Data & Marketing Analytics Theatre: Putting Customers at the Heart of Your Analytics Strategy

977 views

Published on

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
977
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
26
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Hello, I’m Henry Smith.Imagine how much better it would be if every marketing message you received was in at least some way relevant to you.
  • So in this presentation I am going to be introducing a new king. Not that Bill Gates was wrong, but I am sure that the marketers who do not embrace their data when communicating to customers will not remain competitive in the ever changing world.I will be coveringWhy data is kingWhat data can be used to drive your businessConverting data into customer intelligenceDefining the customer journey
  • Before I do, I’d like to tell you about Emailvision. We deliver SAAS to help organisations develop better email / mobile and social campaign management strategy based on customer intelligence.
  • We are a global provider with offices in 19 countries, servicing thousands of clients from all over the world, some of which I will use examples of in this presentation.
  • What makes us different is our culture, we are passionate about everything we do, what we achieve with our clients, our pioneering technology and our plan to climb a major peak in each continent. 15 climbed Mont Blanc last October, this year we will climb to the peak of Kilimanjaro.We aim to give our customers the same sense of achievement in realizing their digital marketing potential.
  • Humans have evolved into a species of traders, this gives us the power to have many things that otherwise we could not. Where to source these things from is our choice and comes down to a number of key factors. For thousands of years, when we have traded, we have sought out people we trust, people we know who can provide us with what we want at the right price. We build relationships with these people and form bonds of business. You will notice this in the way you shop in the real world – I always go to my local butcher, he knows me, the things I normally buy and he offers me things I like, on special offer, to maximise my basket value. My lifetime value with my butcher is built on the relationship he has built with me through understanding.
  • In the modern world, things are different for the consumer. We have technology at our fingertips which allow us to instantly access a whole host of providers of products and services from all over the world. This amongst instant advertising, pop-ups, review sites, social commentary and opinion in blogs and other social content. Marketers know that despite this the core values which we have learnt over thousands of years are still important.
  • In commercial agreements relationships are important. They require mutual benefit, typically meaning improving somone’s life in return for money. Be it solutions, enjoyment, leisure. Personal knowledge is also important, knowing someone is know their habits, likes, dislikes, what film, what food, their Birthday, their sense of humour. This ultimately builds loyal trusting relationships.That is why Data is King, because it is what you know about your customers which can help you to build better trust, mutual benefits and long term relationships
  • That it why data is king. Most businesses are collecting vast amounts of data. Already you will collecting large quantities of very useful data about your:Customers names, addresses, birthdays, email domains, lifestages and other geodemographics - examplesCommunicationsWhen you send an email, opens, click through, conversions, SMSTransactionsWhat they buy, in what category, brand, when, how often etc.Media and Content InteractionsBrowsing products, abandoning baskets, social referral, blogging or reviewing
  • But data is no good on its own, you must turn it into actionable customer intelligence to get the vale from it.
  • The challenge
  • Why is relevance increasingly important?Inbox overload – how are consumers dealing with it?
  • The pressure to be relevant iscoming from all angles not just from customers / not just to achieveimproveresponse rates but also from ISPs. They have decided to protecttheircustomers from the sometimesoverwhelmingnumber of messages theyreceive.Yahoo stat source : http://www.ymailblog.com/blog/2010/05/it%E2%80%99s-official-no-one-fights-spam-harder-smarter-or-better-than-yahoo-mail/
  • Also, modern consumers are getting used to the personalisation power of the internet and expect brands to be able to communicate in a relevant way to them.
  • The importance of relevance for email marketing is summed up clearly in Marketing Sherpa’s recent report
  • This is supported when we survey our clients
  • But many companies do not feel that they are fully exploiting the potential of their data.Why?
  • Why it is hard to leverage the value of your data
  • This is why it is important to empower marketers with data in a way that they can use it.
  • Please excuse the stereotypes I use to illustrate a point, but Marketing and IT are often separate, IT with control over the data, marketing running campaigns
  • We can see the wall illustrated by the Forrester research above
  • The challenge is to find ways to help marketing and IT work better together
  • To get the best value from your data you need leadership for a cultural change, putting the customer not product first.You need people and processes to develop and use this insightBest of all tools which make it easy for marketers to get insight and use it for targeted marketing
  • Insight provides detailed and accurate profiling and segmentation of customers and buying behaviour....EnablingMore frequent marketing customer dialogueHigher levels of relevance, appropriateness, and timelinessLower mailing / contact volumesResulting inReduction in overall marketing costHigher Response RateHigher levels of customer satisfactionLower Levels of customer disengagement / un-subscription / lapseHigher value customer relationship
  • A client example of how powerful this can be
  • How?
