Ged Mirfin,

Chief Data Officer,

Business Link Northwest

Business Link Northwest’s Business Performance Index:

A Project Timeline – Rationale, Key Stages & Business Benefits

Agenda

• Knowledge Stewarding

• Data Stewardship

• Project: Key Stages

• BPI: Key Features, Business Benefits & Achievements

-High Quality Data Ensures Improved Customer Insight &

Ability to Deliver Targeted Marketing

-Dissemination and Storage of Searchable and Highly Accessible Information Content

Assists in the Building of On-Line Communities Willing to Exchange

More Invasive Information on

themselves

-Contextually Relevant Issue-Based Messaging Increases

Responsiveness

Knowledge Stewarding: Placing Knowledge at the heart of Business Link’s activities improves

operational deliveryCustomer Data

Knowledge

Stewarding

Knowledge Transfer &

Management

Targeted Marketing

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”

-Data Governance – Ensuring Data

Quality, Data Acquisition,

Reporting & Data Protection

-Structures and Processes for Management &

Storage of Data as a Strategic Asset

-Maintaining Data Integrity & Measuring Data Quality

Placing Data at the heart of BLNW activities improves operational effectiveness

Data Stewardship

Data

Team

Data Strategy

Data TQM

BLNW Business TimelineBLNW Opens

Doors – 01st Apr 2007

Installation Microsoft CRM 3 May to Jul 2007

CRM 3 – Powerful Engine. Huge Development

Potential. Vanilla Version No Customisation.

BLNW Business TimelineBLNW Opens

Doors – 01st Apr 2007

Installation Microsoft CRM 3 May to Jul 2007

Data Import into CRM - manually fills the system with very

poor quality & aged data from legacy

systems.

Manual Import, De-Duping & Merging of

Legacy Data from Sub-Regional Business

Links Jul to Sept 2007

Merging of Sub-Regional Business Link Data

Merging of Sub-Regional Business Link Data

-BL Manchester Universe of Company

Data

-600k

BLNW Business TimelineBLNW Opens

Doors – 01st Apr 2007

Installation Microsoft CRM 3 May to Jul 2007

Manual Import, De-Duping & Merging of

Legacy Data from Sub-Regional Business

Links Jul to Sept 2007

“Cleansing”, Further De-duping &

Appending of Third Party data - Oct to

Dec 2007

Poor implemented “Data Cleanse” project results in the overwriting of current data with even older data

affecting CRM system and hampering operational

performance

-BL Northwest Universe of

Company Data

600k

Manual Data Merging & De-Duplication….Substantially reduced the Size of the Universe!

Merge and De-Dupe

600k Records 350k Records

350k

-Confidence in Data

Quality was Low!

CRAP IN however results inCRAP OUT

“Data Cleanse” by Third Party Results in Overwriting of CRM Data with Aged Out-of-Date Data:

CRAP it wasn’t! – Universe Shrinks Further

-BL Northwest Universe of

Company Data

350k A = Accurate

P = Populated

130k

C = Consistent

R = Recent

“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)

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.

Quality Barometer• Clean Data from Experian’s

National Business Database dramatically improved the Population Rate and Quality of the record set

• Massively reduced no. of unknowns improved BLNW’s ability to report on a much larger data population

• Experian’s NBD allowed BLNW to contextualise internal performance against all businesses within NW Region

• This allowed BLNW to accurately measure Business performance across the region and highlight issues & concerns or areas of regional best practice.

