Optimizing business processes

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Use teh WDM Belgium keys to optimize your business processes

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Optimizing business processes

  1. 1. Optimizing business processes
  2. 2. The questions : <ul><li>What are the main questions the sector has to answer? </li></ul>How many customers do I have? Who are my most valuable prospects ? How many unique customers and prospects do I have ? Who are my customers ? Are their data correct ? How can I obtain the new address from my moved customers ? Do my customers buy more than one product ? Do I have a high penetration rate within my customer’s household ? When do my customers buy which products ? What are the moments of truth ? Where can I find other valuable customers ? How can I know which customers have moved to a new address? Are my customers loyal ?
  3. 3. A company concern … PROCESS Company Departments Could I have a list of the best prospects for my new products? How many customers do I have? How many prospects do I have? What are the moments of truth? Are their data correct? How can I obtain their new address? Which profile do they have? How can I integrate the internet users? Can I obtain all the phone numbers of the attendees to the last event? Where can I find valuable prospects? Are the data up-to-date? Who are my customers? How can I merge those files? IT Marketing Legal Financial Sales INTERNAL DATA
  4. 4. A company concern … IT Marketing Legal Financial Sales INTERNAL DATA PROCESS NEED FOR ACCURATE, RELIABLE, COMPLETE, COVERING AND UPDATABLE DATA BUT ALSO … FOR A SIMPLE USABLE PROCESS
  5. 5. How can the sector tackle this challenge? DATA PROCESS Usable for all purposes and stable in time The WDM Belgium keys Individual key Household key Geographical key Accurate, reliable, complete, covering and updatable data in order to: - enable the contact identification - optimize the customer analysis - ease the customer follow-up - increase the loyalty rate - enable the set-up of cross-sell action - Single customer view - Single household view
  6. 6. The Keys : a way to optimize the internal processes Household or unique id linked to a group of persons and independent of an address. The household key is stable as long as the group of persons stays together. Individual or unique id linked to a person, independent of an address and stable in time. Geographical or unique id linked to a geographical unit e.g. the street, the neighborhood, …
  7. 7. The WDM Belgium keys: what ? <ul><li>The WDM Individual Key </li></ul><ul><li>or unique id linked to a person, independent of an address and stable in time. </li></ul>Maria Dupont Beertsestraat 45, 1500 Halle CURRENT ADDRESS Maria Dupont Ijzerstraat 5, 1040 Brussel OLD ADDRESS 5VAE2 5VAE2 Maria Dupont Beertsestraat 45, 1500 Halle 5VAE2 Maria Dupont Ijzerstraat 5, 1040 Brussel
  8. 8. The WDM Belgium keys: what ? <ul><li>The WDM Household key </li></ul><ul><li>Unique id linked to a GROUP of persons and independent of an address </li></ul><ul><li>• The Household key is stable in time as long as the group of persons stays the same </li></ul><ul><li>• When something changes in the group of persons (new birth, a child leaves the house, ...), the Household key will change </li></ul>Maria Dupont Beertsestraat 45, 1500 Halle CURRENT ADDRESS Jan Peeters Beertsestraat 45 1500 Halle <ul><ul><li>CURRENT </li></ul></ul><ul><li>ADDRESS </li></ul>9FB4T 5VAE2 1VRL3 5VAE2 9FB4T Maria Dupont Beertsestraat 45, 1500 Halle 1VRL3 9FB4T Jan Peeters Beertsestraat 45 1500 Halle
