1. Putting Customers at the Heart
of Your Analytics Strategy
Rusty Warner - Alterian (now SDL)
Sponsored by: Organised by:

2. Putting Customers
at the Heart of Your
Analytics Strategy
Rusty Warner
Vice President, Product Marketing
February 28, 2012
SDL Proprietary and Confidential

3. Agenda
 Where Is Marketing Headed?
 How Do We Get There?
 Who Is Doing it Right?
 What if You Get it Wrong?
 How Do You Measure Success?
SDL Proprietary and Confidential

4. Where Is Marketing Headed?
Today’s customers are…
• Inundated with information
• Actively engaged in multiple channels
• More informed and less brand-loyal
• Able to choose from the entire world

5. Where Is Marketing Headed?
Successful marketers must
become Customer Engagement
Managers
Successful marketers must…
• Understand customers with analytics
• Orchestrate cross-channel communications
• Engage customers with relevant offers
• Treat customers as unique individuals

6. Where Is Marketing Headed?
Customer Engagement Management
Relationship
Marketing
6

7. How Do We Get There?
• What We All Want To Do:
– Derive Maximum Value from Customer Engagement
– Deliver High-Velocity Campaigns using Data Driven Insight
– Make Marketing Resources More Productive and Effective
– Increase Response Rates and Drive Revenue Objectives
• How Do We Do It?
– Build an Enterprise View of Customer Information
• Merge Deep History with Current Behaviour
• Single, Consistent View versus Single Database
– Utilise Customer Intelligence Analytics
• Data Exploration for Personalisation
• Predictive Modelling for Scoring and Propensity
– Leverage Best Practices and Apply Governance
– Synchronise Efforts with Business Operations
7

8. Who Is Doing It Right?
• Organisations who...
– Value Engagement versus Processes or Management
– Understand the Relationship between On-Line and Off-Line
– Treat Customers Consistently across Channels
– Measure the Business Impact of Marketing Activities
• Best Practices
8

9. Britannia: Customer Retention and Development
Objectives
 “Put the Customer First”
 Execute based on Customer Insight
 Manage Increasing Channel Complexity
 Achieve Significant ROI Improvements
Results
 Reduced Direct Marketing Costs by 30%
 Doubled Annual Number of Successful
Cross-Sell Customers
 Increased Average Product Holdings per
9 Customer by 15%

10. Britannia: Customer Retention and Development
“Both marketing productivity and efficiency
have increased. We look forward to creating
further innovative customer insight
programmes… and continuing to
maximise ROI.”
10 - Head of Customer Knowledge & Planning

11. Eurostar: Customer Profiles and Preferences
Objectives
 Eliminate Disparate Data Silos
 Increase Customer Intelligence
 Improve Relationship-Building
 Support Operational Execution
Results
 Consolidated Database with Customer
Information from Multiple Countries
 Open-Rates Increased by 100%
 Click-Through’s Increased by 50%
11  Average Revenue Increased by 400%

12. Eurostar: Customer Profiles and Preferences
“With the implementation of the
database, Eurostar have been able to create
targeted communications based on traveller
behaviour and profiles. The results have been
far beyond expectations.”
12 - Customer Database Manager

13. Cisco: One-to-One Relationships
Objectives
 Sell to Companies BUT Market to Individuals
 Identify the Right Contacts for Campaigns
 Develop a Single Global View for Local Use
 Re-Activate Dormant Contacts
Results
 Consolidated Database
 40M+ Customer Contacts
 100M+ D&B Companies
 Deep History for Up-Sell and Cross-Sell
13  Predictive Modelling for Propensity and Value

14. Cisco: One-to-One Relationships
“Tremendous potential for gaining new
insights has been unleashed…Today we can
perform analysis tasks around 30 times
quicker than before.”
14 - Global Database Marketing Manager

15. Best Western: Email and Web Integration
Objectives
 Improve Customer Engagement for Loyalty Program
 Increase Relevancy of Newsletters and Campaigns
 Treat Individuals as Unique Users for Email & Web
 Deliver Dynamic Content based on Customer Behaviour
Results
 Greatly Enhanced the Standard Tiered
Approach for Customer Loyalty
 40% Increase in Click-Through Rates
 540% Rise in Loyalty Point Redemption
15  30% Overall Return on Investment

16. Best Western: Email and Web Integration
“We can build quick, flexible campaigns, all with
1000s of content variants. As the tools integrate
seamlessly, we also save time as we don’t have to
move data manually between the database and email
tool anymore.”
16 - Digital Product Consultant