Data Barometer

Data AccuracyPopulation Rate of Business

Critical Data

%Traffic Light Comment %

Traffic Light Comment

100%     100%    

95%     95%    

90%   Imp

act Ap

pen

din

g E

xperian

D

ata

90%   Imp

act Ap

pen

din

g E

xperian

Data

85%   85%  

80%   80%  

75%   75%  

70%   70%  

65%   65%  

60%   60%  

55%   55%  

50%  

Existin

g D

ata

50%  

45%   45%  

Existin

g D

ata

40%   40%  

35%   35%  

30%   30%  

25%   25%  

20%   20%  

15%   15%  

5%   5%  

BLNW Business TimelineBLNW Opens

Doors – 01st Apr 2007

Installation Microsoft CRM 3 May to Jul 2007

Manual Import, De-Duping & Merging of

Legacy Data from Sub-Regional Business

Links Jul to Sept 2007

“Cleansing”, Further De-duping &

Appending of Third Party data - Oct to

Dec 2007

Commenced building Data Warehouse to separate New from

Legacy Data Jan 2008

Building of Data Warehouse to separate and report on new data

delivers highly functional web

accessed granular reporting capability

BLNW Business Timeline

Manual Import, De-Duping & Merging of

Legacy Data from Sub-Regional Business

Links Jul to Sept 2007

“Cleansing”, Further De-duping

& Appending of Third Party data - Oct to Dec 2007

Commenced building Data Warehouse to separate New from

Legacy Data Jan 2008

Appointment of Experian as Data Management Services Supplier. Detailed Health-

Check and Profiling of Intensive Assist Data - Feb

2008

Lack of clean up-to-date prospect marketing data

begins to impact on BLNW’s ability to meet penetration

targets: Initial Solution favoured: Creation of Pool

“Look-A-Like” Prospect Data that would convert into

Intensive Assists

BLNW Business Timeline“Cleansing”,

Further De-duping & Appending of

Third Party data - Oct to Dec 2007

Commenced building Data Warehouse to separate New from

Legacy Data Jan 2008

Appointment of Experian as Data Management Services Supplier. Detailed Health-

Check and Profiling of Intensive Assist Data - Feb

2008

Integrate CRM Data with NW Segment of Experian NBD giving access to detailed

financial info, Yell, Thomson, Commercial Mosaic allowing

BLNW to scientifically segment data at a very

granular level

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.

-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”

History of the BPI

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

-Consolidates North West Business

Universe

-406k

-111k

Section of database unique to Business Link – Lifestyle and

Grey economy businesses

Section of database unique to Business Link – Lifestyle and

Grey economy businesses

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

-19k

-Consolidates North West Business

Universe

-406k

-111k

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

-19k

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 ofExperian Prospect Universe (80%)

BLNW Business TimelineAppointment of Experian as

Data Management Services Supplier. Detailed Health-

Check and Profiling of Intensive Assist Data - Feb

2008

Building Web-Accessed Data

Reporting Dashboards &

ExtraNet Jun to Jul 2008

Development of Extra Net Capability Accessible by Partners. Phase 1: Static

User-defined Reports downloadable in Pdf Format. Phase 2: Dynamic Drill-down Dashboard Reporting facility

accessible over the Web within a Citrix Server

Operating Environment.

Decision taken to integrate CRM Data with

NW Segment of Experian NBD giving

access to detailed financial info, Yell,

Thomson, Commercial Mosaic allowing BLNW to segment data in a scientific manner at a

very granular level

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

How Can We Help?C

om

ple

xit

y o

f Q

ue

ry

Business Link Involvement

The Rapid Response FrameworkComplex Data Analytics

to provide Partners with

very detailed information

Simple phone Hotline to

service requests for Data

from Business Support

Agencies

Web Enabled multi partner

access to BLNW Database

through Extranet facility

“Real time” Business data - updated monthly

Key Attributes of BLNW’s Business Performance Index Data

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:

Key StakeholdersMarketing

Build increased

penetration amongst

service users through

improved segmentation and targeting

Operations

Improve take-up of intensive

assists for Broker Team by increasing

lead generation

Executive

Meeting of Strategic

Priorities: To be recognized as the leader on regional business

intelligence and playing a vital role in informing business

support policy making

Cluster Orgs.

Make definitive pronouncements

about the effectiveness of BLNW services delivered to the NW Business Community including

Membership & Cluster Orgs,

Local Councils, Politicians &

Opinion Leaders

“Advanced Customer

Segmentation”

“Vastly Improved

Lead Quality”

“Delivering Strategic

Priorities”

“Sharing of Key Data across the

Region”

NWDA

Provision of relevant and up-to-date

information on emerging business

trends allowing the NWDA to

service requests from Government,

Political Parties & Lobbying

Orgs

“One Version of the Truth”

The Business Support EnvironmentINTERNAL EXTERNAL

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