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Event: DDMA DQ Dag
Thema: Dag van de Datakwaliteit
Spreker: Herman Kerstens & Lucie Selleslags - Truvo
Datum: 10 december 2009
www.ddma.nl
TRUVO
Data Quality Award 2009
Herman Kerstens – Lucie SelleslagsAmsterdam , 3 November 2009
OUR COMPANY
4
Truvo mission is to be the preferred partner in local search and advertising for users and advertisers
3 November 2009
WHO
Users’ satisfaction is the cornerstone for our advertisers’ loyalty
5
The Truvo cross-media platform enables users and advertisers to find their local information anytime & anywhere
Truvo Print Truvo Online Media
Search Engine Marketing
SEA & SEOIn our own platforms & in
other search engines
Truvo Mobile & talking Yellow Pages
WHO
3 November 2009
Belgium/ Ireland wholly owned operations
Puerto Rico/ South Africa minority interests
Portugal/ Romania majority owned operations
WHOTruvo operates across
6 3 November 2009
1 out of 4 Belgian companies invests in Truvo products (over 110.000 customers)
300 Sales people out there every day in Belgium
8 out of 10 Belgians use Truvo Media
7 out of 10 use Print
1 out of 2 is an Online user
Goldenpages.be is ranked in the top 10 sites (CIM Metriweb)
40 years of experience on the Belgian advertising market…
WHO
7 3 November 2009
Data indispensable for Truvo to have products, services, customers, revenue, employment…
DATA
8
Data management = key process of Truvo’s activities
3 November 2009
Input data flow DATA
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Data Belgacom Data Spectron
Data GraydonSales
Data Free Professions
New Prospects
OK TEL = contact by Call Center
No TEL = contact by letter
Known Prospects
Matching Database Truvo
Automatic upload data or data to
verify by Database dept
3 November 2009
DATA QUALITY PROGRAM
1997 CLIENTISBase data structured & centralised
1998 – 2001 RAW DATA PROCESSING (RDP)Integration of external databasesData cleansing program
2002 – 2006 RAINBOWDatabase forum with other countries
KPI definitions – Benchmarking – Best practices
2007 – 2008 LOCAL DATA QUALITY PROGRAMDatabase projects to improve quality
Enrich businesses – Correct Phone numbers – …
2009 CONTENT STAGING AREAEnrichment & Management of multimedia information
Descriptions – Images – Video – Documents - …
Data Quality program ongoing since 12 years... HISTORY
3 November 2009
Local Data Quality Program 2007-2008 INITIATIVE
3 November 2009
Local Data Quality Program 2007-2008 INITIATIVE
TARGETSEnrich Businesses
5.000 active businesses of 200.000 STANDBY clientis records should be activated
Correct Phone numbers & E-mail addresses
5.000 incorrect phone numbers should be deactivated in Clientis (KPI: 4,3% 3,3%)
7.000 incorrect e-mail addresses should be corrected (KPI: 3,3% 2%)
3 November 2009
Local Data Quality Program 2007-2008 INITIATIVE
COST/BENEFIT: direct revenue increase from acquisition
3 November 2009
3 November 2009
Local Data Quality Program 2007-2008 INITIATIVE
COST/BENEFIT: additional profit after process change for NP
Year New standby
2004 45.218
2005 62.927
2006 42.101
2007 43.707
2008 17.758
Yearly increase standby : 40.000 Random sample of standby’s : 2.500
Missing businesses : 440
New prospects assigned : 284
New customers won : 9
Charge IN : € 16.092
New prospects closed : 147
18 %
65 % min 70% expected(camp.51/52/72/80 not open)
6 %
AVO: € 1.788
18% : 2 = 9%
Missing businesses : 440Addit. businesses found : 3.600
Addit. NP assigned : 2.520
70%
New customers won : 126
5 %
Additional revenue (yearly) : € 126.000
AVO: € 1.000
SAMPLING RESULTSOPTIMISATION RESULTS EXPECTED
Local Data Quality Program 2007-2008 INITIATIVE
Phone numbers to be corrected: 5.000
Paying Advertisers (30%) : 1.500
Sales contact failed (1/3): 500 * €150 * 90% = €60.000
Wrong advert (1/3): 500 * €150 * 90% = €60.000
3 November 2009
IMPACT ON STRATEGIC GOALS
IMPACT
Local search engine fed with more complete, more correct and enriched content
All active companies must be found, not companies without activity due to bankruptcy, fiscal constructions, retirements, etc.