17. PepsiCo: Social Media Integration
Objectives – Starbucks
 Analyze Purchase Decisions
 Understand Consumer Behavior
 Determine Impact of Bottled Drinks
 Enhance Customer Experience via Collaboration
Objectives – Mountain Dew
 Support Launch of New Voltage Flavor
 Increase Awareness and Drive Trials
 Convince Web Influencers to Advertize
 Reduce Research & Analysis Efforts
17 (from 100 hours over 2 weeks to 15 hours)

18. PepsiCo: Social Media Integration
“The solution gave us the flexibility to find the
type of granular insights which help underpin
our services, in a fraction of the time it would
normally take.”
18 - CEO, Global Agency Partner

19. What Happens If You Get It Wrong?
Examples from Personal Experiences…
(Names Hidden to Protect the Guilty!!!)
1.When You Can‟t See the Forest for the Trees
– Marketing Not Aligned with Customer Demands
– Processes & Metrics Matter More than Customers
2.When You Rob Peter to Pay Paul
– Marketing Not Aligned across Business Units
– Customers Defect while You Figure Out Who They Are
3.When You‟re Your Own Worst Enemy
– Marketing Not Aligned with Operations
– Customers Engaged, but You Can‟t Service their Needs
19

20. How Do You Measure Success?
• Define Agreed, Quantifiable Metrics
– Reduction in Spend per Channel
– Campaign Uplift for Open, Click-Through, etc.
– Revenue Results Directly Impacted
• Apply Business Performance Benchmarks
– Business Problem Solved
– New Business Opportunity Realised
– Tangible Advantage over Competitors
• Don‟t Forget Internal Goals and Objectives
– Users Satisfied and Asking for Additional Functionality
– Project Delivered on Time and on Budget
– Created an Agent of Change within the Organisation
20

21. Putting Customers at the Heart of Your Analytics Strategy
rwarner@sdl.com
rusty.warner@alterian.com
Twitter: @RustyWarner
LinkedIn: Rusty Warner

22. Copyright © 2008-2012 SDL plc. All rights reserved.. All company names, brand
names, trademarks, service marks, images and logos are the property of their respective owners.
This presentation and its content are SDL confidential unless otherwise specified, and may not be
copied, used or distributed except as authorised by SDL.

23. New Paradigms in Digital Insight - How
leading brands are gathering insights in an
increasingly connected and informed world
Rachel Adams - Toluna
Simon Shaw - Brass
Sponsored by: Organised by:

24. Data is king: Maximising the
value locked up in your data
Henry Smith - Emailvision
Sponsored by: Organised by:

25. Powering Smarter Marketing
Data is King
February 2012
Henry Smith
Pre Sales Director,
Strategic Global Accounts
www.emailvision.co.uk

26. A new King?
Content is King – Bill Gates 01/03/1996

27. Our mission
Integration
Emailvision APIs
powers smart
Email
email, mobile and
social campaigns
Customer
that deliver Intelligence
results
Custom Applications
Custom Apps
www.emailvision.com

28. Global Provider, Local Support
Offices:
Argentina
Austria
Belgium
Brazil
Canada
China
France
Germany
Hong Kong
Israel
Italy
Japan
Mexico
Netherlands
Portugal
Scandinavia
Spain
Switzerland
United Kingdom
USA

29. ….Our Culture

30. Why Data is King

31. Why Data is King

32. The Power of Knowing
Trust
Relationship
Personal Mutual
Knowledge Benefit

33. What do we Know?
● Data
● Customers
● Campaigns and communications
● Products and Transactions
● Media and Content Interactions

34. Customer Intelligence from Data
“Customer intelligence (CI) is the process
of gathering and analysing information
regarding customers; their details and their
activities, in order to build deeper and more
effective customer relationships and improve
strategic decision making.”
‒ Wikipedia

35. Turning Data into Actionable Insight
Data Analysis Customer Insight and differentiation

36. Consumers are struggling with Inbox
overload
● 49% of consumers have
unsubscribed from email lists
that they had originally opted
in to because they found the
emails to be irrelevant
‒ Source: Relevancy Group "Realizing the Value of Email Marketing" (2010)

37. Modern ISP’s - Only the Relevant Survive
Yahoo blocks over 120 billion spam
messages every month
Gmail Priority Inbox automatically
identifies „important emails‟ and separates
them from everything else
Hotmail Sweep allows users to select one
email to automatically move or delete
similar ones. Grey mail feature trashes
emails depending on interaction

