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DDMA / TRUVO: Datakwaliteit

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1. Event: DDMA DQ Dag Thema: Dag van de Datakwaliteit Spreker: Herman Kerstens & Lucie Selleslags - Truvo Datum: 10 december 2009 www.ddma.nl 2. TRUVO Data Quality…
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  • 1. Event: DDMA DQ Dag Thema: Dag van de Datakwaliteit Spreker: Herman Kerstens & Lucie Selleslags - Truvo Datum: 10 december 2009 www.ddma.nl
  • 2. TRUVO Data Quality Award 2009 Herman Kerstens – Lucie Selleslags Amsterdam , 3 November 2009
  • 3. OUR COMPANY
  • 4. Truvo mission is to be the preferred partner in local search and advertising for users and advertisers 3 November 2009 Users’ satisfaction is the cornerstone for our advertisers’ loyalty WHO
  • 5. The Truvo cross-media platform enables users and advertisers to find their local information anytime & anywhere 3 November 2009 Truvo Print Truvo Online Media Search Engine Marketing SEA & SEO In our own platforms & in other search engines Truvo Mobile & talking Yellow Pages WHO
  • 6. Truvo operates across Belgium/ Ireland  wholly owned operations Puerto Rico/ South Africa  minority interests <ul><li>Portugal/ Romania </li></ul><ul><li>majority owned operations </li></ul>3 November 2009 WHO
  • 7. <ul><li>1 out of 4 Belgian companies invests in Truvo products (over 110.000 customers) </li></ul><ul><li>300 Sales people out there every day in Belgium </li></ul><ul><li>8 out of 10 Belgians use Truvo Media </li></ul><ul><ul><li>7 out of 10 use Print </li></ul></ul><ul><ul><li>1 out of 2 is an Online user </li></ul></ul><ul><li>Goldenpages.be is ranked in the top 10 sites (CIM Metriweb) </li></ul>40 years of experience on the Belgian advertising market… 3 November 2009 WHO
  • 8. Data indispensable for Truvo to have products, services, customers, revenue, employment… Data management = key process of Truvo’s activities 3 November 2009 DATA
  • 9. Input data flow 3 November 2009 DATA
  • 10. DATA QUALITY PROGRAM
  • 11. Data Quality program ongoing since 12 years... 3 November 2009 CONTENT STAGING AREA Enrichment & Management of multimedia information Descriptions – Images – Video – Documents - … 2009 LOCAL DATA QUALITY PROGRAM Database projects to improve quality Enrich businesses – Correct Phone numbers – … 2007 – 2008 RAINBOW Database forum with other countries KPI definitions – Benchmarking – Best practices 2002 – 2006 RAW DATA PROCESSING (RDP) Integration of external databases Data cleansing program 1998 – 2001 CLIENTIS Base data structured & centralised 1997 HISTORY
  • 12. Local Data Quality Program 2007-2008 <ul><li>MOTIVE </li></ul><ul><li>Negative evolution of DQ indicators </li></ul><ul><li>Customer complaints regarding wrongly published data </li></ul><ul><li>Direct signals from sales & direction board about missing prospects </li></ul><ul><li>Increased importance of content as competitive differentiator </li></ul><ul><li>OBJECTIVES </li></ul><ul><li>Increase sales revenue : </li></ul><ul><ul><li>new prospects </li></ul></ul><ul><ul><li>more efficient customer contact </li></ul></ul><ul><ul><li>less sales losses & decreases </li></ul></ul><ul><li>Reduce complaints : saving on repayments </li></ul><ul><li>Higher « User Experience » of products: guaranteed ROI of advertisement </li></ul><ul><li>Optimised business processes : saving on workload </li></ul>3 November 2009 INITIATIVE
  • 13. Local Data Quality Program 2007-2008 Decreasing Quality Level 3 November 2009 INITIATIVE
  • 14. Local Data Quality Program 2007-2008 <ul><li>TARGETS </li></ul><ul><li>Enrich Businesses </li></ul><ul><ul><li>5.000 active businesses of 200.000 STANDBY clientis records should be activated </li></ul></ul><ul><li>Correct Phone numbers & E-mail addresses </li></ul><ul><ul><li>5.000 incorrect phone numbers should be deactivated in Clientis (KPI: 4,3%  3,3%) </li></ul></ul><ul><ul><li>7.000 incorrect e-mail addresses should be corrected (KPI: 3,3%  2%) </li></ul></ul>3 November 2009 INITIATIVE
  • 15. Local Data Quality Program 2007-2008 COST/BENEFIT: direct revenue increase from acquisition 3 November 2009 INITIATIVE
  • 16. Local Data Quality Program 2007-2008 3 November 2009 COST/BENEFIT: additional profit after process change for NP 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 : 440 Addit. businesses found : 3.600 Addit. NP assigned : 2.520 70% New customers won : 126 5 % Additional revenue (yearly) : € 126.000 AVO: € 1.000 SAMPLING RESULTS OPTIMISATION RESULTS EXPECTED INITIATIVE New standby Year 17.758 2008 43.707 2007 42.101 2006 62.927 2005 45.218 2004
  • 17. Local Data Quality Program 2007-2008 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 INITIATIVE
  • 18. IMPACT ON STRATEGIC GOALS
