DDMA / Philips: Datakwaliteit

Philips International beschikt over een internationale consumentendatabase met daarin data van meer dan 240 landen. Philips is begonnen om hun Global CRM activiteiten van de consumenten producten uit te breiden en te optimaliseren. Dit kan alleen door het hebben van een juist en volledig klantbeeld; om dit klantbeeld te realiseren moet de kwaliteit van de data op het hoogst haalbare niveau liggen. Locale marketingafdelingen kunnen zo hun tijd besteden aan marketingactiviteiten i.p.v. het verbeteren van de kwaliteit van hun outputbestanden.
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  • 1. Event: DDMA Dag van de Datakwaliteit Thema: DQ Award Spreker: Patrick Degenhardt & Basile Fattal Datum: 24 oktober 2007, De Lindenhof, Delft
  • 2. Patrick Degenhardt & Basile Fattal Data Quality: the cornerstone of the global Philips CRM strategy
  • 3. Patrick Degenhardt Basile Fattal DDMA Data Quality Award October 2007 Data quality: the cornerstone of the Global Philips CRM strategy
  • 4. Agenda <ul><li>Philips’ core areas </li></ul><ul><li>CRM at Philips </li></ul><ul><li>Data quality as an enabler of CRM </li></ul><ul><li>Results </li></ul>
  • 5. Healthcare Lifestyle Technology
  • 6. 2. CRM at Philips
  • 7. CRM objectives Increase consumer loyalty for the Philips brand Facilitate sales of Philips products Generate traffic to
  • 8. CRM scope <ul><li>The Global CRM Team oversees all consumer data and direct campaigns in all countries where Philips operates, counting on a network of 200 employees in all continents. </li></ul><ul><li>Data collection and use reaches all business areas in the company: Marketing, Research, Product Development, Service, Call Centers, Strategy, etc. </li></ul>30 MILLION CONSUMERS WORLDWIDE
  • 9. Country segmentation <ul><li>Countries are not uniform. Different degrees of readiness towards CRM require a flexible approach from the Global Team. </li></ul><ul><li>Thus, countries are divided in 3 tiers: </li></ul>Basic Developing Advanced
  • 10. <ul><li>Advanced: </li></ul>Country segmentation Basic Developing Advanced <ul><li>Characteristics: </li></ul><ul><li>Dedicated team in the country </li></ul><ul><li>Seamless integration with Global/Local campaigns </li></ul><ul><li>Core of Global Consumer Hub </li></ul><ul><li>Mission Critical initiatives </li></ul><ul><li>Segmentation with personas </li></ul><ul><li>Datamining to generate better campaigns </li></ul><ul><li>Stronger data collection </li></ul><ul><li>Automated campaigns </li></ul><ul><li>Advanced Data Quality </li></ul><ul><li>70% of database </li></ul>
  • 11. <ul><li>Developing: </li></ul>Country segmentation Basic Developing Advanced <ul><li>Characteristics: </li></ul><ul><li>Partially dedicated team in country </li></ul><ul><li>Integration with Global campaigns and database </li></ul><ul><li>Country-generated projects </li></ul><ul><li>Campaign Calendar </li></ul><ul><li>Strong data collection </li></ul><ul><li>Use of Global automated campaigns </li></ul><ul><li>Sales-oriented stand alone campaigns </li></ul><ul><li>Enhanced data quality </li></ul><ul><li>25% of database </li></ul>
  • 12. <ul><li>Basic: </li></ul>Country segmentation Basic Developing Advanced <ul><li>Characteristics: </li></ul><ul><li>Registration via standard methods </li></ul><ul><li>Global Consumer Hub </li></ul><ul><li>Use of Global stand alone campaigns when feasible </li></ul><ul><li>Ongoing data quality </li></ul><ul><li>5% of database </li></ul>
  • 13. Multi-channel approach <ul><li>360º View of Consumer: </li></ul><ul><ul><li>Means more information collected about consumers </li></ul></ul><ul><ul><li>Therefore data quality and integration becomes more important </li></ul></ul>eMail Web eShop Support Research
  • 14. 3. Data quality as an enabler of CRM
  • 15. Wide array of data capturing channels <ul><li>PHILIPS.COM </li></ul><ul><li>Remove registration clutter </li></ul><ul><li>Simplify registration process </li></ul><ul><li>More information to improve data quality </li></ul><ul><li>Opt-in box more visible </li></ul><ul><li>Create registration Guidelines </li></ul>
  • 16. Wide array of data capturing channels On home page On top banner of every webpage Quick registration in several locations In every Newsletter
  • 17. Wide array of data capturing channels Message on all user manuals, quick start guides and packaging
  • 18. <ul><li>Capture of email address via Call Center Agents </li></ul>Wide array of data capturing channels Registration Link on Support Pages
  • 19. A unique view of the consumer is therefore essential! DIFFERENTIATE INTERACT MONITOR KNOW
  • 20. Data cleansing suite <ul><li>30+ million consumers </li></ul><ul><li>240 countries </li></ul><ul><li>70 consumer segments in 5 key countries </li></ul><ul><li>Multiple entry sources </li></ul><ul><li>Capable of keeping track of the consumer in a very dynamic environment </li></ul><ul><li>Call centers: manual data entry leads to low data quality </li></ul><ul><li>Readiness for double byte characters </li></ul>THE DATA CLEANSING SUITE MUST BRING SIMPLICITY TO A VERY COMPLEX LANDSCAPE!
  • 21. Data cleansing suite (1) Standardization + data Verification at Source (2) Data format check at entry point <ul><li>(3) Daily + Yearly </li></ul><ul><li>Data Cleansing </li></ul><ul><li>Name parsing </li></ul><ul><li>Address parsing </li></ul><ul><li>Email validation </li></ul><ul><li>De-duplication </li></ul><ul><li>Integration </li></ul><ul><li>(4) Data Appending + Campaigns </li></ul><ul><li>Mover’s data </li></ul><ul><li>Suppression lists </li></ul><ul><li>Bounce data </li></ul><ul><li>Campaign results </li></ul>Call Center Eshop Micro-site Central Database Marketing Database
  • 22. 4. Results
  • 23. Data quality results <ul><li>Data quality is an enabler to CRM, not an objective in itself </li></ul><ul><li>Good data quality allowed us to do more targeted and better campaigns </li></ul><ul><li>Name Validation 75%  99% </li></ul><ul><li>Address Validation 65%  90% </li></ul><ul><li>De-duplication 79%  90% </li></ul><ul><li>Gender Known 35%  87% </li></ul><ul><li>Deliverable Emails 70%  99% </li></ul><ul><li>Front-end processes have been adjusted in order to guarantee better data quality – e.g. call center training and change in interface. </li></ul>
  • 24. Facts & figures - registration status 9,500,000 15,000,000 19,000,000 21,000,000 24,000,000 30,000,000 30% Marketable Consumers 30% 2002 2003 2004 2005 2006 2007 2008
  • 25. More segmented and better campaigns 9 x more campaigns than a year ago!
  • 26. Automated emails Welcome to Philips Benefits to Interact Survey Birthday Opt-out Confirmation
  • 27. We hope to have given you some additional insights… DANK U WEL!
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