38. Don’t you know who I am?!
● Two-thirds of respondents who
receive email from consumer
packaged goods companies
want to receive personalised
content based on their website
activity, past purchases, etc.
‒ Source: Epsilon, October 2008

39. Emailvision
“The number one challenge to
email marketing effectiveness
is targeting customers
with highly relevant content”
MarketingSherpa‟s 2011 Email Marketing Report
www.emailvision.com

40. Our Survey
‒ Source: Emailvision Customer Survey Nov 2011

41. Our Survey
‒ Source: Emailvision Customer Survey Nov 2011

42. Data
“Data is not useful until it
becomes information, and
that's because data is hard
for human beings to digest”
Seth Godin

43. The Power of Visualisation

44. The Marketing / IT Divide

45. Perceptions of each others departments
● Marketing's perceptions of IT were:
● IT is the department of "no"
● IT doesn't speak marketing's language
● IT doesn't understand the need for speed
● IT isn't concerned with the customer
● IT's perceptions of marketing boiled down to two:
● Marketing is spin
● Marketers don't care about integration
‒ Source: Forrester Research from www.chiefmartec.com

46. Business Challenge
Marketing IT

47. How to Develop Insight
● Leadership for cultural change
● Data, Tools, Process, People….
● Decisions made from customer data analysis

48. Value of using insight for Targeting
Relevance

49. Value of Insight
“With access to deeper
customer insights, we
have quadrupled our
conversion rate.”
Laura Henderson
Online Marketing Manager at Republic

50. Send Relevant Content to Segments
The French guy who likes sports
8 lifestyles
5 languages
2 genders
1 campaign
The English woman who likes fashion The English guy who likes the beach
The German guy who likes travel The German woman who likes comfort

51. The Customer Journey
Acquisition Nursery Active Lapse Dormant
VIP
Advocat
e
RFM Segment 1 Lapse Segment 1
RFM Segment 2 Lapse Segment 2
RFM Segment 3 Lapse Segment 3
RFM Segment 4 Lapse Segment 4
RFM Segment 5 Lapse Segment 5

52. Example Lifecycle Insight Elements
Type Insight Element
Days since Join Date
Acquisition
Entry Product
Age Band
Demographics
Email Domain
Click Frequency
Message Response Behaviour
Has Shared to Social Network
Post Click Tracking Total Conversion Value
Average Basket Spend
Days since Last Purchase Date
Purchase Behaviour Most Purchased Brand
Preferred Purchase Time
Total Spend in Last 12 Months
Days since unsubscribe
Retention Fields
Exit Product

53. Lifecycle Campaign Types
ON AQUISITION NURSERY
• Welcome • Convert to Subscribed but
• Capture data / purchase
preferences • Capture data / not purchased
preferences
ENGAGE RETAIN REACTIVATE
• Capture data • Capture data • Win back
/ preferences / preferences
• Transactional • New
thank you products /
• Cross / up services Purchased
sell available
• Re-order • Back in stock
• Recommend • Rate and
a friend / review
social referral • Lapse risk
• Birthday offers

54. Registration - Office
● Collection of just email
address, title and
name for registration
● Gender inferred from
title
● Customer chooses
what other info they
want to give

55. Welcome - Office
● Objectives:
● Welcome customers to
Office
● Highlight Preference
Centre
● Increase Customer
Profile Data
● Customer incentive for
adding preferences is a
free prize draw for £100
worth of office shoes
● Open rates of 39% and
CTR of 19%

56. Preference Centre - Office
● Customer profile
information
● Customer interests by
category i.e. Women's and
brand
● Update of email and
mobile subscriptions
● Enables segmented
emails such as new store
opening based on
customer postcode

57. Convert to Purchase – Spa Finder Deal
All US states One US state
Pushed 355,945 Pushed 119,798
Opened 37,174 Opened 26,987
Open rate 10.4 % +117% Open rate 22.53%
Click through 11,110 Click through 14,634
Click through rate 3.1% +294% Click through rate 12.22%

58. Cross / Upsell - Beaute Privee
A
B E-commerce
Sales site
C
Products eCommerce
Database
D
● Types of links clicked
● Product category / brand preferences
● Recency/Frequency: opens, clicks, purchases…
● Product groups: the most visited, the least bought
● Repeat buyers profiles
● Socio-demographic profiles

59. Beaute Privee - Cross / Upsell

60. Back In Stock - feelunique.com
● Customer sent emails
when out of stock items
they wanted are back in
stock
● 2.5 times the Conversion
compared to weekly
emails!

