dn:Director solution areas: Single View of Customer, Business Improvement

The global recession and general squeeze on spending in both B2B and B2C markets is forcing Marketing Managers to optimise the ROI from every penny of the Marketing budget. As is always the case in times of market downturn, corporate focus hones in on the cost centre of Marketing, and the pressure is on for Marketing management to reduce waste, improve targeting and segmentation, and identify every possible opportunity.

Data degradation is an inevitable problem for all Marketing teams through natural churn, but often Marketing Managers have to contend with poor quality customer and prospect data which can significantly affect the ROI of any activity and ultimately result in wasted vital budgetary resources. Advances in technology are broadening the ‘marketing mix’ and as a result data can now be gathered from an even broader range of activities, including social media (blogging, Twittering etc), interactive services (iTV, podcast subscribers, loyalty touchscreen kiosks) and mobile browsing.

Much of this data is either entered by the customer/subscriber without regard for data quality, or is generated in incompatible systems with different data layouts and taxonomies. dn:Director’s data agnosticism (working with data from any source application, in any format) allows Marketing teams to consolidate the data by validating and standardising data structures, whilst also resolving the inaccuracies, omissions, inconsistencies or inappropriate formatting that typically degrades the data value and prevents effective campaigning. The result is a fit-for-purpose Single View of Customer.

An effective Single View of Customer delivers:

• Combined marketing data silos (e.g. CRM, website repositories, MIS, online traffic stats, lead generation/telemarketing etc) into a single ‘view of the truth’
• Improved targeting of product/service/message specifically to a customer’s needs as identified by the purchasing/usage profile
• More accurate, granular segmentation
• Minimised Direct Mail waste (returns, duplications, reduced print cost) through improved accuracy of customer address data
• The opportunity to reduce distribution costs and tailor offers through householding analysis (sending consolidated or family offers)
• Improved customer insight allowing identification of every cross-sell opportunity across all product/service arms
• Improved demand planning and promotional campaign management through accurate, complete, fit-for-purpose SKU performance reporting

From one simple, central application console, Datanomic’s dn:Director enables organisations to unify and normalise data from discrete sources in multiple formats, identifying gaps and repairing issues in the data and instigating automated rules to ensure the integrity of the data going forward.

To assess your current data with you, Datanomic would be delighted to facilitate a free 90-minute QuickStats Workshop. Using a sample of your data with the dn:Director profiling and auditing processes, this workshop helps assess potential errors, inconsistencies and inaccuracies in data sets and provides suggestions for ways to fix them to ensure your data is fit for purpose. At the end of the session, we will leave you with a detailed Results Book of findings.

To request a QuickStats Workshop for your organisation, please follow this link to our QuickStats Workshop Request form.