Flexible support for new products & new platforms
Base data Clientis ready to populate mobile site, GPS systems, Digital TV.
Enable ROI engagements of advertiser’s programs (guaranteed contacts)
Wrong phone number in advert leads to immediate loss of contacts for the customer
Impact on strategic goals
3 November 2009
IMPACT ON BUSINESS PROCESSES
IMPACT
New Prospect Flow
Spread contact attempts over a longer time period
Use most efficient contact medium at each attempt (phone fax post)
Reactivate prospects which could not be reached
Updating
Automatic application of less critical update requests (e.g. remove 2nd phone number of free listing)
Increased efforts on electronical addresses
URL detection by partner / URL validation by online tool
E-mail & other data verification by Email Garage.
Impact on processes
3 November 2009
IMPACT ON ORGANISATION
IMPACT
Database Manager appointed
Before 2005: DQ was a mere IT concern
2005 – 2008: DQ activities were distributed over Marketing, Operations and IT
2009: DQ responsability centralised in Operations Database dept
Dedicated “Quality Agent” responsible for electronical addresses
Find new sources
Implement new tools to keep URL & E-mail adresses up-to-date
Changed priorities in operational task list of Database Team
Switched focus from less critical updating to prospection
Impact on organisation
3 November 2009
IMPACT ON CUSTOMER
IMPACT
Less complaints
Higher ROI for customers leads to more customer loyalty
Introduction of “pay-for-performance” propositions
Customer can buy click- and contact-packs i.s.o. normal advertisement
Improved customer segmentation and assignment to sales
Better “User Experience” when searching info in Truvo products
Marketing campaigns get bigger response (e.g. direct mailings)
Customer Commitment Engagement
Impact on customer relation / satisfaction
3 November 2009
IMPACT
Customer Charter Dashboard
3 November 2009
IMPACT ON INNOVATIONS
IMPACT
Appropiate framework to capture « User Generated Content » on new community site www.truvo.com
Truvo Lounge: internet site with secured access for customers
Follow ROI status of own advertisement in Truvo products
Easy way of sending request in order to update data
MySite: new landing site fully controllable by the customer via self-serve interface
Edit business card : name, address, phone, e-mail, website, etc
Add/Remove/Edit content modules: business description, pictures, map, opening hours, logo, keywords, video, etc
Impact on innovations
Demo
3 November 2009
IMPACT
Impact on innovations: MySite example
3 November 2009
IMPACT
Impact on innovations: MySite example
3 November 2009
IMPACT
Impact on innovations: MySite example
3 November 2009
IMPACT
Impact on innovations: MySite example
3 November 2009
CONCLUSIONS
LESSONS
Never give up on convincing people about importance of DQUse concrete arguments (€) when asking for budgetsAgree on very clear terminology and definitionsDon’t get blocked by contradictory visions, but try to support allSplit large DQ initiatives in order to make them feasibleDon’t be too ambitious.Don’t forget to take away the cause, when there is data pollutionCommunicate results and be proud of it
Conclusions: Lessons learned
3 November 2009
RESULTS
Key management people are now convinced of the importance of DQAdditional sales revenue wonEnabler for new business strategy and new productsSeriously improved customer and user satisfactionEfficient use of database resources
Conclusions: Achievements to be most proud of
3 November 2009
THANK YOU
QUESTIONS