  • 19. <ul><li>Local search engine fed with more complete, more correct and enriched content </li></ul><ul><ul><li>All active companies must be found, not companies without activity due to bankruptcy, fiscal constructions, retirements, etc. </li></ul></ul><ul><li>Flexible support for new products & new platforms </li></ul><ul><ul><li>Base data Clientis ready to populate mobile site, GPS systems, Digital TV. </li></ul></ul><ul><li>Enable ROI engagements of advertiser’s programs (guaranteed contacts) </li></ul><ul><ul><li>Wrong phone number in advert leads to immediate loss of contacts for the customer </li></ul></ul>Impact on strategic goals 3 November 2009 IMPACT
  • 20. IMPACT ON BUSINESS PROCESSES
  • 21. <ul><li>New Prospect Flow </li></ul><ul><ul><li>Spread contact attempts over a longer time period </li></ul></ul><ul><ul><li>Use most efficient contact medium at each attempt (phone  fax  post) </li></ul></ul><ul><ul><li>Reactivate prospects which could not be reached </li></ul></ul><ul><li>Updating </li></ul><ul><ul><li>Automatic application of less critical update requests (e.g. remove 2 nd phone number of free listing) </li></ul></ul><ul><ul><li>Increased efforts on electronical addresses </li></ul></ul><ul><ul><ul><li>URL detection by partner / URL validation by online tool </li></ul></ul></ul><ul><ul><ul><li>E-mail & other data verification by Email Garage. </li></ul></ul></ul>Impact on processes 3 November 2009 IMPACT
  • 22. IMPACT ON ORGANISATION
  • 23. <ul><li>Database Manager appointed </li></ul><ul><ul><li>Before 2005: DQ was a mere IT concern </li></ul></ul><ul><ul><li>2005 – 2008: DQ activities were distributed over Marketing, Operations and IT </li></ul></ul><ul><ul><li>2009: DQ responsability centralised in Operations Database dept </li></ul></ul><ul><li>Dedicated “Quality Agent” responsible for electronical addresses </li></ul><ul><ul><li>Find new sources </li></ul></ul><ul><ul><li>Implement new tools to keep URL & E-mail adresses up-to-date </li></ul></ul><ul><li>Changed priorities in operational task list of Database Team </li></ul><ul><ul><li>Switched focus from less critical updating to prospection </li></ul></ul>Impact on organisation 3 November 2009 IMPACT
  • 24. IMPACT ON CUSTOMER
  • 25. <ul><li>Less complaints </li></ul><ul><li>Higher ROI for customers leads to more customer loyalty </li></ul><ul><li>Introduction of “pay-for-performance” propositions </li></ul><ul><ul><li>Customer can buy click- and contact-packs i.s.o. normal advertisement </li></ul></ul><ul><li>Improved customer segmentation and assignment to sales </li></ul><ul><li>Better “User Experience” when searching info in Truvo products </li></ul><ul><li>Marketing campaigns get bigger response (e.g. direct mailings) </li></ul><ul><li>Customer Commitment Engagement </li></ul>Impact on customer relation / satisfaction 3 November 2009 IMPACT
  • 26. Customer Charter Dashboard 3 November 2009 IMPACT
  • 27. IMPACT ON INNOVATIONS
  • 28. <ul><li>Appropiate framework to capture « User Generated Content » on new community site www.truvo.com </li></ul><ul><li>Truvo Lounge : internet site with secured access for customers </li></ul><ul><ul><li>Follow ROI status of own advertisement in Truvo products </li></ul></ul><ul><ul><li>Easy way of sending request in order to update data </li></ul></ul><ul><li>MySite : new landing site fully controllable by the customer via self-serve interface </li></ul><ul><ul><li>Edit business card : name, address, phone, e-mail, website, etc </li></ul></ul><ul><ul><li>Add/Remove/Edit content modules: business description, pictures, map, opening hours, logo, keywords, video, etc </li></ul></ul>Impact on innovations Demo 3 November 2009 IMPACT
  • 29. Impact on innovations: MySite example 3 November 2009 IMPACT
  • 30. Impact on innovations: MySite example 3 November 2009 IMPACT
  • 31. Impact on innovations: MySite example 3 November 2009 IMPACT
  • 32. Impact on innovations: MySite example 3 November 2009 IMPACT
  • 33. CONCLUSIONS
  • 34. <ul><li>Never give up on convincing people about importance of DQ </li></ul><ul><li>Use concrete arguments (€) when asking for budgets </li></ul><ul><li>Agree on very clear terminology and definitions </li></ul><ul><li>Don’t get blocked by contradictory visions, but try to support all </li></ul><ul><li>Split large DQ initiatives in order to make them feasible </li></ul><ul><li>Don’t be too ambitious. </li></ul><ul><li>Don’t forget to take away the cause , when there is data pollution </li></ul><ul><li>Communicate results and be proud of it </li></ul>Conclusions: Lessons learned 3 November 2009 LESSONS
  • 35. <ul><li>Key management people are now convinced of the importance of DQ </li></ul><ul><li>Additional sales revenue won </li></ul><ul><li>Enabler for new business strategy and new products </li></ul><ul><li>Seriously improved customer and user satisfaction </li></ul><ul><li>Efficient use of database resources </li></ul>Conclusions: Achievements to be most proud of 3 November 2009 RESULTS
  • 36. THANK YOU QUESTIONS
  • [I] Introduction

    Jul 23, 2017

    Syllabus

    Jul 23, 2017
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