  9. 9. The WDM Belgium keys: how? <ul><li>Identification & qualification </li></ul>RECORD Maria Dupont Ijzerstraat 5 1040 Brussel * * Surname: S = same as input Firstname: S = same as input Birth date: E = input empty, can be enhanced Address: M = Mover detection, new address can be delivered Ponderation 80 5VAE2 Maria Dupont Ijzerstraat 5 1040 Brussel Identification 5VAE2 SSEM-80 Maria Dupont Ijzerstraat 5 1040 Brussel Qualification WDM Belgium Reference files Gones Move Flows Actives ? Maria Dupont Beertsestraat 45, 1500 Halle CURRENT ADDRESS Maria Dupont Ijzerstraat 5 1040 Brussel OLD ADDRESS
  10. 10. Qualification code Code Description Surname Firstname Birth date Address S Same as Input 20 20 20 40 C Correction Char/Letter/Phonetical Difference 15 15 15 30 C>F Correction (max. 1 letter on phonetic key >4) 15 15 C>L Small correction (upper/lower, accent, blank) 19 19 C>H Correction (initial-first name) 10 15 C>W Correction (word found within) 15 15 25 I Inversion of Name-First name 15 15 D Different 5 5 5 20 M Identified Mover (old & new address known) 30 P Prison 500 G Gone 0 0 0 999 E Input Empty – Element found 10 10 10 X Input Empty – Element not found 10 10 10 5 N Not Found – Input Not Empty 0 0 0 0 Z Not available orig orig orig orig
  11. 11. The WDM Belgium keys : what ? <ul><li>The WDM Geographical Key </li></ul>Beertsestraat 45, 1500 Halle Description Postal code Unique codification referring to a geographical area to facilitate the mail distribution 1500 NIS5 unique identification of a town or city 23027 NIS6 letter which indicates the historical administration circumscription 23027A NIS9 unique identification of a neighborhood 23027A091 SID unique identification of a street within a postal code 009959 Street segment unique identification of a street within a neighborhood 009959 23027A091 SID + House number unique identification of a building 009959 + 45 XY coordinates Geographical position of a street X   139732.97     Y   157989.89
  12. 12. The WDM Belgium Keys: summary Zipcode – 1.146 NIS 5 - 589 NIS 6 – 2.678 NIS 9 - 20.000 Street id - 148.000 Street segment - 160.000 Street id + House nr (SID + Snum) – 3.448.433 Households - 4.400.000 Individuals - 10.666.866 Maria Dupont Beertsestraat 45, 1500 Halle 1500 23027 23027A 23027A091 009959 009959 23027A091 009959 45 9FB4T 5VAE2
  13. 13. Example of use Ind: 5VAE2 HH: 9FB4T Ind: 5VAE2 HH: 9FB4T NIS9: 23027A091 NIS9: 23027A091 23027A091 Social Class A 9FB4T Family typology: T06 ( families with adolescents) 9FB4T Jan Peeters – 02/09/1950 Maria Dupont - 15/12/1959 5VAE2 Maria Dupont Birthdate: 15/12/1959 Segment: AA Last Purchase: 10/05/2009 Geographical enhancements Customers DB WDM Belgium Referentials WDM Belgium Reference files Maria Dupont Beertsestraat 45 1500 Halle 15/12/1959 Ind Key: 5VAE2 HH key: 9FB4T NIS9: 23027A091 Input Output
  14. 14. Advantages of the keys <ul><li>Secure, precise and unique individual identification </li></ul><ul><ul><li>Gives you a very high level of security in the identification </li></ul></ul><ul><li>Ease of use : </li></ul><ul><ul><li>Facilitates the exchange of information between files </li></ul></ul><ul><ul><li>Eases the enhancements </li></ul></ul><ul><ul><li>Increases speed of treatments </li></ul></ul><ul><li>And this for the entire company … </li></ul>
  15. 15. Applications Marketing Finance IT Sales Operations Management Customer Identification Single Contact View Customer & Prospect Insight Easy Deduplication Automated Event Alert Optimizing Data Entry Single Household View Prospect Optimalization Optimizing Multi-media Communication WDM Key Single Customer View