  • This can result in a series of stages defined by customer behaviourMarketing can be pro-actively used to directed and progress the customer at timesInsight is required to develop all marketing approachesSpend – absolute / spend per interaction / maximum / minimumNumber of purchases / visits / tripsTime between purchases / visits / tripsNumber of distinct product brands / groups heldMarketing can intervene at appropriate times with an appropriate offer / communicationCustomer Journey Management Driven by InsightClassification of customers into one of the stagesProfiling of customers at each stageDevelopment of KPIs at each stageIdentification of Customer BehaviourUnderstand when customers quickly develop beyond expected levels of behaviourUnderstand when customers regress or lapseUnderstanding triggers for progression through journeyUnderstand how to use marketing approaches to drive progression
  • Here I am showing you some of the data that you are likely to be able to use to develop insight driven campaign straight away:Acquisition – Days Since Join – Welcome programme
  • Types of lifecycle campaigns
  • Best practice Example: Customers visit Office.co.uk and sign up to their email programme via a registration page. Apart from email address, title and name Office allows the customer to decide what additional profile information they will provide. Title field is used to segment our list by gender (refer to Office registration page image)
  • The objective of this email is to welcome customers to Office as well as highlight the preference centre and increase customer profile data. The customer is incentivised to add their preferences by entry to a free prize draw to win £100 worth of Office shoes.
  • The preference centre informs customers that by adding their profile and interests information Office will send them targeted and relevant emails providing further encouragement. The data fields requested fall into 3 main areas; customer profile information, and customer interests by category i.e. Womens and brand i.e. UGG Australia. The preference centre also provides customers with the option to update their email and mobile subscriptions.  Results;Welcome Mail on average achieves open rates of 39% and CTR of 19% The increase in customer preference information has enabled the implementation of segmented emails such as new store opening based on customer postcode.  Future plans; Promote the preference centre to our entire customer base to further extend the profile information we hold on our customersImplement additional segmented campaigns such as brand new season alerts based on customer brand interests
  • This iswhat Beauté Privée nowdoeswith Customer Intelligence
  • Another way to encourage interaction with email is to ask for reviews for products which people have purchased with links through to social sites such as Facebook
  • Targeting active subscribers for recommend a friend referrals
  • Once friends had requested free magazine they were asked to like on Facebook so their friends could receive one too
  • Wow!
  • Collect and analyse your data, it is a very valuable assetCreate actionable customer insight Use this insight to drive timely and meaningful relevance in customer lifecycle engagements
  • If you would like to learn how Emailvision can help you do this please feel free to come to the stand E16
  • I think this is the new tagline.
  • Data & Marketing Analytics Theatre: Putting Customers at the Heart of Your Analytics Strategy

    1. 1. Putting Customers at the Heart of Your Analytics Strategy Rusty Warner - Alterian (now SDL)Sponsored by: Organised by:
    2. 2. Putting Customers at the Heart of Your Analytics StrategyRusty WarnerVice President, Product MarketingFebruary 28, 2012 SDL Proprietary and Confidential
    3. 3. 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? SDL Proprietary and Confidential
    4. 4. 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
    5. 5. Where Is Marketing Headed?Successful marketers mustbecome Customer EngagementManagers Successful marketers must… • Understand customers with analytics • Orchestrate cross-channel communications • Engage customers with relevant offers • Treat customers as unique individuals
    6. 6. Where Is Marketing Headed? Customer Engagement Management Relationship Marketing6
    7. 7. 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
    8. 8. 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
    9. 9. Britannia: Customer Retention and DevelopmentObjectives “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 per9 Customer by 15%
    10. 10. Britannia: Customer Retention and Development “Both marketing productivity and efficiency have increased. We look forward to creating further innovative customer insight programmes… and continuing to maximise ROI.”10 - Head of Customer Knowledge & Planning
    11. 11. Eurostar: Customer Profiles and Preferences Objectives  Eliminate Disparate Data Silos  Increase Customer Intelligence  Improve Relationship-Building  Support Operational Execution Results  Consolidated Database with Customer Information from Multiple Countries  Open-Rates Increased by 100%  Click-Through’s Increased by 50%11  Average Revenue Increased by 400%
    12. 12. 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.”12 - Customer Database Manager
    13. 13. Cisco: One-to-One Relationships 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 Results  Consolidated Database  40M+ Customer Contacts  100M+ D&B Companies  Deep History for Up-Sell and Cross-Sell13  Predictive Modelling for Propensity and Value
    14. 14. 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.”14 - Global Database Marketing Manager
    15. 15. 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 Redemption15  30% Overall Return on Investment
    16. 16. 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.”16 - Digital Product Consultant
    17. 17. PepsiCo: Social Media Integration 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 Efforts17 (from 100 hours over 2 weeks to 15 hours)
    18. 18. 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 would normally take.”18 - CEO, Global Agency Partner
    19. 19. 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 Customers2.When You Rob Peter to Pay Paul – Marketing Not Aligned across Business Units – Customers Defect while You Figure Out Who They Are3.When You‟re Your Own Worst Enemy – Marketing Not Aligned with Operations – Customers Engaged, but You Can‟t Service their Needs19
    20. 20. 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 Organisation20
    21. 21. Putting Customers at the Heart of Your Analytics Strategy rwarner@sdl.com rusty.warner@alterian.com Twitter: @RustyWarner LinkedIn: Rusty Warner
    22. 22. Copyright © 2008-2012 SDL plc. All rights reserved.. All company names, brandnames, 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 becopied, used or distributed except as authorised by SDL.
