FastStats Marketing Database Solution was implemented for mypetstop to consolidate their three identical Access databases into a single SQL Server database with FastStats software. This allowed creation of unique customer IDs, removal of duplicate records while maintaining transactions, and enabled reporting across all locations. The solution was delivered within two weeks, including data cleaning, database design/build, software installation, configuration, testing and training.

1. Cast Study – FastStats Marketing Database Solution for mypetstop
FastStats Marketing Database Solution
Delivered by
In Two Weeks!
The Problem The Approach
mypetstop had three identical Access Gratterpalm brought in specialists
databases in three locations generated by Database Marketing Ltd to design and
their Pet Admin software. Each database build a new marketing database solution
had the same customer ids in common that would merge all three databases
and no easy way of creating reports or together, create a unique range of
analysis for individual locations or across customer ids, clean up any duplicates and
all three. The analysis was needed to deliver back to mypetstop a solution that
derive the Marketing Strategy with their the marketing department would have on
newly-appointed agency Gratterpalm and their desktop. Non-technical users would
to drive the business forward. There was be able to create their own counts,
also some duplication of records identified selections, reports and analysis.
on the system.
The Solution
Database Marketing Ltd first created a Sql Server database to manipulate the data to
create a unique range of customer ids for each location, delete duplicate customer records
but maintain all transactions for the deleted customer ids thus creating a Single Customer
View. All three cleaned databases were merged into one with flags created to enable
analysis overall or by location. This was all done on systems at DBM with the clean
database loaded back to mypetstop. No internal IT resource was needed at mypetstop
other than to setup an automated ftp process to upload the Access databases to a secure
ftp site and then to download the final processed database.
FastStats was chosen as the Marketing Database software and a FastStats database
designed and built. The solution included weekly updates. The FastStats software was
installed and configured at mypetstop Head Office in Leeds and 4 staff members trained in
the use of FastStats.
The whole system, including Sql programming, FastStats design & build, software
installation and configuration, testing and training was completed within two weeks!
“I've been using Faststats for a month now and I'm very impressed with its user-friendly
interfaces, broad range of reports and interactive graphical views. Through interrogating
our previously dormant database on FastStats, we quickly and efficiently gained valuable
knowledge on our customer demographics, spending habits, average length of stay and
most popular service. This information will help us to deliver a more effective, targeted
marketing communication campaign in 2010.“ James Kundi - mypetstop

2. Cast Study – FastStats Marketing Database Solution for mypetstop
Introduction
mypetstop are part of the Mars group of companies. They provide a unique range of pet
services under one roof. From purpose built kennels and cattery which provide world
class boarding for pets to training clubs, grooming, retail and hydrotherapy facilities and
an on-site veterinary practice. There are currently three sites in Leeds, Manchester and
Newcastle.
mypetstop appointed Gratterpalm, a Leeds based specialist retail agency, as their
agency in November 2009 following a four-way pitch. Gratterpalm have been tasked
with developing campaigns to improve usage and loyalty with existing customers,
re-educate lapsed customers and drive awareness with potential new customers.
The agency will drive direct marketing and e-campaigns, oversee creative work for the
mypetstop website and drive all online activity.
During an initial consultation process between mypetstop and Gratterpalm to derive the
high-level strategy it became clear that the reporting and analysis was just not available
on the current systems to provide the information to develop the strategy. There was
no central database but rather three separate Access databases. To get the information
required using the operational system bespoke queries and reports would have to be
written and run in each location. mypetstop do not have in-house programmers or
analysts and use a third-party IT provider so this approach would prove both time-
consuming and expensive. It was also becoming clear that this process would have to be
repeated in the future for any new reports and analysis so it would not give them any
long-term benefit.
It was decided that the best way forward would be to commission the development of a
centralised Marketing Database solution that would enable the marketing department
to develop their own reports and analysis and generally analyse the data themselves.
This would solve the short-term problem and enable them to develop the strategy with
Gratterpalm but also give them ownership of the data within the company going
forward.

3. Cast Study – FastStats Marketing Database Solution for mypetstop
Solution
FastStats is award-winning marketing database analysis software designed to enable
non-technical users to do their own counts, selections and analysis. It is very user-
friendly and allows visualisation of the data. It is also cost-effective and scaleable.
Pet Admin is the operational database used by mypetstop. Separate databases exist at
the three locations in Leeds, Manchester and Newcastle. The three databases have an
identical format and all the key fields in the three databases have the same range of ids
– so there will be a cust_no 1 in each location with 3 different customers. This meant
that there was no single view of all customers and transactions across the three
locations. There was also a certain amount of duplication with the data.
It was decided that rather than trying to immediately clean up the data at source
processes would be set up at DBM to clean up the data, apply unique ids and create a
Single Customer View that would be used to build the FastStats database that would be
delivered back to the marketing department. mypetstop could then assess as a separate
project what would be involved in implementing these processes back into the live
systems.
A Sql Server database was built from the three Access databases. Unique customer ids
were derived by adding a prefix of ‘L’, ‘M’ or ‘N’ to the existing customer id. Duplicate
customers were recognised and the earliest occurrence of customer id was kept, any
other ids were deleted in the customer table and the customer id changed in any
transaction tables. A location flag was added so that the database could be analysed
across all locations or individually.
On a weekly basis the three Access databases are uploaded to a secure ftp server. They
are automatically processed in Sql Server and the FastStats database is built. This is then
zipped up and loaded back to the secure ftp server. This process takes approximately 30
minutes. The zipfile is then automatically loaded back to the mypetstop system in Leeds
and the new data available for the marketing department.