The document discusses the importance of data quality and having a data strategy. It notes that poor quality data can lead to skewed analysis, improper campaign targeting, and wasted resources. It also outlines steps for improving data quality such as data audits, profiling data sources, data cleansing, and establishing business rules for data management. Maintaining high quality data requires both internal processes and leveraging external data services and is a key part of building data as a strategic asset for the business.

1. “ Making your data a strategic asset” Data Quality - The Key to Successful Analytics and CRM Michael Collins BA(Hons), DipM, MCIM, FIDM Managing Consultant - Database Marketing Counsel Visiting University Lecturer in Database Marketing & CRM D ATABASE M ARKETING C OUNSEL

8. Data Quality Quality Data 1 Profile Understanding 2 Audit Qualification 3 Integrate Consolidation 4 Enrich Improvement 5 Monitor Observation 6 Culture Compliance

9. Typical Framework Source A Source B Source C Sources Extract/Transform/Load Processes Operational CRM Campaign Management External Data BI & Visualisation Rules DATA QUALITY

10. Typical Framework Source A Source B Source C Sources Extract/Transform/Load Processes Operational CRM Campaign Management External Data BI & Visualisation Rules QUALITY DATA

12. Sources WARRANTY SURVEYS - Behavioural ENQUIRIES/HELP LINE SALES COMPLAINTS BRANCHES/CHANNELS ACCOUNTS OTHER TOUCH POINTS SMS Social Networking EXTERNAL DATABASE

14. Review Your Scores Business Services Company

15. Compare Your Scores Business Services Company – No. of Employees

16. Typical Framework Source A Source B Source C Sources Extract/Transform/Load Processes Operational CRM Campaign Management External Data BI & Visualisation Rules HIERARCHY

20. Data Report – Logistics Company Example of some of the data irregularities identified – addresses in the name field, addresses and postcodes in the Town field, lower case characters, invalid postcodes etc What lies underneath?

21. Drill Down to Format Data Format No of Records Sample of Data XX## #XX 1203 AB12 3AB XX##X #XX 63 AB12A 3AB XX# #XX 2014 AB1 3AB XXXXX#XXX 1203 ABFDA1ABC Postcode Data Format No of Records Sample of Data ##### ###### 21003 01932 124689 #### ### #### 1095 0115 236 1236 ##### ###### XXXX### 2014 01892 226819 ext.354 XX XXX XXXX 54 Do Not Call Telephone Number

27. External Data Example Company Name Postcode Business Demographics Sec tor Registration Code Advertising spend Job Function Job Title Turnover Product/Service 1. Business demographics: Enhancement /verification 2. PAF data (UK & Foreign) Address verification & formatting 3. Weather/Travel Info Exhibitions organiser 4. Advertising Monitoring Market share, expenditure comparison 5. Sector performance

28. Multi-source: The strength of “blended” data Source A Source B No. of Employees in the company

30. Example of Business Rules

33. Remember the Real World Acquisition Retention Utilisation What is most What is most What is reliable? useful? 80/20 easily available/ done? Costs You cannot do it all overnight Any enhancement to the data must be driven by commercial benefit

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