    23. 23. New Paradigms in Digital Insight - How leading brands are gathering insights in anincreasingly connected and informed world Rachel Adams - Toluna Simon Shaw - BrassSponsored by: Organised by:
    24. 24. Data is king: Maximising the value locked up in your data Henry Smith - EmailvisionSponsored by: Organised by:
    25. 25. Powering Smarter MarketingData is KingFebruary 2012Henry SmithPre Sales Director,Strategic Global Accounts www.emailvision.co.uk
    26. 26. A new King? Content is King – Bill Gates 01/03/1996
    27. 27. Our mission Integration Emailvision APIs powers smart Emailemail, mobile andsocial campaigns Customer that deliver Intelligence results Custom Applications Custom Apps www.emailvision.com
    28. 28. Global Provider, Local SupportOffices:ArgentinaAustriaBelgiumBrazilCanadaChinaFranceGermanyHong KongIsraelItalyJapanMexicoNetherlandsPortugalScandinaviaSpainSwitzerlandUnited KingdomUSA
    29. 29. ….Our Culture
    30. 30. Why Data is King
    31. 31. Why Data is King
    32. 32. The Power of Knowing Trust Relationship Personal Mutual Knowledge Benefit
    33. 33. What do we Know?● Data ● Customers ● Campaigns and communications ● Products and Transactions ● Media and Content Interactions
    34. 34. 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
    35. 35. Turning Data into Actionable Insight Data Analysis Customer Insight and differentiation
    36. 36. Consumers are struggling with Inboxoverload● 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)
    37. 37. 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
    38. 38. 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
    39. 39. Emailvision “The number one challenge to email marketing effectiveness is targeting customers with highly relevant content” MarketingSherpa‟s 2011 Email Marketing Report www.emailvision.com
    40. 40. Our Survey ‒ Source: Emailvision Customer Survey Nov 2011
    41. 41. Our Survey ‒ Source: Emailvision Customer Survey Nov 2011
    42. 42. Data“Data is not useful until itbecomes information, andthats because data is hardfor human beings to digest”Seth Godin
    43. 43. The Power of Visualisation
    44. 44. The Marketing / IT Divide
    45. 45. Perceptions of each others departments● Marketings perceptions of IT were: ● IT is the department of "no" ● IT doesnt speak marketings language ● IT doesnt understand the need for speed ● IT isnt concerned with the customer● ITs perceptions of marketing boiled down to two: ● Marketing is spin ● Marketers dont care about integration ‒ Source: Forrester Research from www.chiefmartec.com
    46. 46. Business Challenge Marketing IT
    47. 47. How to Develop Insight● Leadership for cultural change● Data, Tools, Process, People…. ● Decisions made from customer data analysis
    48. 48. Value of using insight for TargetingRelevance
    49. 49. Value of Insight“With access to deepercustomer insights, wehave quadrupled ourconversion rate.”Laura HendersonOnline Marketing Manager at Republic
    50. 50. Send Relevant Content to Segments The French guy who likes sports 8 lifestyles 5 languages 2 genders 1 campaignThe English woman who likes fashion The English guy who likes the beach The German guy who likes travel The German woman who likes comfort
    51. 51. The Customer JourneyAcquisition Nursery Active Lapse Dormant VIP Advocat e RFM Segment 1 Lapse Segment 1 RFM Segment 2 Lapse Segment 2 RFM Segment 3 Lapse Segment 3 RFM Segment 4 Lapse Segment 4 RFM Segment 5 Lapse Segment 5
    52. 52. Example Lifecycle Insight Elements Type Insight Element Days since Join Date Acquisition Entry Product Age Band Demographics Email Domain Click Frequency Message Response Behaviour Has Shared to Social Network Post Click Tracking Total Conversion Value Average Basket Spend Days since Last Purchase Date Purchase Behaviour Most Purchased Brand Preferred Purchase Time Total Spend in Last 12 Months Days since unsubscribe Retention Fields Exit Product
    53. 53. Lifecycle Campaign TypesON AQUISITION NURSERY • Welcome • Convert to Subscribed but • Capture data / purchase preferences • Capture data / not purchased preferencesENGAGE RETAIN REACTIVATE • Capture data • Capture data • Win back / preferences / preferences • Transactional • New thank you products / • Cross / up services Purchased sell available • Re-order • Back in stock • Recommend • Rate and a friend / review social referral • Lapse risk • Birthday offers
    54. 54. 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
    55. 55. 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%
    56. 56. Preference Centre - Office ● Customer profile information ● Customer interests by category i.e. Womens and brand ● Update of email and mobile subscriptions ● Enables segmented emails such as new store opening based on customer postcode
    57. 57. Convert to Purchase – Spa Finder Deal All US states One US state Pushed 355,945 Pushed 119,798 Opened 37,174 Opened 26,987 Open rate 10.4 % +117% Open rate 22.53% Click through 11,110 Click through 14,634 Click through rate 3.1% +294% Click through rate 12.22%
    58. 58. Cross / Upsell - Beaute Privee A B E-commerce Sales site C Products eCommerce Database D● 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
    59. 59. Beaute Privee - Cross / Upsell
    60. 60. 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!