  16. 16. Single Customer View (1/2) <ul><li>Gives you a unique view on how many </li></ul><ul><li>UNIQUE and DIFFERENT customers you have </li></ul><ul><li>Benefit ? </li></ul><ul><ul><li>Everyone in your company will deal with the same and unique information </li></ul></ul><ul><ul><li>Better « knowledge » of your customer base </li></ul></ul><ul><ul><li>Cost reduction : you only send one communication per customer </li></ul></ul><ul><ul><li>Image improvement : each customer receives a specific communication only once </li></ul></ul><ul><ul><li>Better commercial approach </li></ul></ul><ul><ul><li>… </li></ul></ul><ul><li>How ? </li></ul><ul><ul><li>For each customer record identified in the WDM Belgium reference file, you will receive an individual key which is unique per individual and independent of an address. </li></ul></ul><ul><ul><ul><li>A same person at two different addresses gets the same individual key </li></ul></ul></ul><ul><ul><ul><li>A woman with her maiden name or with her married name will also receive the same individual key </li></ul></ul></ul>
  17. 17. Single Customer View (2/2) DB1 DB2 DB3 PROCESS Customer Data Integration Maria Dupont Ijzerstraat 5, Hoeilaart M Dupont, 1968/02/24 Beertsestraat 45, 1500 Halle Maria Dupont, 1968/01/10 [email_address] Customer DB 5VAE2 Maria Dupont Ijzerstraat 5, Hoeilaart M Dupont, 1968/02/24 Beertsestraat 45, 1500 Halle ER9CL Maria Dupont, 1968/01/10 [email_address]
  18. 18. Single Household View (1/2) <ul><li>Gives you a unique view on how many UNIQUE households you have </li></ul><ul><li>Benefit ? </li></ul><ul><ul><li>Better « knowledge » of your customer base </li></ul></ul><ul><ul><li>Better targeted cross-sell actions </li></ul></ul><ul><ul><li>Cost reduction : one communication per household </li></ul></ul><ul><ul><li>Image improvement </li></ul></ul><ul><ul><li>Better commercial approach </li></ul></ul><ul><ul><li>… </li></ul></ul><ul><li>How ? </li></ul><ul><ul><li>For each record identified in our reference file, you will receive a household key which is unique per household and independent of an address. </li></ul></ul><ul><ul><li>The household key is based on the WDM Belgium knowledge and refers to a group of persons. As long as the group of person stays together, the household key does not change. If the group of person changes (new birth, decease, …) the household key will change. </li></ul></ul>
  19. 19. Single Household View (2/2) PROCESS Customer Data Integration Customers DB GOLDEN NEW INACTIVE LAST YEAR Maria Dupont, Ijzerstraat 5, 1560 Hoeilaart Jan Peeters, Stationstraat 6, 1970/12/25, Mechelen Maria Janssens, Bergstraat 134, Antwerpen 5VAE2 Maria Dupont, Ijzerstraat 5, 1560 Hoeilaart 9FB4T ER9CL Jan Peeters, 1970/12/25, Bergstraat 134, Antwerpen K8V72 2F5UY Maria Janssens, Bergstraat 134, Antwerpen K8V72
  20. 20. Single Contact View (1/3) <ul><li>Make the link between your prospect files </li></ul><ul><li>and your customer files </li></ul><ul><li>Benefit ? </li></ul><ul><ul><li>Prevents you from sending a prospection communication to a customer : increase your company image, reduce your costs </li></ul></ul><ul><ul><li>Gives you a correct view on your unique and effective contacts regardless the communication channel you use </li></ul></ul><ul><ul><li>Gives you knowledge on the conversion rate of your prospects (evaluation of the communication channel, …) </li></ul></ul><ul><ul><li>… </li></ul></ul><ul><li>How ? </li></ul><ul><ul><li>Every incoming contact, regardless of the communication channel used, and every customer record receives a key (individual and household). </li></ul></ul><ul><ul><li>Based on the key you can then automatically make the link between the contacts and the customers. </li></ul></ul>
  21. 21. Single Contact View (2/3) PROCESS Customer Data Integration Maria Dupont Ijzerstraat 5, Hoeilaart Jan Peeters, 25/12/1970, Bergstraat 134, Antwerpen Jan Peeters, 25/12/1970 2800 Mechelen [email_address] Call Center Peeters, Bergstraat 134, 2000 Antwerpen Internet Customers DB Forms ER9CL OJ4ET 5VAE2 9FB4T 3TX81 K8V72 Maria Dupont Ijzerstraat 5, 1560 Hoeilaart Jan Peeters, 25/12/1970 2800 Mechelen j.peeters@skynet.be Jan Peeters, 25/12/1970 Bergstraat 134 2000 Antwerpen