61. Re-order - feelunique.com
● Product lifetime data
added to 15000 products
● Customer has choice to
receive or not
● Reminders intelligently
bundled together to
minimise marketing
fatigue
● 5x conversion compared
to weekly emails!!!

62. Win Back – feelunique.com
● Sent to
customers who
have not
ordered for
3 months
● Free delivery
offer
● VIP club

63. Birthday Emails - FCUK and Dior

64. Product Review - Filofax

65. Product Review - Filofax

66. Recommend a Friend - Hearst Magazines

67. Recommend a Friend - Hearst Magazines

68. Recommend a Friend - Hearst Magazines
● 16% sent free copies to
friends
● 55% Facebook likes increase
● 18% in unique visitors to
Red.nl
● 2017 additional newsletter
subscribers

69. Summary
● Collect and analyse your data, it is a very valuable asset
● Empower marketers with the challenge and work with IT
● Create actionable customer insight
● Use this insight to drive timely and meaningful relevance
in customer lifecycle engagements
● Measure the impact

70. Client Focused
Entrepreneurial
Passionate
Pioneering
Technology
THANK YOU
EMAILVISION – STAND E16

72. London 2012: How to successfully
engage with your consumers online
in the build up to the Olympics
James Murray - Experian Hitwise
Sponsored by: Organised by:

73. Address Quality Management - The dos
and don’t's of domestics and international
address and data quality management
Laura Forvague - Capscan Ltd
Sponsored by: Organised by:

74. Addressing Data Quality
The dos and don'ts of domestic and international
address and data quality management
Laura Fovargue – Regional Sales Manager
Capscan Ltd

75. Address & Data Quality Solutions
Agenda
• Importance of Data
• Name and Address Data Errors
• Impact of errors on customers?
• Damage to your organisation
• How can these issues be prevented?
• Case Studies – Forever 21
• Top Ten Tips
• Summary
Capscan Limited
Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom
Registered in England No. 01183941 VAT No. GB 123 3577 29

76. Address & Data Quality Solutions
Importance of Data
• The quality of customer and address data determines
the success of your organisation
• It has a huge impact on business
• Profitability
• Growth
• Competiveness
“Poor quality customer data cost U.S. businesses $611
billion a year”
The Data Warehousing Institute
Capscan Limited
Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom
Registered in England No. 01183941 VAT No. GB 123 3577 29

77. Address & Data Quality Solutions
Importance of Data
Research shows:
Source: Data Quality Survey, Graham Rhind & Capscan Ltd
Capscan Limited
Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom
Registered in England No. 01183941 VAT No. GB 123 3577 29

78. Address & Data Quality Solutions
Name & Address Data Errors
Mis-spelt details Badly formatted address details
Structural Name and Address Errors Missing elements
Duplicates Vanity Addressing
Capscan Limited
Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom
Registered in England No. 01183941 VAT No. GB 123 3577 29

79. Address & Data Quality Solutions
Name & Address Data Errors
p turner Mr Paul Turner
Fishponds Road ,Hitchin Ivy Cottage
Herts Fishponds Road
SG5 1NS HITCHIN
Herts
SG5 1NR
X
Capscan Limited
Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom
Registered in England No. 01183941 VAT No. GB 544 5844 25

80. Address & Data Quality Solutions
Name & Address Data Errors
12 Via Massa Via Massa 12
Florence
50142 50142 FIRENZE FI
X
Capscan Limited
Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom
Registered in England No. 01183941 VAT No. GB 544 5844 25

81. Address & Data Quality Solutions
Impact of Errors on Customers
It’s Personal!
• Customer does not feel valued
• Poor perception created
• Personal reaction
• Loss of confidence
• People always remember the errors – hygiene factor
Capscan Limited
Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom
Registered in England No. 01183941 VAT No. GB 123 3577 29

82. Address & Data Quality Solutions
Impact of Errors on Customers
Service and Delivery do not live up to client expectations
• Delay in payment
• Miss-deliveries
• Time spent waiting for replacement goods
• Inefficient/inappropriate customer service/complaints
response
• Poor customer experience
Capscan Limited
Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom
Registered in England No. 01183941 VAT No. GB 544 5844 25

