Data Lounge

Your recipe for successIngredients• Data• People• Processes• Technology

Method1.2.3.4.5.6.7.8.9.10.

Step 1 - Start at the end

What will the data be used for?

• Ordering• Delivering• Billing• Marketing• Reporting

Ensure data is fit for purpose

Step 2 - Ingredients

What data is being captured and stored?

• Names • Addresses• Profiling information• Preferences• Purchase history

Have you got everything you need?

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Step 3 - Measurement

How good is this data?

• At point of entry• Over time

• Data quality• Data integrity

Your recipe for successIngredients• Data• People• Processes• Technology

Method1. Start at the end2. What data are you capturing and storing? 3. How good is this data?4.5.6.7.8.9.10.

Step 4 - Where do you start?

Where are you and where do you want to be?

• Company use of information • Current performance• Target performance• Put data quality standards in place

Find your biggest gaps and prioritise

Step 5 – Getting people on board

Ensuring stakeholder involvement

• Up the line• Around you• Doers• Users

Show ‘WIIFT’

Appeal to competitive natures

 

Business Partners

London South

Key Partners

London North

ScotlandCust

Mgmt

Total No. Contacts added

75 319 13 86 16 46

Average % capture 95% 99.5% 100% 95% 98% 98.9%

POSITION 5th 2nd 1st 6th 4th 3rd

Step 6 - Getting support for investment

The agenda of the decision makers

• Reputation• Revenue• Cost• Profit• Compliance

Your recipe for successIngredients• Data• People• Processes• Technology

Method1. Start at the end2. What data are you capturing and storing? 3. How good is this data?4. How good should it be? 5. How to get people on board6. How to get resource to improve it7.8.9.10.

Step 7 – Putting effective processes in place

Shaken not stirred?

Crushed ice not cubes

Add a dash of tabasco before the final shake

Twist of lime

Add soda and sugar

Build robust future-proof processes

Shaken not stirred?

Crushed ice not cubes

• What processes are in place?• Are they up to date?• Are they efficient?• Are they effective?

Step 8 – Use technology

Take advantage of tools available

• Concentrate on your business • Tools available to

– avoid potential data pollution– manage data decay over time– profile and segment contacts– suppress those who won’t respond

Step 9 – Have you improved?

Measure and report progress

• Customer satisfaction• Speed• Accuracy• Results against business case

Regular reviews and feedback to people

involved

Negative financial impacts

Measure and improve

0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

FY04 FY05 FY06 FY07

Step 10 - Start again

Your recipe for successIngredients• Data• People• Processes• Technology

Method1. Start at the end2. What data are you capturing and storing? 3. How good is this data?4. How good should it be? 5. How to get people on board6. How to get resource to improve it7. How to set up effective processes8. How to take advantage of technology9. How to show improvement 10. Start all over again