facilitate  sales  of Philips products Generate  traffic ...
CRM scope <ul><li>The Global CRM Team oversees all consumer data and direct campaigns in all countries where Philips opera...
Country segmentation <ul><li>Countries are not uniform. Different degrees of readiness towards CRM require a flexible appr...
<ul><li>Advanced: </li></ul>Country segmentation Basic Developing Advanced <ul><li>Characteristics: </li></ul><ul><li>Dedi...
<ul><li>Developing: </li></ul>Country segmentation Basic Developing Advanced <ul><li>Characteristics: </li></ul><ul><li>Pa...
<ul><li>Basic: </li></ul>Country segmentation Basic Developing Advanced <ul><li>Characteristics: </li></ul><ul><li>Registr...
Multi-channel approach <ul><li>360º View of Consumer: </li></ul><ul><ul><li>Means more information collected about consume...
3. Data quality as an enabler of CRM
Wide array of data capturing channels <ul><li>PHILIPS.COM  </li></ul><ul><li>Remove registration clutter </li></ul><ul><li...
Wide array of data capturing channels On home page  www.philips.com On top banner of every webpage Quick registration in  ...
Wide array of data capturing channels Message on all user manuals, quick start guides and packaging
<ul><li>Capture of email address via Call Center Agents </li></ul>Wide array of data capturing channels Registration Link ...
A unique view of the consumer is therefore essential! DIFFERENTIATE INTERACT MONITOR KNOW
Data cleansing suite <ul><li>30+ million consumers </li></ul><ul><li>240 countries </li></ul><ul><li>70 consumer segments ...
Data cleansing suite (1)  Standardization + data Verification at Source (2)  Data format check at entry point <ul><li>(3) ...
4. Results
Data quality results <ul><li>Data quality is an enabler to CRM, not an objective in itself </li></ul><ul><li>Good data qua...
Facts & figures - registration status 9,500,000 15,000,000 19,000,000 21,000,000 24,000,000 30,000,000 30% Marketable Cons...
More segmented and better campaigns 9 x more campaigns than a year ago!
Automated emails Welcome to Philips Benefits to Interact   Survey Birthday Opt-out Confirmation
We hope to have given you some additional insights… DANK U WEL!
 
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DDMA / Philips: Datakwaliteit

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Philips International beschikt over een internationale consumentendatabase met daarin data van meer dan 240 landen. Philips is begonnen om hun Global CRM activiteiten van de consumenten producten uit te breiden en te optimaliseren. Dit kan alleen door het hebben van een juist en volledig klantbeeld; om dit klantbeeld te realiseren moet de kwaliteit van de data op het hoogst haalbare niveau liggen. Locale marketingafdelingen kunnen zo hun tijd besteden aan marketingactiviteiten i.p.v. het verbeteren van de kwaliteit van hun outputbestanden.

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DDMA / Philips: Datakwaliteit