83. Address & Data Quality Solutions
The scale of the delivery problem?
• Royal Mail states that 14,560,000 letters are lost or
substantially delayed every year
• Postwatch said loss figures were "much higher" in reality
8 million letters a day - no postcode or an inaccurate
one
• Royal Mail destroys on average 25 million undeliverable
letters, packets and parcels each year
• In the last 6 years, they destroyed 152 million items of
post that could not be delivered or returned to sender -
the majority were business mail!
Postwatch & Royal Mail
Capscan Limited
Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom
Registered in England No. 01183941 VAT No. GB 544 5844 25

84. Address & Data Quality Solutions
Damage To Your Organisation
• Poor perception created
• Loss of confidence - Damage to Brand
• Additional costs associated with miss-deliveries and
customer complaint handling
• Less repeat business
• Reduced customer loyalty
Capscan Limited
Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom
Registered in England No. 01183941 VAT No. GB 544 5844 25

85. Address & Data Quality Solutions
How can these issues be prevented?
• Review and Audit Data Processes and Issues
• Who is responsible for customer data?
• Board and senior management buy-in essential
• Set Objectives for Improvements
• Select suitable strategies for each business data area
• Agree targets
• Measure and review progress
Capscan Limited
Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom
Registered in England No. 01183941 VAT No. GB 123 3577 29

86. Address & Data Quality Solutions
Review Data & Data Costs in the Business
INCOMING INTERNAL OUTGOING
Data from Acquisitions
Prospecting Lists
Contact/Call Centres
Product Deliveries
Customer Services
Parts Shipping
Store/Branch Users
Website Info Requests Direct Marketing
Web Shop Promotional Mailings
Invoicing
General Correspondence
Customer/Sales Analysis Location Intelligence
Field Representatives Customer Profiling Route Planning
SMS/Text Campaigns Business Decisions GIS On-site Engineers
Compliance/Blacklists
Capscan Limited
Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom
Registered in England No. 01183941 VAT No. GB 544 5844 25

87. Address & Data Quality Solutions
Front-end Touch Points
INCOMING Options for capturing more accurate data in multi-channel management
1) Ensure data entry screens are well designed, clear, and simple
Consider - Mandatory Fields
Contact/Call Centres - What countries need to be considered
Customer Services - Local salutation options
Store/Branch Users
- Individual fields for individual elements
- Basic Data Validation
2) Implement Address Verification Functionality
Website Info Requests
Options Include - In-house software for data capture
Web Shop - Hosted address verification services
Consider - Datasets required now & in the future
3) Implement Name and Salutation formatting technology
Field Representatives
SMS/Text Campaigns
Capscan Limited
Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom
Registered in England No. 01183941 VAT No. GB 544 5844 25

88. Address & Data Quality Solutions
Existing Data Maintenance
INTERNAL Options for reviewing existing customer information
1) Data Audit – Current Accuracy Levels
Data from Acquisitions
Prospecting Lists
2) Manual Data Correction – Very low data volumes
3) Batch Name & Address Cleansing Tools
- Verify, cleanse, & format historic data
- Apply postal authority data updates
- Enhance data
4) Batch De-Duplication Tools
Customer/Sales Analysis Location Intelligence
Customer Profiling Route Planning
Business Decisions GIS
Compliance/Blacklists
Capscan Limited
Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom
Registered in England No. 01183941 VAT No. GB 544 5844 25

89. Address & Data Quality Solutions
Case Study – Forever 21
Capscan Limited
Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom
Registered in England No. 01183941 VAT No. GB 123 3577 29

90. Address & Data Quality Solutions
Case Study – Forever 21
•The Background - Forever 21is a •The Problem - The success of Forever
specialty clothing and accessories retailer 21‟s new website hinged not only on
for women, men and children with a offering the latest fashions at the right
reputation making the hottest fashion price, but also in making the online
experience enjoyable and easy to buy
trends available to customers at great from, for the savvy, stylish consumer.
value. The company is headquartered in
Los Angeles and operates over 480 stores •A crucial part of the online purchasing
worldwide. process is making the final transaction at
the checkout as simple and
•In retail today it is just as important to straightforward as possible, reducing the
time it takes to complete the transaction.
have strong presence online. According to
Mintel £4.3 billion worth of clothes were
bought over the Internet in 2010, a growth
•Forever 21 had a tight schedule and
needed a software solution that could be
of 152% in the last five years, with over a fully integrated into their ecommerce site,
third of consumers having bought in the to ensure every customer address is
past year. rapidly validated at the point of entry.
• With the explosion in demand for •Having considered a number of different
consuming fashion online; a new options, Forever 21 selected Capscan‟s
ecommerce site would be instrumental in web-based address management software
– Matchcode Webnet.
establishing the Forever 21 brand in the
Capscan Limited
UK. in England No. 01183941 VAT No. GB 123 3577 29
Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom
Registered

