A Presentational Synopsis in Brief of the Business Performance Index Project explaining the Key Drivers for the Project: Data Quality, Data Stewardship, Data Integration and its impact in delivering Added Value via an Advocay Model and the establishment of Communities of Practice

1. Business Link Northwest’s Business Performance Index:
A Project Timeline – Rationale, Key Stages & Business
Benefits
Ged Mirfin,
Chief Data Officer,
Business Link Northwest

2. Agenda
• Knowledge Stewarding
• Data Stewardship
• Project: Key Stages
• BPI: Key Features, Business
Benefits & Achievements

3. Knowledge Stewarding: Placing Knowledge at the
heart of Business Link’s activities improves
operational delivery
Customer Data
-Dissemination and -High Quality Data
Storage of Searchable and Ensures Improved
Highly Accessible Customer Insight &
Information Content Ability to Deliver
Assists in the Building of Targeted Marketing
On-Line Communities
Knowledge
Willing to Exchange
More Invasive Information Stewarding
on themselves
Knowledge -Contextually Relevant Issue- Targeted
Transfer & Based Messaging Increases Marketing
Management Responsiveness

4. Data Stewardship
Creation of a formalised management
structure including systems,
processes and the establishment of
standards. Accountability for the
processing of data throughout the
business was designed to increase
operational effectiveness, promoting
“data” and its use into a highly valued
“strategic asset”

5. Placing Data at the heart of BLNW activities improves
operational effectiveness
Data Stewardship
-Structures and -Data Governance
Processes for – Ensuring Data
Management & Quality, Data
Storage of Data as Acquisition,
Data Reporting & Data
a Strategic Asset
Protection
Team
Data -Maintaining Data Integrity & Data
Strategy Measuring Data Quality TQM

6. BLNW Business Timeline
BLNW Opens
Doors – 01st Apr
2007
CRM 3 – Powerful Engine.
Huge Development
Installation
Microsoft CRM 3
Potential. Vanilla Version No
May to Jul 2007 Customisation.

7. BLNW Business Timeline
BLNW Opens
Doors – 01st Apr
2007
Data Import into CRM -
manually fills the
system with very poor
quality & aged data
from legacy systems.
Installation Manual Import, De-
Microsoft CRM 3 Duping & Merging of
May to Jul 2007 Legacy Data from Sub-
Regional Business Links
Jul to Sept 2007

8. Merging of Sub-Regional Business Link Data

9. Merging of Sub-Regional Business Link Data
-BL Manchester
Universe of Company
Data
-600k

10. BLNW Business Timeline
“Cleansing”, Further
BLNW Opens De-duping &
Doors – 01st Apr Appending of Third
2007 Party data - Oct to Dec
2007
Poor implemented “Data
Cleanse” project results in the
overwriting of current data with
Installation Manual Import, De-
Microsoft CRM 3 Duping & Merging of
even older data affecting CRM
May to Jul 2007 Legacy Data from Sub- system and hampering
Regional Business Links operational performance
Jul to Sept 2007

11. Manual Data Merging & De-Duplication….Substantially
reduced the Size of the Universe!
-Confidence
in Data
-BL Northwest Quality was
Universe of Low!
Company Data
600k
350k
Merge and De-Dupe
600k Records 350k Records

12. “Data Cleanse” by Third Party Results in Overwriting of CRM
Data with Aged Out-of-Date Data:
CRAP it wasn’t! – Universe Shrinks Further
350k
C = Consistent A = Accurate
R = Recent -BL Northwest P = Populated
Universe of
Company Data
130k
CRAP IN however results in
CRAP OUT

13. “Business users are rightly
intolerant of new systems
that are delivered filled with
rubbish data and may even
fail to adopt the system. It’s
like investing in a new sports
car, filling it with the oil and
fuel drained from your old
vehicle, and then wondering
why it fails to perform as it
did on the test drive.”
(Source: PricewaterhouseCoopers)

14. The Quality Scores for our “Best” Data
(Intensive Assist) was not high!
• 57.04% of Company Names
and Addresses were Incorrect.
• Lower than Average Address
Verification 47.03% - Average
for “Clean Data” c.65%.
• Premise Level Verification
means Business Addresses
could not be absolutely verified
– we knew the building, site or
business park but not their
exact location.
• We could not be sure our
Direct Mail was reaching its
intended audience – high
volumes of returned mail.

