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Getting the most out of your data

Getting the most out of your data. INTERACTION User Group Meeting Thursday 6 December 2012. Craig Martin, Marketing Database Manager. Holman Fenwick Willan. The firm.

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Getting the most out of your data

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  1. Getting the most out of your data INTERACTION User Group Meeting Thursday 6 December 2012 Craig Martin, Marketing Database Manager Holman Fenwick Willan

  2. The firm • International commercial law firm specialising in energy & resources, trade, shipping and transportation, insurance and reinsurance, and corporate and commercial work • 14 officesin 10 countries • Almost 500 lawyers

  3. The background Then • Started with 30 users in London Office • 60,000 contacts Now • Over 750 users worldwide • 180,000 contacts

  4. The background Then • Started with 30 users in London Office • 60,000 contacts Now • Over 750 users worldwide • 180,000 contacts One constant • Data quality • Over two-thirds of companies have no business type • Issues when trying to segment our contacts

  5. The challenge • To integrate external company profile information with our existing InterAction data

  6. The challenge • To integrate external company profile information with our existing InterAction data • Provide better segmentation for targeted marketing initiatives • Take a more co-ordinated view of existing & target client base • Track ROI for marketing initiatives with key clients • Make more informed decisions on where to focus new business aims

  7. The challenge • To integrate external company profile information with our existing InterAction data • Provide better segmentation for targeted marketing initiatives • Take a more co-ordinated view of existing & target client base • Track ROI for marketing initiatives with key clients • Make more informed decisions on where to focus new business aims • Decided to start with clients only • Match and append process returned 60% with confidence code of 7-10

  8. The suppliers • D&B recognised amongst market leaders in company data • Needed someone to build the bridge with InterAction • After a failed attempt with an initial supplier.....help was at hand...

  9. The suppliers • D&B recognised amongst market leaders in company data • Needed someone to build the bridge with InterAction • After a failed attempt with an initial supplier.....help was at hand...

  10. The initial software • Needed something more dynamic with ability to refresh the data on demand • Improved data quality by standardising company names and addresses • Pulled through company profile data • Provided a manual look-up and matching tool

  11. The software development • View organisational structures and see who we already know • To easily import other members of the family tree • Improved search capabilities in look-up tool • And we made it a bit prettier too!

  12. The journey......it's been emotional! • Over a year since initial discussions took place • Not all plain sailing – issues with multiple family trees • Plan to go live from start of 2013 & roll-out look-up tool firmwide • Future integration with PMS and NBI process

  13. And now for the demo!

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