Addressquality as a prerequisite for centralized
direct marketing




Seite 1   Jan Wilhelm, 14.11.2007
Koelnmesse in Cologne and worldwide




Seite 2   Jan Wilhelm, 14.11.2007
…introducing Koelnmesse

Koelnmesse is a global player in fair business. We are the
matchmaker for a qualified dialog betw...
Koelnmesse marketing core data

Who are the market players in a specific industry on demand and
supply side?
The marketing...
Koelnmesse direct marketing

–         Depending on the country, sector, position and contact
          details, every pot...
Previous process for mailing abroad
                 Koelnmesse                                    Foreign representative
...
challenges


– bad data quality: no data care for returned mailings,
  duplicates
– international rented address pools oft...
Optimising process for mailing abroad
                 Koelnmesse                                  Foreign representative
...
Internet-based KIM: a tool for generating mailings
                                             FR briefing
              ...
German return address




                                      FR letter template
Letter in local
language




FR's signa...
Measuring direct marketing for visitors

                                          fulfillment


                prepare a...
Measuring direct marketing for visitors
                                           Addresses known

                      ...
better data quality and results


– centralized preparation and fulfillment through improved
  data quality
   • less dupl...
Current situation


– international customer data comes in many different files
  and data formats in various levels of qu...
Conclusion

                                                  data service
  customer                         koelnmesse  ...
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Jan Wilhelm Koelnmesse - Address Quality as a pre-requisite for centralised international direct marketing - Data Quality Summit 2008

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Jan Wilhelm Koelnmesse - Address Quality as a pre-requisite for centralised international direct marketing - Data Quality Summit 2008