15. Quality Barometer
• Clean Data from Experian’s Data Barometer
National Business Database Data Accuracy
Population Rate of Business Critical
Data
dramatically improved the
Traffic
Population Rate and Quality % Light Comment % Traffic Light Comment
of the record set 100% 100%
95% 95%
• Massively reduced no. of
Impact Appending Experian Data
90% 90%
unknowns improved BLNW’s
Impact Appending Experian Data
85% 85%
ability to report on a much 80% 80%
larger data population 75% 75%
70% 70%
• Experian’s NBD allowed 65% 65%
BLNW to contextualise 60% 60%
internal performance against 55% 55%
all businesses within NW 50% 50%
Region 45% 45%
40% 40%
• This allowed BLNW to
Existing Data
35% 35%
accurately measure Business
Existing Data
30% 30%
performance across the
25% 25%
region and highlight issues &
20% 20%
concerns or areas of regional
15% 15%
best practice.
5% 5%

16. BLNW Business Timeline
“Cleansing”, Further Building of Data
De-duping &
BLNW Opens
Appending of Third Warehouse to separate
Doors – 01st Apr
2007 Party data - Oct to and report on new data
Dec 2007
delivers highly functional
web accessed granular
reporting capability
Installation Manual Import, De- Commenced
Microsoft CRM 3 Duping & Merging of building Data
May to Jul 2007 Legacy Data from Sub- Warehouse to
Regional Business Links separate New
Jul to Sept 2007 from Legacy
Data Jan 2008

17. BLNW Business Timeline
“Cleansing”, Further Appointment of Experian as Data
De-duping & Management Services Supplier.
Appending of Third Detailed Health-Check and Profiling
Party data - Oct to of Intensive Assist Data - Feb 2008
Dec 2007
Lack of clean up-to-date
prospect marketing data
Manual Import, De- Commenced begins to impact on BLNW’s
Duping & Merging of building Data ability to meet penetration
Legacy Data from Sub- Warehouse to targets: Initial Solution
Regional Business Links separate New
Jul to Sept 2007 from Legacy favoured: Creation of Pool
Data Jan 2008 “Look-A-Like” Prospect Data
that would convert into
Intensive Assists

18. BLNW Business Timeline
“Cleansing”, Further Appointment of Experian as Data
De-duping & Management Services Supplier.
Appending of Third Detailed Health-Check and Profiling
Party data - Oct to of Intensive Assist Data - Feb 2008
Dec 2007
Integrate CRM Data with NW
Segment of Experian NBD
Commenced giving access to detailed
building Data financial info, Yell, Thomson,
Warehouse to Commercial Mosaic allowing
separate New
from Legacy BLNW to scientifically segment
Data Jan 2008 data at a very granular level

19. Communicating the Benefits of Data as a
Corporate Asset – the Advocacy
Approach
“Selling the vision for data for the
business going forward.”
• Evangelical approach to the
adoption of Data internally by
publicising Data Issues
• Developing effective working
relationships with key data users
and the ICT team to develop
performance management
solutions.
• Actively pursue collaborative and
cohesive working relationships with
all internal personnel.

20. -Business Link North West Strategy statement
2008/09.
• Objective 3 of 5
• “To be recognised as the leader on regional
business intelligence”
• Objective 5 of 5
• “To play a vital role in informing business support
policy making”

21. History of the BPI

22. We incorporated Business Link universe and
Experian’s National Business Database into the BPI

23. We incorporated Business Link universe and
Experian’s National Business Database into the BPI
Section of database
unique to Business
Link – Lifestyle and
Grey economy -Consolidates North
businesses
West Business
-19k -111k Universe
-406k

24. We incorporated Business Link universe and
Experian’s National Business Database into the BPI
-Consolidates North
West Business
-19k -111k Universe
-406k
Of 150,000 Additional Penetration Impacts Added to CRM over
last 18 Months – increasing size of CRM Universe to 280,000
Records, 120,000 were part of
Experian Prospect Universe (80%)

