Addressing Data QualityThe dos and donts of domestic and international     address and data quality management     Laura F...
Address & Data Quality Solutions                                                              Agenda•     Importance of Da...
Address & Data Quality Solutions                                      Importance of Data•     The quality of customer and ...
Address & Data Quality Solutions                                      Importance of DataResearch shows:                   ...
Address & Data Quality Solutions                   Name & Address Data ErrorsMis-spelt details                            ...
Address & Data Quality Solutions                    Name & Address Data Errors     p turner                               ...
Address & Data Quality Solutions                    Name & Address Data Errors     12 Via Massa                           ...
Address & Data Quality Solutions               Impact of Errors on Customers                                              ...
Address & Data Quality Solutions              Impact of Errors on Customers      Service and Delivery do not live up to cl...
Address & Data Quality Solutions         The scale of the delivery problem?•     Royal Mail states that 14,560,000 letters...
Address & Data Quality Solutions                 Damage To Your Organisation•     Poor perception created•     Loss of con...
Address & Data Quality Solutions      How can these issues be prevented?•     Review and Audit Data Processes and Issues• ...
Address & Data Quality Solutions                                     Review Data & Data Costs in the BusinessINCOMING     ...
Address & Data Quality Solutions                                                       Front-end Touch PointsINCOMING     ...
Address & Data Quality Solutions                                                 Existing Data MaintenanceINTERNAL        ...
Address & Data Quality Solutions                                   Case Study – Forever 21Capscan LimitedGrand Union House...
Address & Data Quality Solutions                                   Case Study – Forever 21•The Background -         Foreve...
Address & Data Quality Solutions                                   Case Study – Forever 21•     The Benefits – Capscan’s s...
Address & Data Quality Solutions                                                    How It Works                          ...
Address & Data Quality Solutions                                                      How it worksCapscan LimitedGrand Uni...
Address & Data Quality Solutions                                                    How It Works                          ...
Address & Data Quality Solutions                                                    How It Works                          ...
Address & Data Quality Solutions                                                    How It Works                          ...
Address & Data Quality Solutions                Top Ten Tips For Data Quality•     Regard data quality as a vital aspect o...
Address & Data Quality Solutions                                                     In Summary•     Inaccurate name and a...
Address & Data Quality Solutions                                                     In Summary•     Key benefits to resol...
Address & Data Quality Solutions                                      Thank you for listening!                            ...
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Data & Marketing Analytics Theatre; Address Quality Management - The dos and don'ts of domestics and international address and data quality management

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Data & Marketing Analytics Theatre; Address Quality Management - The dos and don'ts of domestics and international address and data quality management

  1. 1. Addressing Data QualityThe dos and donts of domestic and international address and data quality management Laura Fovargue – Regional Sales Manager Capscan Ltd
  2. 2. Address & Data Quality Solutions 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• SummaryCapscan LimitedGrand Union House, 20 Kentish Town Road, London NW1 9BB United KingdomRegistered in England No. 01183941 VAT No. GB 123 3577 29
  3. 3. Address & Data Quality Solutions 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 InstituteCapscan LimitedGrand Union House, 20 Kentish Town Road, London NW1 9BB United KingdomRegistered in England No. 01183941 VAT No. GB 123 3577 29