    61. 61. 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!!!
    62. 62. Win Back – feelunique.com ● Sent to customers who have not ordered for 3 months ● Free delivery offer ● VIP club
    63. 63. Birthday Emails - FCUK and Dior
    64. 64. Product Review - Filofax
    65. 65. Product Review - Filofax
    66. 66. Recommend a Friend - Hearst Magazines
    67. 67. Recommend a Friend - Hearst Magazines
    68. 68. 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
    69. 69. 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
    70. 70. Client Focused Entrepreneurial PassionatePioneeringTechnology THANK YOU EMAILVISION – STAND E16
    71. 71. London 2012: How to successfully engage with your consumers online in the build up to the Olympics James Murray - Experian HitwiseSponsored by: Organised by:
    72. 72. Address Quality Management - The dos and don’ts of domestics and international address and data quality management Laura Forvague - Capscan LtdSponsored by: Organised by:
    73. 73. Addressing Data QualityThe dos and donts of domestic and international address and data quality management Laura Fovargue – Regional Sales Manager Capscan Ltd
    74. 74. 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
    75. 75. 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
    76. 76. 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
    77. 77. 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
    78. 78. 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
    79. 79. 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
    80. 80. 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
    81. 81. 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
    82. 82. 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
    83. 83. 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
    84. 84. 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
    85. 85. 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
    86. 86. Address & Data Quality Solutions Front-end Touch PointsINCOMING Options for capturing more accurate data in multi-channel management 1) 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 2) 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 3) 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
    87. 87. Address & Data Quality Solutions Existing Data MaintenanceINTERNAL Options for reviewing existing customer information 1) Data Audit – Current Accuracy Levels Data from Acquisitions Prospecting Lists 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 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
    88. 88. 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
    89. 89. Address & Data Quality Solutions Case Study – Forever 21•The Background - Forever 21is a •The Problem - The success of Foreverspecialty clothing and accessories retailer 21‟s new website hinged not only onfor women, men and children with a offering the latest fashions at the rightreputation making the hottest fashion price, but also in making the online experience enjoyable and easy to buytrends available to customers at great from, for the savvy, stylish consumer.value. The company is headquartered inLos Angeles and operates over 480 stores •A crucial part of the online purchasingworldwide. process is making the final transaction at the checkout as simple and•In retail today it is just as important to straightforward as possible, reducing the time it takes to complete the transaction.have strong presence online. According toMintel £4.3 billion worth of clothes werebought over the Internet in 2010, a growth •Forever 21 had a tight schedule and needed a software solution that could beof 152% in the last five years, with over a fully integrated into their ecommerce site,third of consumers having bought in the to ensure every customer address ispast year. rapidly validated at the point of entry.• With the explosion in demand for •Having considered a number of differentconsuming fashion online; a new options, Forever 21 selected Capscan‟secommerce site would be instrumental in web-based address management software – Matchcode Webnet.establishing the Forever 21 brand in theCapscan LimitedUK. in England No. 01183941 VAT No. GB 123 3577 29Grand Union House, 20 Kentish Town Road, London NW1 9BB United KingdomRegistered
    90. 90. 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
    91. 91. 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
    92. 92. 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
    93. 93. 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
    94. 94. 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
    95. 95. 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
    96. 96. 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
    97. 97. 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
    98. 98. 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
    99. 99. 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
    100. 100. Managing Forward: Analytics to understand the multi-channel and multi-device consumer Don Morrison - ForeSeeSponsored by: Organised by:

    ×