91. Address & Data Quality Solutions
Case Study – Forever 21
• The Benefits – Capscan‟s solutions could provide validation for both UK
and European addresses.
• When a customer visits Forever 21‟s website and has finished filling their
shopping basket, they navigate to the checkout and sign-in if they are an
existing customer, or register their details as a new customer.
• When prompted on the online form, they simply enter a postcode or partial
address and Matchcode Webnet instantly provides the customer with a
drop down list of addresses associated with that postcode.
• Upon selection of the address, the relevant fields in the order form are
populated with the customers full and correct postal address, which has
been validated against the Royal Mail‟s PAF file of 28.2 million UK
addresses.
• The addressing solution ensures Forever 21‟s customer database is
populated with only accurate and clean address information which ensures
the products are delivered on time and to the right address, and enables
them to correspond and market to their customers.
Capscan Limited
Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom
Registered in England No. 01183941 VAT No. GB 123 3577 29

92. Address & Data Quality Solutions
How It Works
In the address fields of the
contact form, simply enter a
postcode (or partial
address)
Capscan Limited
Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom
Registered in England No. 01183941 VAT No. GB 123 3577 29

93. Address & Data Quality Solutions
How it works
Capscan Limited
Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom
Registered in England No. 01183941 VAT No. GB 544 5844 25

94. Address & Data Quality Solutions
How It Works
Matchcode will complete the
address fields and return a
full and valid address
Capscan Limited
Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom
Registered in England No. 01183941 VAT No. GB 544 5844 25

95. Address & Data Quality Solutions
How It Works
It can also provide you with
information like the
telephone number, SIC
code, and D-U-N-S
number…
Capscan Limited
Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom
Registered in England No. 01183941 VAT No. GB 544 5844 25

96. Address & Data Quality Solutions
How It Works
And other useful information
like health and local
authority details and
geocodes etc…
Additional Data Include:
- Business data by D&B®
- Names Data Verification
- Geographical Information
- Ward Codes/ name
- Constituency information
- Local Education Authority
- MP Names
- European Electoral Region
- Primary Care Trust
- Primary Care Group
- District Health Authority
Capscan Limited
Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom
Registered in England No. 01183941 VAT No. GB 123 3577 29

97. Address & Data Quality Solutions
Top Ten Tips For Data Quality
• Regard data quality as a vital aspect of your e-Commerce, CRM, and
DM programme
• Establish clear aims and objectives for quality management
programme with management buy-in
• Consider the data elements of your database and how things are
recorded
• Parse, standardise, validate and augment data
• Conduct data audits and measure the quality of your data with regular
cleansing
• Collect good data in preference to correcting bad data
• Keep track of cost and ensure your data is compliant
• Adopt cutting edge tools and technologies
• Measure and review your programme of changes
• Use Capscan’s DQM Solutions
Capscan Limited
Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom
Registered in England No. 01183941 VAT No. GB 544 5844 25

98. Address & Data Quality Solutions
In Summary
• Inaccurate name and address data can have a
significant impact on customer retention, customer
experience, and repeat orders
• An organisation need to have a DQM strategy, but
should be considered in relation to its corporate strategy
• Review & Audit of existing processes and data is vital
• Name and address management technology can help
ensure accuracy of data at point of capture or in a batch
environment
Capscan Limited
Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom
Registered in England No. 01183941 VAT No. GB 544 5844 25

99. Address & Data Quality Solutions
In Summary
• Key benefits to resolving data issues
– More timely deliveries
– Reduced costs associated with returns
– More automatic credit card approvals
– Improved Single Customer View
– Improved Customer Experience
– Improved customer satisfaction with fulfilment and support
– Drive loyalty, customer retention, and repeat business
– Maintain and increase revenue and profits
Capscan Limited
Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom
Registered in England No. 01183941 VAT No. GB 123 3577 29

100. Address & Data Quality Solutions
Thank you for listening!
Any questions?
Capscan can help you with your UK and
International customer data issues
Please visit us at stand G46 for further
information and a copy of this presentation.
Capscan Limited
Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom
Registered in England No. 01183941 VAT No. GB 123 3577 29

101. Managing Forward: Analytics to
understand the multi-channel and
multi-device consumer
Don Morrison - ForeSee
Sponsored by: Organised by: