Data – your friend or foe?

Presented by: Jonathan Hulford-FunnellDate: 1st May 2007

Data collection

Letters/coupons

Document

scanning

In store

Call Centre

Web

Email

Data challenges88% know they have a data challenge

Dynamic Markets Research, November 2006

Your data strategy

Data capture

67% of organisations capture data across 3 or more channels

BUT

Only 38% in a standard way across all touchpoints

Data cleaning

27% of companies clean on a weekly basis

BUT

27% of companies clean their data annually or less

7% don’t bother

Data suppression

58% of companies claim to suppress their data

BUT

Only 20% do it more than once a year

31% annually

34% never

Doing nothing is not an option

Your data strategy

“We have calculated that QuickAddress Pro Web presents

us with the opportunity to generate £2 million a year of new

business income”

Paul Cassidy,

Head of Information Systems Development

Swinton Insurance

Current benefits for Swinton

Your data strategy

Database degradation

13%*

600,000*

1.3 million* total 14.5 million

320,000* total 3.3 million

14% per year

*Source: ONS

What is Suppression Data?

Goneaway (Royal Mail, Experian)

Change of Address (Royal Mail)

Deceased (Experian)

Do Not Contact/Preference (DMA)

“Suppression should

be viewed as an

essential part of data

quality assurance”

Sarah Burnett Senior Researcher Nov 2006

Portfield Financial Services

Data problems

Existing database – goneaways & duplicates

External data – formatting & goneaways

Budget wasted on mailings

Budget wasted on poor lists from external sources

Portfield Financial Services

"By removing gone-aways and deduplicating our records,

we are able to stop wasting money on contacting

individuals who won't respond and can have confidence in

our data…QuickAddress Batch also helps us to set up

SLAs around the data accuracy from our providers."Paula Davidson

Management Information Manager

Portfield Financial Services

Obvious costs

Customer satisfaction

Fines for non-compliance

Undelivered and returned mail

Campaign ROI

Hidden costs

Loss of customer loyalty

Data rework

Mail not returned - environmental impacts

Competitor market share

QAS and Comic Relief

"We need accurate data to fulfil our operational objectives of

maximising donor revenue. QuickAddress Batch from QAS

helps us do this. It is easy to use, throughput is quick and it

ultimately improves our data quality.”

Liz Curry

CRM Manager

Comic Relief

Problems before QAS

Returned mail

Wasted budget

Poor brand perception

Gift Aid

Strain on internal resource

Legal requirement

Valuable funds to organisation

Solution

Verify 3 million record database

Use regularly to maintain data

Profiling and segmentation

Launch of Campaign

Post Campaign

QuickAddress Batch

Calculating the costs: an example 

Baseline Decrease returned mail by 1%

And increase response rate by 1%

Number of items mailing

3,000,000

3,000,000

3,000,000

Cost per item (design, print, mail) £ 0.15 £ 0.15 £ 0.15

Total cost per mailing £ 450,000 £ 450,000 £ 450,000

Average number of returns 3% 90,000 60,000 60,000

Multiply by 10 for those not returned 900,000 600,000 600,000

Total cost of return £ 135,000 £ 90,000 £ 90,000

Typical response rate 3% 90,000 90,000 120,000

Percentage who buy 20% 18,000 18,000 24,000

Average revenue per order £ 175.00 £ 175.00 £175.00

Total revenue £ 3,150,000 £ 3,150,000 £ 4,200,000

Revenue less waste £ 2,565,000 £ 2,610,000 £ 3,660,000

Incremental revenue   £ 45,000 £ 1,095,000

Return on investment % 570% 580% 813%

Change your recipe for data quality

Visit stand E730

Visit www.qas.co.uk/mix

Call 0800 197 7920