best practices: creating and maintaining a database
DESCRIPTION
Phil McMannis, Database Analyst & E-Commerce Project Manager and Liz MacKenzie, Marketing Program Specialist from Experian QAS are invited to talk about the best practices for creating and maintaining a clean database.TRANSCRIPT
- 1. Best Practices: Creating and Maintaining a Clean DatabaseThursday, July 15 th , 2010 Teleconference: 1-866-237-3252Passcode: 561552
2. Welcome! Introductions and Overview of Todays Session
- Experian QAS reviews best practices for creating and maintaining a clean database
-
- Todays speakers:
-
-
- Phil McMannis
-
-
-
-
- Database Analyst & E-Commerce Project Manager, Experian QAS
-
-
-
-
- Liz MacKenzie
-
-
-
-
- Marketing Program Specialist, Experian QAS
-
-
-
- Steps to obtaining and retaining good contact data
-
- Questions from the audience
3. Why is contact data management important?
- Improve communications and increase responses
-
- Ability to market, cross-sell
-
- Timely delivery of products and services
-
- Bill collection
- Reduce unnecessary costs
-
- Wasted printing and postage expenses
-
- Efficiency of call center personnel, back-office staff
- Enhance customer service
The right contact data + the right follow up =Improved customer & prospect relationships 4. Polling Question 1 5. Its not just about having a database its really about what you do with it! 6.
- Step 1:Understand your data
- Step 2:Clean existing data
- Step 3:Remove duplicate records
- Step 4:Enhance and update data
- Step 5:Verify data during all capture processes
- Step 6:Continue to enhance, update, and learn
Steps to Clean and Maintain a Clean Database 7. Step 1: Understand your data
- Key questions every organization should ask:
-
- Where does the data come from?
-
-
- Who enters it (customers or staff)?
-
-
-
- Do they want to get it right?
-
-
- How is it formatted?
-
- What, if any, controls are in place?
-
-
- Required fields
-
-
-
- Data entry training
-
-
-
- Performance metrics
-
8. Step 1: Understand your data Build a Data Spider Multi- Channel Retailer Web/Online Call Center Mail/Fax Stores Fulfillment Marketing Customer Service Finance 9. Step 1: Understand your data Outline the Challenges of Data Capture
- Web/Online
-
- People arent paying attention
-
- Typos
- Call Center
-
- Misinterpret what a customer is saying
-
- Fat-fingering
- Mail/Fax (Manual Entry)
-
- Poor handwriting
-
- Incomplete information
- Stores
-
- High pressure environment
-
- Customers unwilling to provide contact details
10. Step 2: Clean existing data
- Review Your Data
-
- Dont be afraid to get your hands dirty, manually review records to see how it actually looks
- Audit Completeness
-
- Completeness dictates if fields need to be filled in via appending
- Clean and Standardize
-
- Leverage 3 rdparty data as well as your own
- Dont Underestimate Addresses
-
- Its one of the strongest pieces of data you have
- This is the traditional scrubbing, batching or old school cleaning
11. Step 3: Remove duplicate records Can you merge first?
- If possible, merge records into a centralized master file
-
- Results in a singular view of the customer
-
- You can better understand and segment your data
-
- Economies of scale on de-dupe, append and enhance
- BUT This isnt always an option as it depends on infrastructure
12. Step 3: Merge and/or de-dupe records
- Decide what elements to match on
-
- Matching elements determine where duplicates can be found
- Use a tool with fuzzy or flex matching
-
- This allows for a greater match rate
-
- Helps to find duplicate records that may not have been identified with more rigid matching
Physical + Name or Email Address/Household Dougherty = Dorty PhoneticNational Broadcasting Company = NBC Acronym Wilson = Wislon Character Occurrence William = Bill = Will = Billy Table-based Mr. J. Smith = John Smith = Smith John Element Matching Shoe Size, SSN, Customer Number Custom Field Example Match Type 13. Polling Question 2 14. Does your data make you look like a spammer? 15. Step 4: Enhance and update data
- 75% of organizations use at least one data enhancement set(Source: Dynamic Markets Limited, January 2009)
-
- Perform NCOA Linkprocessing
-
-
- USPS processes over 43 million permanent Change of Address (COA) orders each year
-
-
-
- 15% of Americans and 19% of business move annually
-
-
- Append geo-demographic data including:
-
-
- Geographical information
-
-
-
- Latitude/longitude coordinates
-
-
-
- Cross sell ability
-
-
-
- Risk
-
-
-
- Lifestyle
-
- Segment your file increase your ability to target customers
16. Polling Question 3 17. Step 5: Verify data during all capture processes
- Know where your data is being collected and entered
-
- Point of sale
-
- Website
-
- Call center
-
- Paper forms
- Set expectations
-
- Have a standardized process in place so that all information is being captured in the same way
- Verify against a reputable third party source
18. No Verification or Cleansing Interactive version atwww.qas.com/home 19. Post-Capture Cleansing Only Interactive version atwww.qas.com/home 20. Cleansing and Verification at One Capture Point Interactive version atwww.qas.com /home 21. Cleansing and Verification at Some Capture Points Interactive version atwww.qas.com /home 22. Cleansing and Verification at all Capture Points Interactive version atwww.qas.com /home 23. Step 6: Continue the cycle - enhance, update, andlearn
- Data changes constantly and needs regular check-ups
- Continuous database maintenance it allows for:
-
- Better assessment of the quality of data after each strategy is implemented
-
- Ensuring that old data is refreshed and continues to perform for future campaigns
24. QAS Products & services Real-time verification Clean & enhance
- Clean
- QAS Batch (PC Based)
- QAS Bulk Processing(Web Based)
- Phone & Email Batch (Service)
- Enhance
- QAS Unify(PC Based)
- NCOA Link(Service)
- Address
- QAS Pro (PC Based)
- QAS Pro On Demand(Software as a Service)
- QAS Pro Web (Web Based)
- QAS Pro API(Integration Toolkit)
- Phone and Email
- QAS Phone (Service)
- QAS Email (Service)
25. Questions Questions after the event? Email: [email protected] Call: 888-727-3985Visit:www.qas.com ? Submit your questions now! 26.