Rebecca Clayton16th November 2005

Building a case for investment

Agenda

Global research

Benchmarking

Your action plan

Methodology

550 organisations

6 sectors

CEO’s, MD’s, Senior Managers

Countries in which the survey was conducted

Your opportunity to benchmark

Your organisation

Global result UK result Sector resultYour

priorityACTION REQUIRED

1 - 24%

25 - 49%

50 - 74%

75 - 99%

100%

1 - 5%

6 - 9%

10 - 19%

20 - 49%

1 - 5%

6 - 10%

11 - 15%

16 - 20%

21 - 30%

1 - 5%

6 - 10%

11 - 15%

16 - 20%

21 - 30%

Y

N

Y

N

Y

N

Y

N

Y

N

Attendee name Company name

Q 1 What percentage of your database is accurate and complete ?

Q 2 What percentage of your database has mistakes in it created at the point of data entry ?

Q 3 What percentage of revenue do you think inaccurate / incomplete data costs your business from wasted time, lost productivity and wasted marketing spend ?

Q 4 What percentage of your annual revenue do you lose from not profiling customers because of data quality issues ?

Q 5a Does your organisation have one owner responsible for your database ?

Q 5b If so, is this their only job ?

Q 6 Do you have an organisation wide, formal data management strategy ?

Q 7 Do all employees view database accuracy as an important issue ?

Q 8 Have data management strategies been discussed at Board level in the last three years ?

Q 1 - Accuracy

What percentage of your database is accurate and complete ?

A 1 - Accuracy

% Accuracy Global UK

1 – 24 % 0 0

25 – 49 % 1 3

50 – 74 % 8 5

75 – 99 % 71 80

100 % 14 8

Q 2 – Mistakes at data entry

What percentage of your database has mistakes in it created at the point of data entry ?

A 2 – Mistakes at data entry

% data with errors Global UK

1 – 5 % 37 36

6 - 9 % 7 10

10 - 19 % 13 15

20 - 49 % 8 10

80% of organisations have data which includeserrors created at point of entry

Q 3 – Cost of waste

What percentage of revenue do youthink inaccurate / incomplete data costs your business from

wasted time, lost productivity, and wasted marketing spend ?

A 3 – Cost of waste

% Cost Global UK

1 – 5 % 46 42

6 - 10 % 7 4

11 - 15 % 5 3

16 – 20 % 3 4

21 - 30 % 1 1

73% report inaccurate data costs them money

On average 6% of annual revenue

Q 4 – Missed sales

What percentage of your annual revenue do you lose from not profiling customers because ofdata quality issues ?

A 4 – Missed sales

% Cost Global UK

1 – 5 % 46 36

6 - 10 % 8 3

11 - 15 % 4 3

16 – 20 % 2 3

21 - 30 % 2 0

75% say inaccurate data results in lost potential sales

On average 6.2% of revenue

Q 5 - Ownership

Does your organisation have one owner responsible for the database ?

Is this their only job ?

A 5 – Ownership

No. people who own data

Global

1 10 %

2 2 %

3 79 %

4 3 %

5 1 %

42% have a dedicated database manager

Only 3% of these have no other responsibilities

Q 6 – Company wide strategy

Do you have an organisation wide, formal data management strategy ?

A 6 – Company wide strategy

Finance 24%

Public sector 36%

Leisure/travel 23%

Retail 27%

Telecoms 18%

Utilities 21%

Country %

Australia 32%

Benelux 26%

France 30%

Germany 16%

Singapore 20%

UK 26%

US 30%

Sector %

Finance 24%

Public sector 36%

Leisure/travel 23%

Retail 27%

Telecoms 18%

Utilities 21%

UK third equal

Q 7 – All employees value accuracy

Do all employees view database accuracy as an important issue ?

A 7 – All employees value accuracy

Country %

Australia 41%

Benelux 44%

France 32%

Germany 52%

Singapore 76%

UK 58%

US 47%

Sector %

Finance 46%

Public sector 42%

Leisure/travel 44%

Retail 53%

Telecoms 54%

Utilities 44%

UK in second place

Q 8 - Board Level buy in

Have data management strategies been discussed at Board level in the last three years ?

A 8 – Board level buy in

Country %

Australia 8%

Benelux 7%

France 9%

Germany 6%

Singapore 35%

UK 21%

US 35%

Sector %

Finance 16%

Leisure/travel 16%

Retail 22%

Telecoms 25%

Utilities 9%

UK ahead of Europe

Benchmarking wrap up

AccuracyMistakes at entryCost of wasteMissed salesOwnershipCompany wide strategyAll employees see valueBoard level buy in

75 – 99%

6%

6.2%

3 people

26%

58%

21%

35% over 6%

Building action plans

AccuracyMistakes at entryCost of wasteMissed salesOwnershipCompany wide strategyAll employees see valueBoard level buy in

Avoid mistakes at entry

Get it right first timeAvoid database pollutionManage multiple touchpoints

Gather evidence: compare data from call centre, web, in store, coupon returns

Check field design and consistency

Avoid mistakes - action plan

Set targets for entering perfect recordAudit and report on entered dataCase study: Equipment supplier

Company wide strategy

List those who can enter dataDefine data entry standardsList owners of dataDefine ongoing maintenance routines Appoint Data Stewards

Don’t need to think one upUse templates availableCase study: Pharmaceutical company

Strategy – action plan

Getting all employees to care

Lack of knowledge of uses of dataShow evidence e.g. incorrectly addressed / returned mailShare resultsRecognise and reward good practice

Data culturePoliciesTrainingIncentivesCase study: Automotive industry

Caring employees – action plan

Board level buy in

Find a champion at this levelTap into major pain points

FinancialCompliancePerception

Need evidence to justify resource

Calculate costsEstimate lost revenueAudit complianceResearch customer perception

Case study: Mail Order Healthcare

Board buy in – action plan

Summary

Avoid mistakes at entryCreate a company wide strategyEncourage more employees to see valueSecure Board level buy in

Thank you for listening

Any Questions?