  1. 1. Event: DDMA Dag van de Datakwaliteit Thema: DQ Award Spreker: Patrick Degenhardt & Basile Fattal Datum: 24 oktober 2007, De Lindenhof, Delft www.ddma.nl
  2. 2. Patrick Degenhardt & Basile Fattal Data Quality: the cornerstone of the global Philips CRM strategy
  3. 3. Patrick Degenhardt Basile Fattal DDMA Data Quality Award October 2007 Data quality: the cornerstone of the Global Philips CRM strategy
  4. 4. Agenda <ul><li>Philips’ core areas </li></ul><ul><li>CRM at Philips </li></ul><ul><li>Data quality as an enabler of CRM </li></ul><ul><li>Results </li></ul>
  5. 5. Healthcare Lifestyle Technology
  6. 6. 2. CRM at Philips
  7. 7. CRM objectives Increase consumer loyalty for the Philips brand Facilitate sales of Philips products Generate traffic to Philips.com
  8. 8. CRM scope <ul><li>The Global CRM Team oversees all consumer data and direct campaigns in all countries where Philips operates, counting on a network of 200 employees in all continents. </li></ul><ul><li>Data collection and use reaches all business areas in the company: Marketing, Research, Product Development, Service, Call Centers, Strategy, etc. </li></ul>30 MILLION CONSUMERS WORLDWIDE
  9. 9. Country segmentation <ul><li>Countries are not uniform. Different degrees of readiness towards CRM require a flexible approach from the Global Team. </li></ul><ul><li>Thus, countries are divided in 3 tiers: </li></ul>Basic Developing Advanced
  10. 10. <ul><li>Advanced: </li></ul>Country segmentation Basic Developing Advanced <ul><li>Characteristics: </li></ul><ul><li>Dedicated team in the country </li></ul><ul><li>Seamless integration with Global/Local campaigns </li></ul><ul><li>Core of Global Consumer Hub </li></ul><ul><li>Mission Critical initiatives </li></ul><ul><li>Segmentation with personas </li></ul><ul><li>Datamining to generate better campaigns </li></ul><ul><li>Stronger data collection </li></ul><ul><li>Automated campaigns </li></ul><ul><li>Advanced Data Quality </li></ul><ul><li>70% of database </li></ul>
  11. 11. <ul><li>Developing: </li></ul>Country segmentation Basic Developing Advanced <ul><li>Characteristics: </li></ul><ul><li>Partially dedicated team in country </li></ul><ul><li>Integration with Global campaigns and database </li></ul><ul><li>Country-generated projects </li></ul><ul><li>Campaign Calendar </li></ul><ul><li>Strong data collection </li></ul><ul><li>Use of Global automated campaigns </li></ul><ul><li>Sales-oriented stand alone campaigns </li></ul><ul><li>Enhanced data quality </li></ul><ul><li>25% of database </li></ul>
  12. 12. <ul><li>Basic: </li></ul>Country segmentation Basic Developing Advanced <ul><li>Characteristics: </li></ul><ul><li>Registration via standard methods </li></ul><ul><li>Global Consumer Hub </li></ul><ul><li>Use of Global stand alone campaigns when feasible </li></ul><ul><li>Ongoing data quality </li></ul><ul><li>5% of database </li></ul>
  13. 13. Multi-channel approach <ul><li>360º View of Consumer: </li></ul><ul><ul><li>Means more information collected about consumers </li></ul></ul><ul><ul><li>Therefore data quality and integration becomes more important </li></ul></ul>eMail Web eShop Support Research
  14. 14. 3. Data quality as an enabler of CRM
  15. 15. Wide array of data capturing channels <ul><li>PHILIPS.COM </li></ul><ul><li>Remove registration clutter </li></ul><ul><li>Simplify registration process </li></ul><ul><li>More information to improve data quality </li></ul><ul><li>Opt-in box more visible </li></ul><ul><li>Create registration Guidelines </li></ul>
  16. 16. Wide array of data capturing channels On home page www.philips.com On top banner of every webpage Quick registration in several locations In every Newsletter
  17. 17. Wide array of data capturing channels Message on all user manuals, quick start guides and packaging
  18. 18. <ul><li>Capture of email address via Call Center Agents </li></ul>Wide array of data capturing channels Registration Link on Support Pages
  19. 19. A unique view of the consumer is therefore essential! DIFFERENTIATE INTERACT MONITOR KNOW
  20. 20. Data cleansing suite <ul><li>30+ million consumers </li></ul><ul><li>240 countries </li></ul><ul><li>70 consumer segments in 5 key countries </li></ul><ul><li>Multiple entry sources </li></ul><ul><li>Capable of keeping track of the consumer in a very dynamic environment </li></ul><ul><li>Call centers: manual data entry leads to low data quality </li></ul><ul><li>Readiness for double byte characters </li></ul>THE DATA CLEANSING SUITE MUST BRING SIMPLICITY TO A VERY COMPLEX LANDSCAPE!
  21. 21. Data cleansing suite (1) Standardization + data Verification at Source (2) Data format check at entry point <ul><li>(3) Daily + Yearly </li></ul><ul><li>Data Cleansing </li></ul><ul><li>Name parsing </li></ul><ul><li>Address parsing </li></ul><ul><li>Email validation </li></ul><ul><li>De-duplication </li></ul><ul><li>Integration </li></ul><ul><li>(4) Data Appending + Campaigns </li></ul><ul><li>Mover’s data </li></ul><ul><li>Suppression lists </li></ul><ul><li>Bounce data </li></ul><ul><li>Campaign results </li></ul>Call Center Eshop Philips.com Micro-site Central Database Marketing Database
  22. 22. 4. Results
  23. 23. Data quality results <ul><li>Data quality is an enabler to CRM, not an objective in itself </li></ul><ul><li>Good data quality allowed us to do more targeted and better campaigns </li></ul><ul><li>Name Validation 75%  99% </li></ul><ul><li>Address Validation 65%  90% </li></ul><ul><li>De-duplication 79%  90% </li></ul><ul><li>Gender Known 35%  87% </li></ul><ul><li>Deliverable Emails 70%  99% </li></ul><ul><li>Front-end processes have been adjusted in order to guarantee better data quality – e.g. call center training and change in interface. </li></ul>
  24. 24. Facts & figures - registration status 9,500,000 15,000,000 19,000,000 21,000,000 24,000,000 30,000,000 30% Marketable Consumers 30% 2002 2003 2004 2005 2006 2007 2008
  25. 25. More segmented and better campaigns 9 x more campaigns than a year ago!
  26. 26. Automated emails Welcome to Philips Benefits to Interact Survey Birthday Opt-out Confirmation
  27. 27. We hope to have given you some additional insights… DANK U WEL!
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