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Transcript of Vivium
More efficient Marketing thru up-to-date client data
Update your client data with an externalpartner? Vivium shows an approach and talks about the results
Bob Rongé, ViviumSophie Angenot, WDM Belgium
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6Question to Bob Rongé
Can you define« good data »?
7What is Data Quality ?
Completeness : Is all necessary data present ?
Validity : Do data values fall within acceptable ranges defined by the business ?
Consistency : Are data elements consistently defined and understood ?
Accuracy : Does the data accurately represent reality ?
Integrity : Is the structure of data maintainedconsistently ?
[Timeliness] : Is data available when needed ?[Accessibility ]: Is data easily accessible and usable ?
8Basic DQ-needs when dealing with consumers
� Name� First name� Date of birth� Address
> Identification of a unique person
9Why 4 elements for identification?
� On individual level :� 50% of the Belgians do not have an unique family name and
first name � 10% of the Belgians can not be uniquely identify based on their
family name, first name and year of birth� Even on family name, first name and date of birth, there are
more than 12.000 doubles ….
� NEEDS OF A REFERENTIAL DATABASE
10Why 4 elements for identification?
� On family level :� 150.000 family splits or new families are identified each year
11The WDM Belgium Referential files
� STREET REFERENTIAL, updated 4 times a yearwith :� 140.000 streets� 1.800.000 alias
12The WDM Belgium Referential files
� NAME & FIRST NAME REFERENTIAL� How many different family names and first names do we have
in Belgium ?
� 396.540 different family names� 137.697 different first names
� Do first names with 2 letters exist ?� More than 20.000 persons do have a first name with only 2
letters� More than 20.000 persons do have a first name with more
than 14 letters
13Sources for addresses: complete range
� FULL REFERENTIAL
Multi-Source Privacy law conform
Historysince 1994
Mutapost & Domymove
14Data quality per sector
15Question to Bob Rongé
When and why didVivium start to invest
in DQ?And why with an
external partner?
16Why are qualitative data important for marketing?
�Creation of a single customer view� Improve your image� Reduce costs� Develop customer-strategy
�Correct addresses� Avoid postal returns : reduce costs� Keep in touch with your customer� Avoid payment-problems
17Why are qualitative data important for marketing?
�Correct date of birth � Correct identification of your customer� Tarification
�Correct names� Improve your image� Avoid mistakes on sensitive matter� Help identify duplicates
18Quick wins for marketing, example 1
Direct Marketing cost savings calculation
Cost of postageper piece
Cost of Marketing
material per Mailings per year
Percentage of mail not
delivered
Annualwasted direct
mail costOriginal DQ: ( 0,40 € + 0,35 € ) x 2.000.000 x 11% = 165.000 €
Improved DQ: ( 0,40 € + 0,35 € ) x 2.000.000 x 4% = 60.000 €
Annual cost savings from data quality (DQ) initiative: 105.000 €
19Quick wins for marketing, example 2
Call center cost savings calculation
Hourly fullyloaded cost of call center rep
Number of reps in call
center
Calls per rep per
hour
Percentage of calls with falsecustomer data
Time tocorrect record
Hourlywasted callcenter cost
Original DQ: 30,00 € x 200 x 12 x 11% x 2 minutes = 264,00 €
Improved DQ: 30,00 € x 200 x 12 x 4% x 2 minutes = 96,00 €
Hourly cost savings from DQ initiative: 168,00 €
Hours per week: 38
Weeks per year: 52
Annual cost savings from DQ initiative: 331.968 €
20Question to Bob Rongé
How did you startyour journey to data
quality?
21How to measure your data quality?
WDM Belgium Data Quality Audit
� Step 1: Formatting and standardizing the data
� Step 2 : Split possible multi-persons-records (Eg. Corne-Claessen)� Step 3 : Match combination of name – firstname – date
of birth - address with 3 WDM Belgium referentials� Known individuals with current data� Address fluxes from over 17 years � People we have known and have dissapeared from our files (= Gones)
� Step 4 : Qualification of the match(es) found
� Step 5: Decision on integration or not
22Identification method
« Gones »
MovingsFlows
Actives
Customer
Record� Name� First Name� Birth Date� Address
?
****
Identification Method WDM BelgiumReferential file
Data Qualification (mask + ponderation) + Keys AttributionSingle customer view / Single household view
Matching Code+ Value
23Question to Bob Rongé
After 1 year all the Vivium records were
treated. What was your next step?
24From reactive DQ to proactive DQ
Reactive = send your client data to WDM to be cleaned
Proactive = receive signals from WDM that help youmanage the changes in your data
25Use of key’s
The WDM Belgium Individual key� Unique id linked to a person, independent from his / her address� Stable in time (a same person keeps the same key during all his
or her life)� A record will receive an individual key if the input data are
sufficient to identify a person
Name Firstname Birthdate Sexe Street Number CP Locality KeyLambert Nathalie f ijzerstraat 8 1560 Hoeilaart IMP5ULambert Nathalie f rue de la gare 10 1310 La Hulpe IMP5UBertrand Bénédicte f rue de Pervyse 24 1040 Etterbeek ABD8G
26Use of key’s
The WDM Belgium household key� The Household key is a unique id linked to a GROUP of persons� Stability ?
� The Household key is stable in the time as long that the group of persons stays the same
� When something changes in the group of persons (new birth, a child leaves the house, …), the household key will change
Name Firstname Birthdate Sexe Street Number CP Locality Key GkeyLambert Nathalie f ijzerstraat 8 1560 Hoeilaart IMP5U STH1QLambert Nathalie f rue de la gare 10 1310 La Hulpe IMP5U STH1QBertrand Bénédicte f rue de Pervyse 24 1040 Etterbeek ABD8G VGR4P
27How to achieve permanent Data Quality?
Client Database+
WDM Individual key+
WDM household key
WDM Belgium Database
CHANGE TRACK = Weekly procedure
WDM individual key of all movers
Delivery of new addresses by WDM
Matched WDM individual keys
Result = permanent up to date client database
28Question to Bob Rongé
Can you tell us about the results of your
investment?
29Added value ?
� Your database is :� Automatically enhanced with the Moved flag :� Permanently up to date : automatic merge perge on individual
basis � Better customer view � analysis, decision
� No double mailing
� Improve your image
� You buy the new addresses only when you need them
30ROI & Data Quality
� Costs which are “easily” measurable :� Improved customer retention� Reduced mailing costs� Reduces postal return � Improved promotion and marketing mailing success rate� Reduced tele-marketing costs� Faster customer data processing� Churn analysis� Fraud detection� …
31ROI & Data Quality
� Costs which are difficult to evaluate :� More accurate analytics will facilitate the decision� Loss of credibility� Customer dissatisfaction� Employee dissatisfaction� Degrading image� Declining competitive position� …
32Question to Bob Rongé
Do you have some good advice for
colleagues who want to start a DQ
project?
33Conclusion
Larry English
« ... The business costs of nonquality data, includingirrecoverable costs, rework of products and services, workarounds, and lost and missed revenue may be as highas 10 to 25 percent of revenue or total budget of an organization. »