  22. 22. Single Contact View (3/3) K8V72 2F5UY ER9CL K8V72 K8V72 Maria Janssens, Bergstraat 134 Jan Peeters Bergstraat 134 Antwerpen Customers DB Maria Janssens, Bergstraat 134, Ind. key: 2F5UY, HH key: K8V72 Jan Peeters, Bergstraat 134, Antwerpen, Ind. key ER9CL, HH key: K8V72 Prospect DB
  23. 23. Optimizing Data Entry (1/2) <ul><li>Will allow you to control the quality of the information </li></ul><ul><li>before you integrate it into your database </li></ul><ul><li>Benefit ? </li></ul><ul><ul><li>Every user in your company will always use up-to-date information </li></ul></ul><ul><ul><li>Improves your image </li></ul></ul><ul><ul><li>Avoids the creation of doubles </li></ul></ul><ul><ul><li>Gives you a better view on your contact database </li></ul></ul><ul><ul><li>… </li></ul></ul><ul><li>How ? </li></ul><ul><ul><li>WDM Belgium will check the input information before its integration in your database </li></ul></ul>
  24. 24. Optimizing Data Entry (2/2) Customers Database Customer data Integration B Bertrant, Izerstrt 5, 1560 Hoilart, 02/7654321 Call Center B Bertrand [email_address] 24/02/1968 Internet Mme Bertrand, Ijzerstraat5, 1560 Shops B Bertranus, Ejzaerpleintje 8, 1560 Forms 7D2V8 16534 5 B Bertrand, Ijzerstraat 5 1560 Hoeilaart 02/7654321 7D2V8 B Bertrand [email_address] 24/02/1968 7D2V8 16534 5 Mme Bertrand, Ijzerstraat 5, 1560 Hoeilaart 16534 8 B Bertranus, Ejzaerpleintje 8, 1560
  25. 25. Customer Identification (1/3) <ul><li>Will help you to identify the potentially high risk customers </li></ul><ul><li>Benefit ? </li></ul><ul><ul><li>Helps identifying the potential fraud attempt </li></ul></ul><ul><ul><li>Increases your margin </li></ul></ul><ul><ul><li>Decreases your risk </li></ul></ul><ul><ul><li>Better segmentation </li></ul></ul><ul><ul><li>Precise personalization </li></ul></ul><ul><ul><li>… </li></ul></ul><ul><li>How ? </li></ul><ul><ul><li>WDM Belgium will compare your customer information (name – first name – birth date and address) with its referentials and will provide you with a quality score which will help you to identify unwanted customers. </li></ul></ul>
  26. 26. Customer Identification (2/3) 5VAE2 * Surname: S = same as input Firstname: S = same as input Birth date: S = same as input Address: M = Mover detection, new address can be delivered 5VAE2 Maria Dupont Beertsestraat 45, 1500 Halle TOP CUSTOMER Top Customer Bad Payers Return to sender New Customers Customer Universum WDM Belgium Reference files Maria Dupont Ijzerstraat 5, Hoeilaart Ind Key: 5VAE2 Mask: SSSM *
  27. 27. Customer Identification (3/3) ER9CL Jan Peeters Bergstraat 134 Antwerpen BAD PAYERS Customer Universum ER9CL * Surname: S = same as input Firstname: W = word found within input Birth date: E = input empty, can be enhanced Address: C = correction of house number needed WDM Belgium Reference files Janis Peeters Bergstraat 132 Antwerpen Ind Key: ER9CL Mask: SWEC * Top Customer Bad Payers Return to sender New Customers
  28. 28. Customer & Prospect Insight (1/5) <ul><li>Will improve your marketing knowledge </li></ul><ul><li>on your customers & prospects </li></ul><ul><li>Benefit ? </li></ul><ul><ul><li>Better knowledge of your customers and prospects </li></ul></ul><ul><ul><li>Better targeted and more relevant campaigns </li></ul></ul><ul><ul><li>Increases the fidelity </li></ul></ul><ul><ul><li>Allows strategic segmentation </li></ul></ul><ul><ul><li>Reduces the cost </li></ul></ul><ul><ul><li>… </li></ul></ul><ul><li>How ? </li></ul><ul><ul><li>Thanks to the keys (individual and/or household), WDM Belgium will be able to enhance rapidly your data with any information available in the WDM Belgium’s reference file : number of persons in the family, Mosaic typology, birth date, profession information, lifestyle clusters, … </li></ul></ul>