  4. 4. Address & Data Quality Solutions Importance of DataResearch shows: Source: Data Quality Survey, Graham Rhind & Capscan LtdCapscan LimitedGrand Union House, 20 Kentish Town Road, London NW1 9BB United KingdomRegistered in England No. 01183941 VAT No. GB 123 3577 29
  5. 5. Address & Data Quality Solutions Name & Address Data ErrorsMis-spelt details Badly formatted address detailsStructural Name and Address Errors Missing elementsDuplicates Vanity AddressingCapscan LimitedGrand Union House, 20 Kentish Town Road, London NW1 9BB United KingdomRegistered in England No. 01183941 VAT No. GB 123 3577 29
  6. 6. Address & Data Quality Solutions Name & Address Data Errors p turner Mr Paul Turner Fishponds Road ,Hitchin Ivy Cottage Herts Fishponds Road SG5 1NS HITCHIN Herts SG5 1NR XCapscan LimitedGrand Union House, 20 Kentish Town Road, London NW1 9BB United KingdomRegistered in England No. 01183941 VAT No. GB 544 5844 25
  7. 7. Address & Data Quality Solutions Name & Address Data Errors 12 Via Massa Via Massa 12 Florence 50142 50142 FIRENZE FI XCapscan LimitedGrand Union House, 20 Kentish Town Road, London NW1 9BB United KingdomRegistered in England No. 01183941 VAT No. GB 544 5844 25
  8. 8. Address & Data Quality Solutions 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 factorCapscan LimitedGrand Union House, 20 Kentish Town Road, London NW1 9BB United KingdomRegistered in England No. 01183941 VAT No. GB 123 3577 29
  9. 9. Address & Data Quality Solutions 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 experienceCapscan LimitedGrand Union House, 20 Kentish Town Road, London NW1 9BB United KingdomRegistered in England No. 01183941 VAT No. GB 544 5844 25
  10. 10. Address & Data Quality Solutions 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 MailCapscan LimitedGrand Union House, 20 Kentish Town Road, London NW1 9BB United KingdomRegistered in England No. 01183941 VAT No. GB 544 5844 25
  11. 11. Address & Data Quality Solutions 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 loyaltyCapscan LimitedGrand Union House, 20 Kentish Town Road, London NW1 9BB United KingdomRegistered in England No. 01183941 VAT No. GB 544 5844 25
  12. 12. Address & Data Quality Solutions 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 progressCapscan LimitedGrand Union House, 20 Kentish Town Road, London NW1 9BB United KingdomRegistered in England No. 01183941 VAT No. GB 123 3577 29
  13. 13. Address & Data Quality Solutions Review Data & Data Costs in the BusinessINCOMING INTERNAL OUTGOING Data from Acquisitions Prospecting ListsContact/Call Centres Product DeliveriesCustomer Services Parts ShippingStore/Branch UsersWebsite Info Requests Direct MarketingWeb Shop Promotional Mailings Invoicing General Correspondence Customer/Sales Analysis Location IntelligenceField Representatives Customer Profiling Route PlanningSMS/Text Campaigns Business Decisions GIS On-site Engineers Compliance/Blacklists 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
  14. 14. Address & Data Quality Solutions Front-end Touch PointsINCOMING Options for capturing more accurate data in multi-channel management 4) Ensure data entry screens are well designed, clear, and simple Consider - Mandatory FieldsContact/Call Centres - What countries need to be consideredCustomer Services - Local salutation optionsStore/Branch Users - Individual fields for individual elements - Basic Data Validation 6) Implement Address Verification FunctionalityWebsite Info Requests Options Include - In-house software for data captureWeb Shop - Hosted address verification services Consider - Datasets required now & in the future 8) Implement Name and Salutation formatting technologyField RepresentativesSMS/Text Campaigns 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
  15. 15. Address & Data Quality Solutions Existing Data MaintenanceINTERNAL Options for reviewing existing customer information 4) Data Audit – Current Accuracy Levels Data from Acquisitions Prospecting Lists 7) Manual Data Correction – Very low data volumes 10) Batch Name & Address Cleansing Tools - Verify, cleanse, & format historic data - Apply postal authority data updates - Enhance data 13) Batch De-Duplication ToolsCustomer/Sales Analysis Location IntelligenceCustomer Profiling Route PlanningBusiness Decisions GISCompliance/Blacklists 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
