New capabilities improve international marketing
campaign accuracy and ROI on a global, enterprise-wide scale
Cambridge, UK – 19 May 2010 - Poor accuracy, consistency and standardisation of data that frustrate the efforts of marketers is often exacerbated when dealing with international business units and data in multiple character sets, but the solution is the same regardless of geography, according to enterprise data management and compliance specialist, Datanomic Limited.
Regional variations in customer data can be considerable – not least the use of different character sets – but even when data is stored in roman characters, there can be wide variations in how what is termed ‘The Big 6’ of customer data are stored. The ‘Big 6’ comprise the name, address, date of birth, contact information, gender and the ‘campaign-specific’ criteria, which determine whether or not someone should be included in a segmentation based on previous or predicted behaviour or needs.
Variations include differing conventions as to given and family name order, multiple equivalences of converted foreign alphabet names, date format changes, variations in the standards for landline and mobile telephone numbers and significant fluctuations in address line order. All such regional distinctions can all serve to accentuate the problem of building an accurate, reliable and de-duplicated segmentation for marketing campaigns.
“Name equivalency data delivers a whole additional layer of matching issues for marketers looking to deploy international campaigns across their global customer base,” said Jeremy Lovett, Vice President, Data Management Applications at Datanomic. “There are famously over 200 different ways just to spell Mohammed phonetically in a western alphabet, with nearly 100 in common use, and so ensuring that the same individual is matched across all transactional databases is a challenge that needs a powerful data solution. Our dn:Director for B2C Marketing solution allows accurate ‘merge and purge’ matching and de-duplication of such data to ensure minimised campaign waste.”
Datanomic’s dn:Director for B2C Marketing has been updated following the release of the latest version of its core dn:Director application, and now includes a wide range of capabilities specifically designed for global enterprise use.
Transliteration of over 45 different character sets (including the multiple variations of Chinese, Korean, Arabic, Thai, Russian and Greek scripts) and names equivalencies for existing translations make the ability to fuzzy match data from business units across the world far easier.
Resolving issues in data that is shared globally across multiple business units often needs assistance from the local team. dn:Director for B2C Marketing now incorporates access to dn:Director Version 8’s in-built case management system, which allows Business Owners of Data and their Data Stewards and Data Analysts to collaborate seamlessly to resolve issues in the data that underpins their business-critical applications across all geographies.
“Our name equivalencies data is just one example of how Marketers can enhance their campaign data from external reference sources. They can apply business rules and calculations against their data to further refine their segmentation for optimised targeting of cross-, link- and up-sell opportunities for maximum ROI,” continued Lovett. “To make life even easier for Marketers, these business rules don’t need to be created or maintained in dn:Director – the new Business Rules engine can access rule sets from other desktop applications, such as MS Excel. This ensures better usability for non-technical business users by not requiring specific dn:Director expertise.”
To understand the benefits that its B2C Marketing Solution can bring, Datanomic is inviting Heads of Marketing to request a free QuickStats Workshop, which will provide insight into the state of their campaign data, and how to improve its fitness-for-purpose. The request form can be found at http://www.datanomic.com/ quickstats.
About Datanomic
Datanomic’s flagship enterprise Compliance Screening and Data Management software, dn:Director, helps organizations remain compliant with legislation, save money, streamline business processes, reduce waste and seize more opportunities. dn:Director’s broad capabilities enable organizations to identify and eradicate problems in customer, financial and product data, improve compliance performance and better manage business risk. Headquartered in Cambridge, UK, with an office in New York, USA, Datanomic was founded in 2001. www.datanomic.com
For further information, please contact:
Jeremy Jones
Datanomic Ltd
Tel: +44 (0) 1223 228418
Email: jeremy.jones@datanomic.com
Vanessa Land
Devonshire Marketing (PR for Datanomic)
Tel: + 44 (0)870 242 7469
Email: vanessa@devonshiremarketing.com