  29. 29. Prospect Insight (2/5) Enhancement keys Individual Key / Household Key / ... Customers / Prospects Customers Database WDM Belgium Reference files
  30. 30. Prospect Insight (3/5) Enhancement relevant variables Keys + other variables Keys Enhancement relevant data set Keys + Keys Customers Database WDM Belgium Reference files Relevant data set Customers Database WDM Belgium Reference files
  31. 31. Data set of geographical information: variables versus level (4/5) Variables / level Address Street segment Neighborhood Locality City Postal code Type of building x x x x x x Streetcode x x x x x x Housenumber x x x x x x Postal code street x x x x x x Locality x x x x x x City x x x x x x Number of inhabitants x x x x x x Number of men / number of women x x x x x x Number of adults x x x x x x Number of children x x x x x x Number of persons per age class x x x x x x Age of family heads x x x x x Number of families per building type x x x x x Number of persons per building type x x x x x Number of families UNI per family composition x x x x x Number of persons UNI per family composition x x x x x Language code x x x x x x Flag privately-owned habitation x x x x x x Flag VAT and/or legal person x x x x x x Family composition x x x x x x Number of persons with a executive function x x x x x x Number of people reachable via Consu-Data x x x x x x Moving History x x x x x x
  32. 32. Data set of geographical information: variables versus level (5/5) Variables / level Address Streetsegment Neighbourhood Locality City Postal code Presence liberal profession x x x x x x Type of liberal profession on address x x x x x x Purchase indicator x x x x x x Professional information x x x x x x Number of management mandates in correlation with the size of the company on the address x x x x x x Icarus typology of cars x x x x x x Mosaic typology x x x x x Mosaic factors x x x x x Nationality type x x x x x Major postal code x x x x Surface x x x x Centroid coordinats XY (Lambert codification) x x x x x Social class A-D x x x x Percentage of owners x x x x Percentage of gardens x x x x Percentage of car owners x x x x Social class score x x x x Urbanisation level x x x x Median income x x X x Number of tax declarations x x x x Total taxable income x x x x Average income per declaration x x x x Influence zone levels x x x
  33. 33. Optimizing Multi-Media Communication (1/3) <ul><li>Will improve your marketing action thanks </li></ul><ul><li>to a tactical segmentation </li></ul><ul><li>Benefit ? </li></ul><ul><ul><li>Immediate targeted commercial approach, more relevant offers, messages </li></ul></ul><ul><ul><li>Better commercial follow-up </li></ul></ul><ul><ul><li>Increases the conversion rate </li></ul></ul><ul><ul><li>Increases the cross and up-sell rate </li></ul></ul><ul><ul><li>… </li></ul></ul><ul><li>How ? </li></ul><ul><ul><li>The incoming contact information will be enhanced in real-time with the needed data for your segmentation : birth year, profession information, lifestyle cluster as well as with the WDM keys in order to ease the deduplication with the internal data. </li></ul></ul>
  34. 34. Optimizing Multi-Media Communication (2/3) Ind : 5VAE2 WDM Belgium Reference files Customer Universum 5VAE2 Top Customer Bad Payers Return to sender New Customers Contact Identification YES: top customer booked a safari trip > Adapted communication Maria Dupont Ijzerstraat 5, 1560 [email_address] Internet