  16. 16. Address & Data Quality Solutions Case Study – Forever 21Capscan LimitedGrand Union House, 20 Kentish Town Road, London NW1 9BB United KingdomRegistered in England No. 01183941 VAT No. GB 123 3577 29
  17. 17. Address & Data Quality Solutions Case Study – Forever 21•The Background - Forever 21is a •The Problem - The success of Foreverspecialty clothing and accessories retailer for 21’s new website hinged not only on offeringwomen, men and children with a reputation the latest fashions at the right price, but alsomaking the hottest fashion trends available to in making the online experience enjoyable and easy to buy from, for the savvy, stylishcustomers at great value. The company is consumer.headquartered in Los Angeles and operatesover 480 stores worldwide. •A crucial part of the online purchasing process is making the final transaction at the•In retail today it is just as important to have checkout as simple and straightforward as possible, reducing the time it takes tostrong presence online. According to Mintel£4.3 billion worth of clothes were bought complete the transaction.over the Internet in 2010, a growth of 152% inthe last five years, with over a third of •Forever 21 had a tight schedule and needed a software solution that could be fully integratedconsumers having bought in the past year. into their ecommerce site, to ensure every customer address is rapidly validated at the• With the explosion in demand for point of entry.consuming fashion online; a new ecommercesite would be instrumental in establishing the •Having considered a number of differentForever 21 brand in the UK. options, Forever 21 selected Capscan’s web- based address management software – Matchcode Webnet.Capscan LimitedGrand Union House, 20 Kentish Town Road, London NW1 9BB United KingdomRegistered in England No. 01183941 VAT No. GB 123 3577 29
  18. 18. Address & Data Quality Solutions 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.Capscan LimitedGrand Union House, 20 Kentish Town Road, London NW1 9BB United KingdomRegistered in England No. 01183941 VAT No. GB 123 3577 29
  19. 19. Address & Data Quality Solutions How It Works In the address fields of the contact form, simply enter a postcode (or partial address)Capscan LimitedGrand Union House, 20 Kentish Town Road, London NW1 9BB United KingdomRegistered in England No. 01183941 VAT No. GB 123 3577 29
  20. 20. Address & Data Quality Solutions How it worksCapscan LimitedGrand Union House, 20 Kentish Town Road, London NW1 9BB United KingdomRegistered in England No. 01183941 VAT No. GB 544 5844 25
  21. 21. Address & Data Quality Solutions How It Works Matchcode will complete the address fields and return a full and valid addressCapscan LimitedGrand Union House, 20 Kentish Town Road, London NW1 9BB United KingdomRegistered in England No. 01183941 VAT No. GB 544 5844 25
  22. 22. Address & Data Quality Solutions How It Works It can also provide you with information like the telephone number, SIC code, and D-U-N-S number…Capscan LimitedGrand Union House, 20 Kentish Town Road, London NW1 9BB United KingdomRegistered in England No. 01183941 VAT No. GB 544 5844 25
  23. 23. Address & Data Quality Solutions 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 AuthorityCapscan LimitedGrand Union House, 20 Kentish Town Road, London NW1 9BB United KingdomRegistered in England No. 01183941 VAT No. GB 123 3577 29
  24. 24. Address & Data Quality Solutions 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 SolutionsCapscan LimitedGrand Union House, 20 Kentish Town Road, London NW1 9BB United KingdomRegistered in England No. 01183941 VAT No. GB 544 5844 25
  25. 25. Address & Data Quality Solutions 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 environmentCapscan LimitedGrand Union House, 20 Kentish Town Road, London NW1 9BB United KingdomRegistered in England No. 01183941 VAT No. GB 544 5844 25
  26. 26. Address & Data Quality Solutions 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 profitsCapscan LimitedGrand Union House, 20 Kentish Town Road, London NW1 9BB United KingdomRegistered in England No. 01183941 VAT No. GB 123 3577 29
  27. 27. Address & Data Quality Solutions 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.Capscan LimitedGrand Union House, 20 Kentish Town Road, London NW1 9BB United KingdomRegistered in England No. 01183941 VAT No. GB 123 3577 29

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