This document proposes a mutualized consumer database called Mutualeez that would allow companies to share and update each other's customer contact information. By pooling data, companies can ensure their information on customers like Mr. X and Mrs. X stays up-to-date as customers move or change details. Mutualeez would cut costs of manual data updates, reduce wasted marketing efforts, and generate revenue by monetizing shared updates. It could also offer extra services like data validation, deduplication, and hosting to further improve data quality for member companies. The project is positioned to leverage the large existing directory databases and data expertise of European Directory Assistance.

1. Don’t just rock
your data.
Mutualeez it !
Dominique Atlan - Laurent Baeke - Alex Gaschard

2. Some examples of one week
• Bank
• Person moved out
9 years ago
• Newspaper
• Person moved
out 2 years ago
• Magazine
• Company moved
out 6 years ago

3. Cost of updating a database
• People tend to move, change email address,
phone number, ….
– If you have 500 000 customers and prospect in your
database
– You need to update info on 100 000 of them annually
– This costs currently easily EUR 1 or more per updated
record
• Imagine… cutting this cost by 80%?
– Less hassle
– EUR 80 000 per year more profit
– or EUR 80 000 extra budget for other investments
Plus higher quality at data-entry, automated validations

4. Cost of using outdated data
• After 2 years, up to 25% of your contacts may
have moved:
– Sending a mailing to 400 000 customers means
missing 100 000 of them
– At EUR 1.00 per letter sent, this means EUR 100 000
wasted
– At a conversion rate of 3% and average spending of
EUR 50, this means EUR 150 000 of missed revenues
• Imagine… recovering more than 80% of those
“lost contacts”?
– EUR 80 000 no longer wasted
– And: EUR 120 000 extra revenues

5. Belgium’s first mutualised
consumer database
(confidential, please do not forward)
In commercial confidence

6. Who is Mr X or Mrs X ?
• Do you know who he or she is?
– Is it a man or a woman?
– What is his name?
– Where does she live?
– What is his email?
– What is her age?
But most Important:
THEY ARE YOUR CUSTOMERS OR
PROSPECTS !!

7. Be sure to reach Mr X or Mrs X
• 1% of your customers are “dream customers”:
they purchase from you spontaniously
• 99% of your customers need a little push to buy
from you, or buy more from you
=> ADVERTISING
• Fact: one-to-one direct marketing is expensive,
but most effective way of advertising if your
message does reach Mr. X or Mrs. X

8. Who knows Mr X or Mrs X?
• Mr X or Mrs X is a customer of not one
single company, but of numerous
companies:
– Buys his groceries at Felhaize..
– Takes fuel at Mexaco…
– Subscribes his landline at Delgacom…
– Subscribes his mobile line at Tobistar…
– Watches television via Selenet…
– Drives a CMW…
– Goes on vacation with Club Fed…
– etc…

9. Mr. X or Mrs X is a customer of
numerous companies
• Common customer: Jean Dupond is present is all 3 databases, but some base
information is conflicting
• Conflicting information: the last update of the DNAC database indicates that Jean
Dupond moved to a different address and has changed his email address
In commercial confidence

10. “L’union fait la force / Eendracht
maakt macht”
• Each company knows Mr X or Mrs X a little bit:
– Felhaize may know his birth date, his address
– Delgacom may know her address, her phone number
and the name of her husband
– While DNAC may know his email address
• Not a single company has all the up-to-date
information, and hence every company has some
blanks to fill & some old information to update
All companies together have the complete and up-
to-date picture and really know Mr X or Mrs X
That’s where Mutualeez comes in …

11. Mutualeez, excellence in your Data
Quality !
1. Community-based Data Quality:
• Keep your data fully up-to-date
• Fill in the blanks
• Earn money on your updates
2. Related services:
• Reduce data entry mistakes and costs
• Email validation and correction
• Normalisation, duplicate detection and
merge/purge

12. Mutualeez keeps your data fully up-
to-date
• As long as Jean Dupond remains at his current
address, all companies having his details may
enjoy a 1-to-1 direct marketing relationship with
him
Felhaize DNAC
1-to-1 1-to-1
relationship relationship
1-to-1
relationship
1-to-1
CMW relationship Felgacom

