targeting the right audience for email deployment · 2020-06-07 · targeting the right audience...
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A pioneer in healthcare digital communications and connectivity, DMD Marketing Corp. offers the only authenticated database available that can reach, report, and respond to the dynamic digital behavior of more than six million fully opted-in U.S. healthcare professionals (HCPs). Through this database, pharmaceutical marketers, medical marketing agencies, publishers, hospitals, Continuing Medical Education (CME) organizations, and healthcare recruiters have digital access to more than 90 percent of physicians with email addresses and real-time data that unlocks precision targeting and engagement capabilities across the most influential healthcare audiences. To date, DMD has deployed more than 300 million emails and 30,000 campaigns.
Optimizing data quality with self-service data preparationData quality is a key differentiator for DMD Marketing in a business where the principal service they provide—emails to health care professionals—is essentially a commodity that can be supplied more cheaply by competitors. To maintain its edge in data quality, DMD knew it needed to move off its legacy systems, many of which were at end of life and which did not permit the business to scale to meet client needs. In addition, turnaround times for email campaigns were becoming too long, and time-to-market for new products was too slow. Also, the growth curve the company was on—with the volume of business expected to grow by 20 percent— would soon render their current manual, complex processes completely ineffective.
Why Talend?“After a rigorous search for a new data tool, we decided on Talend Cloud Data Preparation,”
says Ransom. “Talend met our important criteria for big data connections and wide data integrations. It also offers excellent onboarding and training, and a strong user community, which goes way beyond a help desk and makes it possible to discover things we didn’t know we could do with the software.”
Bill Simakis, Senior Director, Software Development for DMD, says scalability and the ability to automate processes also decided DMD in favor of Talend. “After implementation, Talend helped us quickly replace some of our legacy processes and automate them much more quickly than if we had to do the coding ourselves,” he says. “And the connectors into different technologies, like SFTP or such AWS technologies as S3 and EMR clusters, have sped up things a lot in comparison to having to build it all from scratch on our own.”
According to Ransom, “Talend Cloud Data Preparation has a very clean, easy-to-use interface, which allows us to get value out of our enterprise data much faster. The visualizations are key for us and allow us to analyze data and return it to our customers quickly. We often get data from the last 40 years that has quality issues. Talend Cloud Data Preparation allows us to get it cleaned up quickly so we can make sense of it and put it to good use in our daily operations.”
Increasing revenue potentialDMD also chose Talend for its data stewardship and self-service functionality. “It’s important to enable our internal users and, to a certain extent, our clients, to get in and see the email data and web tracking data on their own—without needing advanced technical skills,” says Ransom. “That’s why we’re moving away from manual processes with manual data checks and are
Targeting the right audience for email deployment
“For our client base, it is important that they know they are targeting the proper healthcare professionals. So, having clean data is vital for our business. Talend Cloud Data Preparation helps us deliver that.
CA S E S T U DY
INDUSTRY
• Direct marketing
INFORMATION• HQ: USA
• 51-200 employees
USE CASE• Targeted marketing
CHALLENGE• Optimizing data quality with self-service data preparation
TALEND PRODUCT USED • Talend Cloud Data Preparation
RESULTS • Email deliverability verified at 95%
• Email turnaround time reduced from 3 days to 1 day
• 50% faster time to insight
”Jermaine Ransom, Vice President of Data Services, DMD Marketing Corp.
instead automating as much as possible, then providing human users access so they can augment and enhance the data. Making it possible for users to understand and
interact with the data can significantly help improve the quality of the data we provide our clients. That’s why we’ve incorporated Talend Data Stewardship and Data Governance into our processes.”
“Enabling our internal users to see the data on their own without needing any advanced technical skills is really what is important to us. And making it possible for our users to understand and interact with the data can significantly help improve the quality of the data we provide to our clients.”
DMD has already realized a range of benefits from its move to the cloud and re-platforming to Hadoop, NoSQL and Talend. The company has plans to automate 100 percent of data intake processes and accelerated time-to-insight by more than 50 percent. In addition, DMD is using Talend to build on their largely authenticated email database. Email data are refreshed every 24 hours, which helps the company outpace the competition with 95 percent email deliverability.
“What Talend does is afford us the ability to automate and scale our processes with the growth of the business,” says Ransom. “Every dollar that DMD pulls in is predicated on how many healthcare professionals we can match. The biggest benefit with Talend and its Data Preparation and Data Stewardship modules is that they’ll enable us to match more and increase our revenue potential.”
“We expect a 20% increase in revenue growth. Talend gives us the ability to automate and scale with the growth of our business.”
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