  35. 35. Optimizing Multi-Media Communication (3/3) Ind : 4L1ST Sofie Janssens Stationstraat 10 Antwerpen Call Center WDM Belgium Reference files Customer Universum Top Customer Bad Payers Return to sender New Customers Contact Identification Adapted communication household with pre-school children NO: enhancement with Family typology
  36. 36. Prospection Optimalization (1/2) <ul><li>Will give you a permanent view </li></ul><ul><li>on your external prospect opportunities </li></ul><ul><li>Benefit ? </li></ul><ul><ul><li>Better grasp on your potential market growth for each product category </li></ul></ul><ul><ul><li>Better qualification of the potential external market (suspects, prospects, leads) </li></ul></ul><ul><ul><li>Better allocation of resources for prospection </li></ul></ul><ul><ul><li>… </li></ul></ul><ul><li>How ? </li></ul><ul><ul><li>You receive 3 times a year all the household keys available in the WDM Belgium’s reference file with all the additional information available on these households (such as : number of persons in the family, Mosaic typology, birth date, profession information, lifestyle clusters, …) as well as a suspect/ prospect/customer qualification. </li></ul></ul>
  37. 37. Prospect Optimalization (2/2) Enhancement keys & relevant data set Keys + Client / Prospects Sociodemographics & lifestyle variables Optimisation of contact frequency, recency, … Keys + Contact data + Variables + contact history Campaigns Customers DB WDM Belgium Reference files Relevant Data set Prospect Relation Management Database 5VAE2 9FB4T 009959 45 Jan Peeters Beertsestraat 45 1500 Halle Action Action Action
  38. 38. Automated event alert (1/2) <ul><li>Will alert you automatically about each event </li></ul><ul><li>which is important for you </li></ul><ul><li>Benefit ? </li></ul><ul><ul><li>More success due to fast reaction to an event </li></ul></ul><ul><ul><li>Faster discovery of cross sell / up sell opportunities </li></ul></ul><ul><ul><li>Proactive churn prevention </li></ul></ul><ul><ul><li>Increase your conversion rate </li></ul></ul><ul><ul><li>… </li></ul></ul><ul><li>How ? </li></ul><ul><ul><li>You receive automatically all the WDM individual keys corresponding to the lifestage event you want to be informed about as soon as possible. </li></ul></ul>
  39. 39. Automated Event Alert (2/2) WDM Belgium Reference files All records NAL Customers Database Step 1 WDM Belgium Reference files Customers Database Step 3 Customers Database Step 2 Weekly Ind Key = Ind Key db ? YES For the event All the individual Keys WDM Belgium Reference files Ask detail on the changes for the selected records All records NAL + Ind Key Movers Flag
  40. 40. Ease Deduplication (1/2) <ul><li>Will enable convenient and high quality deduplication between </li></ul><ul><li>internal files as well as between internal and external data </li></ul><ul><li>Benefit ? </li></ul><ul><ul><li>Reduces the costs : internal and external </li></ul></ul><ul><ul><li>Speeds up the deduplication process </li></ul></ul><ul><ul><li>No specific software needed </li></ul></ul><ul><ul><li>… </li></ul></ul><ul><li>How ? </li></ul><ul><ul><li>Using the same key, you will be able to merge your internal contacts with WDM Belgium data. </li></ul></ul>
  41. 41. Ease Deduplication (2/2) 3T4R5 8G6RB S6A9M D7B7N WDM Belgium Reference files Dupont Jean Rue de la gare 19 1040 Etterbeek Peeters Julia Kerkstraat 67 2000 Antwerpen Van den Hove Mark Researchdreef 1 1070 Anderlecht Monin Alice Rue de la république 5 1040 Etterbeek Prospection file GKEY 3T4R5 8G6RB D4RB8 S6A9M D7B7N Z1P4K 3T4R5 8G6RB S6A9M D7B7N 9T9R5 N5A6P 5VAE2 D4RB8 P7A9L Customers + Ind key + GKey Prospects + Ind key + GKey Y4B3N Z1P4K CLIENT
  42. 42. Any questions?

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