25. BLNW Business Timeline
Appointment of Experian as Data Building Web-
Management Services Supplier. Accessed Data
Detailed Health-Check and Profiling Reporting
of Intensive Assist Data - Feb 2008 Dashboards &
ExtraNet Jun to
Jul 2008
Decision taken to Development of Extra Net
integrate CRM Data with Capability Accessible by
NW Segment of Experian Partners. Phase 1: Static User-
NBD giving access to defined Reports downloadable
detailed financial info,
in Pdf Format. Phase 2:
Yell, Thomson,
Commercial Mosaic Dynamic Drill-down Dashboard
allowing BLNW to Reporting facility accessible
segment data in a over the Web within a Citrix
scientific manner at a very Server Operating Environment.
granular level

26. Business Performance Index Reporting
•First Phase
• Business Objects utilised to build a suite of reports
• Bursting routines produce Acrobat pdf versions of
these suites aimed at the various target audiences:
- Sub-Regional organisations
- Local Authorities
- Others
• Sharepoint used as the delivery vehicle
• Advantages
- Easiest method for a quick, consistent delivery
- Limits reliance on Business Objects licenses
- Very secure

27. How Can We Rapid
The Help? Response Framework
Complex Data Analytics
to provide Partners with
very detailed information
Complexity of Query
Simple phone Hotline to
service requests for Data
Web Enabled multi partner
from Business Support
access to BLNW Database
Agencies
through Extranet facility
Business Link Involvement

28. Key Attributes of BLNW’s Business
Performance Index Data
 “Real time” Business data - updated monthly
 Is the first (B2B) business profiling system in the public sector
 Using Commercial Risk Data allows BLNW to identify, track & monitor
struggling Businesses
 BLNW’s BPI Data is the hub at the heart of a Shared Intelligence Network
accessible by Partners
 The Rapid Response Framework: 3 Level Response to the Current
Economic Climate:

29. Key Stakeholders
Marketing Operations Executive Cluster Orgs. NWDA
Build increased Improve take-up Meeting of Make definitive Provision of
penetration of intensive Strategic pronouncements relevant and up-
amongst assists for Priorities: To be about the to-date
service users Broker Team by recognized as effectiveness of information on
through increasing lead the leader on BLNW services emerging
delivered to the business trends
improved generation regional
NW Business allowing the
segmentation business
Community NWDA to service
and targeting intelligence and including requests from
playing a vital Membership & Government,
role in Cluster Orgs, Political Parties
informing Local Councils, & Lobbying Orgs
business Politicians &
support policy Opinion Leaders
making
“Advanced “Vastly “Delivering “Sharing of Key “One Version of
Customer Improved Lead Strategic Data across the the Truth”
Segmentation” Quality” Priorities” Region”
INTERNAL The Business Support Environment EXTERNAL

30. Impact Analysis – Key Achievements to Date
• Marketing: Dramatically Improved Response Rates from Direct Marketing Activity
• Has allowed BLNW to Build increased penetration through improved segmentation and targeting
• Achieved 14.29% conversion rate rate from Large Scale Direct Mail Activity (35,000) – c.5,000 new users over a 2 Month period
• Operations: Has given Adviser Teams Access to High quality Leads in Increased Volumes
• Has Improve take-up of intensive assists for Broker Team by increasing lead generation – Diaries of Advisers full
• Access to a Much Wider Universe of Businesses than previously allowing BLNW to widen the net
• Executive: Strategic Priorities: Recognized as the leader on regional business intelligence and playing a vital role in informing
business support policy making
• Enhancement both Reputation and Policy Influencing Role of BLNW within Business Support Community
 Business Support Community Partners & Stakeholder Orgs: Has allowed BLNW to Make Definitive Pronouncements about the
effectiveness of its Services to the NW Business Community including Membership & Cluster Orgs, Local Councils,
Politicians & Change Architects
• Has allowed BLNW to contextualize the impact of its service delivery with robust evidence
• Benchmarking effective performance and identifying gaps
• In return has allowed Business Support Community Partners & Stakeholders to consider their own activity whilst providing
effective specific Business Support in their Geography/Sector
• Northwest Development Agency: Provision of relevant and up-to-date information on emerging business trends allowing the NWDA to
service requests from Government, Political Parties & Lobbying Orgs
• BLNW Data recognized as the Primary Source of Business Intelligence in the Northwest Region
• Creation of Rapid Response Framework with BLNW Data Warehouse(s) at Core
• Delivery of Strategic Business Trend Data to Key Decision-Makers have become Key Forecasting Indices
• Data at this level of granularity is available to no other RDA