13. Mutualeez keeps your data fully up-
to-date -2
• But… as soon as Jean Dupond moves to a different
location and only tells for instance Felhaize, then all
other companies loose -at least for a few months-
(part of) their relationship with him
Felhaize DNAC
1-to-1
relationship 1-to-1
relationship
1-to-1
relationship
1-to-1
CMW relationship Felgacom

14. Mutualeez keeps your data fully up-
to-date -3
• Stop wasting time and money on updating contact
information on your existing customers and
prospects: use the Mutualeez community to always
stay up-to-date:
– Be informed when someone moved
– Always have the correct email address at hand
– Avoid costs and loss of reputation (spam) by using
outdated data
– Be remunerated when you give updates to the
community
– Get updates on your own data for close to free
Today, you hope to have the correct information.
Thanks to Mutualeez you know you always have it.
In commercial confidence

15. Mutualeez fills in the blanks
• Enrich with extra contact
information: use the Mutualeez
community to fill-in missing or
wrong information:
– Full name and address info
– Email (validation & update)
– Phone numbers (if public)
– Age
– Gender

16. Mutualeez fills in the blanks -2
• Thanks to Mutualeez, you can:
– Save money since collecting extra base
information becomes simple and
automated
– Contact your customers in multiple ways
thanks to the presence of accurate postal
information, email & phone
– Avoid embarrassing mistakes like having
misspelled names or addressing a woman
with “dear Sir”

17. Mutualeez community: summary
Partner’s CRM databases
Community
Delgacom database
C RM
Updat
es
Felhaize
All
CRM
DNAC data
CMW
Etc…

18. 3. Extra services to enhance data quality
• Reduce mistakes and costs at data entry:
– In Call centers, up to 25% of new customers are lost
because of wrong coding of name and address info
– Up to 60% of shoppers leave an e-shop with a full
basked
– Adding data verification tools sharply reduces the
chance of errors, and hence retains customers
otherwise lost
– Adding data entry tools sharply reduces the time
needed to complete a registration, hence reducing
costs or customers walking out without purchase
In commercial confidence

19. 3. Extra services to enhance data quality -2
• Bulk email verification:
– Email senders who use a lot of outdated emails
tends to get marked as “spammers”
– Result: part of your emails never reach the
intended people, leading to loss of revenues,
– Validating email addresses before sending
sharply reduces the chance that your mails are
blocked as spam
– A minimal investment to kick out invalid emails,
and even rectify mistakes in otherwise valid
emails
In commercial confidence

20. 3. Extra services to enhance data quality - 3-
• Normalization and Deduplication:
– Double entries in a CRM system lead to sending
out a Direct Mail twice (or more):
• More expenses
• Less revenues, as receiving a mail twice leads to a
lower conversion rate
– Not-normalized data filled with doubles makes
data analysis difficult and unreliable
– A small investment to eliminate doubles and
retain normalized data ready for analysis
In commercial confidence

21. Mutualeez – future projects
1. Data hosting:
• Sophisticated analysis tools at affordable pricing
• Cut your IT budget by benefitting from external Hosting
excellence
• While keeping full control of your CRM data
2. La “Carte Mut” / de “Muta kaart”:
• One card and login for identification on websites, in
shops, to find fidelity program, ….
• An incredible time (and hence money-) saving to
register new people
• The “commercial” ID card for people

22. Mutualeez: powered by?
• Realizing such a project requires:
- Strong experience with processing and pooling
huge data files
- Expertise on data quality from data-entry to
data-maintenance
- Proprietary and state of the art technology
European Directory Assistance
masters all above processes
since 2004

23. EDA’s existing directory databases
Operators’s basic data
Aggregated directory End-products
database
1212 &1313 directory
Belgacom
enquiries
> 6.5 de1212.be & le1313.be
Telenet
million online directories
Belgian
records
Tele2 1212 & 1313 apps
iOS & Androïd
Base
Formular1 professional
services
Mobistar
Telefonica
Voo
Telefonica
Source 1 Source 2 Source3 Etc...
Etc... Third-party sources for enrichments

24. Any questions ?
info@mutualeez.com
twitter.com/Mutualeez