  1. 1. Addressquality as a prerequisite for centralized direct marketing Seite 1 Jan Wilhelm, 14.11.2007
  2. 2. Koelnmesse in Cologne and worldwide Seite 2 Jan Wilhelm, 14.11.2007
  3. 3. …introducing Koelnmesse Koelnmesse is a global player in fair business. We are the matchmaker for a qualified dialog between target groups. No matter what time, place, media or type of business. We energize your business. Key facts: – 75 international business trade fairs and events – over 80 representatives and 11 subsidiary companies – 44.600 exhibitors and 2,2 millionen visitors each year – 200,6 Millionen € turnover in 2007 – approx. 750.000 Customer Data each year – approx. 5 million CRM driven 1:1 customer contacts each year Seite 3 Jan Wilhelm, 14.11.2007
  4. 4. Koelnmesse marketing core data Who are the market players in a specific industry on demand and supply side? The marketing core data is: – company name, address – personal names – personal contact data – products – sectors – Who is inviting to the fair? / Who is attending ? 1,5 million company profiles with 2,5 million contacts in SAP Seite 4 Jan Wilhelm, 14.11.2007
  5. 5. Koelnmesse direct marketing – Depending on the country, sector, position and contact details, every potential visitor receives 2 direct mails and up to 5 Email newsletter, telemarketing on special target groups if needed – Until spring 2008, fulfillment of international mailings was decentralized for almost all countries – Koelnmesse provides foreign representatives with visitor registration data for direct marketing Seite 5 Jan Wilhelm, 14.11.2007
  6. 6. Previous process for mailing abroad Koelnmesse Foreign representative 1. Composes briefing for the FR (ABC countries, mailing content, budget 2. etc.) Researches addresses and writes an offer 3. Evaluates the offer, approves the budget's purchase requests, dispatches advertising 4. materials to the FR via Fed Ex Rents/purchases foreign mailing lists 5. If possible, compares FR's mailing list with Koelnmesse's main address register, sends 6. mailing list to the FR Composes letter, response element, travel arrangements in local language 7. Oversees printing of mailing elements by local lettershop, purchase of materials, packaging, dispatch 8. 9. Pays invoice Generates invoices, receives response and retoured mails Seite 6 Jan Wilhelm, 14.11.2007
  7. 7. challenges – bad data quality: no data care for returned mailings, duplicates – international rented address pools often unknown – hard to ensure CI on international mailings if fulfillment takes place abroad in 75 different countries – you can’t be to sure if and when a mailing has been sent out – difficult different international customs regulations – expensive shipping cost for advertising flyer – expensive postage charges in some countries Seite 7 Jan Wilhelm, 14.11.2007
  8. 8. Optimising process for mailing abroad Koelnmesse Foreign representative 1. Composes briefing for the FR (ABC countries, mailing content etc.) 2. Researches addresses and writes an offer 3. Evaluates the offer, approves the budget's purchase requests, sends advertising 4. Addresses unknown materials to the FR via Fed Ex Rents/purchases mailing lists impossible to — 5. measure success Compares FR's mailing list with Koelnmesse's main address register, sends 6. mailing list to the FR Composes letter, response element, travel arrangements in local language 7. Major investment of Oversees printing of mailing elements by time and money local lettershop, materials purchasing, (savings potential) packaging, dispatch 8. 9. Pays invoice Generates invoice (only if Point 4 is implemented by the FR) Seite 8 Jan Wilhelm, 14.11.2007
  9. 9. Internet-based KIM: a tool for generating mailings FR briefing User name Foreign Password Rep. DIMA Responsible for: Addresses to Cologne letter template, address comparison , addresses preparation per country, Log-in on the Internet overview of available and entering or change: advertising materials Direct response through DIMA - Letter to the FR or on - Travel offer the Internet - Response Online Mailing preparation: element www.myKoelnmesse.mailingportal - Address overview - Approval FR stationary with German return address and letter Lettershop in Germany in local language Printing Packaging Dispatch Visitor in country XYZ Seite 9 Jan Wilhelm, 14.11.2007
  10. 10. German return address FR letter template Letter in local language FR's signature Seite 10 Jan Wilhelm, 14.11.2007
  11. 11. Measuring direct marketing for visitors fulfillment prepare activity ticket sales (e.g. mailing) via internet planning and budgeting visit to start here ! direct marketing the business fair evaluation of addresses and activities Seite 11 Jan Wilhelm, 14.11.2007
  12. 12. Measuring direct marketing for visitors Addresses known Implementation Prepare mailing Ticket sales More efficient Visitor known sales support by visitor registr./ e-shop/FR portal Requirement: full registration Planning and Visit to Start here ! the event budgeting Evaluation of Address sources and measures optimisation/ optimisation of Measuring success budget use by comparing addresses/visitors Seite 12 Jan Wilhelm, 14.11.2007
  13. 13. better data quality and results – centralized preparation and fulfillment through improved data quality • less duplicates • ensured data care – improved quality of international mailings, CI ensured – cost reduction in postage by use of economies of scales – cost reduction in handling, shipping – closed loop controlling for direct marketing • response rates for every address source and each campaign element • focused selection of new address pools Seite 13 Jan Wilhelm, 14.11.2007
  14. 14. Current situation – international customer data comes in many different files and data formats in various levels of quality (1500 files per year) – no world wide software for address data detection and cleansing could be adapted at decent overall cost so far, still lots of manual work – centralized fulfillment imposes cuts on foreign sales rep revenue, hard to sell on the efficiency argument – not every country suitable for B2B direct marketing (e.g. Asia) Seite 14 Jan Wilhelm, 14.11.2007
  15. 15. Conclusion data service customer koelnmesse process software provider – complete – Rules of data – Rules of data – closed loop – software for address visitor data quality and quality and direct marketing quality: check for registration meta data meta data duplicates, address (online & on – sales funnel and name correction site) – address – first front knowledge quality check – load process – mass data import – use of personal scripts on (address + profile online accounts – direct help supplier side – direct marketing data+ meta data) for visitor campaigns services – frequent & fair – mass data load and feedback – quality update monitoring – data quality scripts – country specific online address templates Seite 15 Jan Wilhelm, 14.11.2007

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