Event: DDMA DQ Dag

Thema: Dag van de Datakwaliteit

Spreker: Herman Kerstens & Lucie Selleslags - Truvo

Datum: 10 december 2009

www.ddma.nl

TRUVO

Data Quality Award 2009

Herman Kerstens – Lucie SelleslagsAmsterdam , 3 November 2009

OUR COMPANY

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Truvo mission is to be the preferred partner in local search and advertising for users and advertisers

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WHO

Users’ satisfaction is the cornerstone for our advertisers’ loyalty

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The Truvo cross-media platform enables users and advertisers to find their local information anytime & anywhere

Truvo Print Truvo Online Media

Search Engine Marketing

SEA & SEOIn our own platforms & in

other search engines

Truvo Mobile & talking Yellow Pages

WHO

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Belgium/ Ireland wholly owned operations

Puerto Rico/ South Africa minority interests

Portugal/ Romania majority owned operations

WHOTruvo operates across

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1 out of 4 Belgian companies invests in Truvo products (over 110.000 customers)

300 Sales people out there every day in Belgium

8 out of 10 Belgians use Truvo Media

7 out of 10 use Print

1 out of 2 is an Online user

Goldenpages.be is ranked in the top 10 sites (CIM Metriweb)

40 years of experience on the Belgian advertising market…

WHO

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Data indispensable for Truvo to have products, services, customers, revenue, employment…

DATA

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Data management = key process of Truvo’s activities

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Input data flow DATA

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Data Belgacom Data Spectron

Data GraydonSales

Data Free Professions

New Prospects

OK TEL = contact by Call Center

No TEL = contact by letter

Known Prospects

Matching Database Truvo

Automatic upload data or data to

verify by Database dept

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DATA QUALITY PROGRAM

1997 CLIENTISBase data structured & centralised

1998 – 2001 RAW DATA PROCESSING (RDP)Integration of external databasesData cleansing program

2002 – 2006 RAINBOWDatabase forum with other countries

KPI definitions – Benchmarking – Best practices

2007 – 2008 LOCAL DATA QUALITY PROGRAMDatabase projects to improve quality

Enrich businesses – Correct Phone numbers – …

2009 CONTENT STAGING AREAEnrichment & Management of multimedia information

Descriptions – Images – Video – Documents - …

Data Quality program ongoing since 12 years... HISTORY

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Local Data Quality Program 2007-2008 INITIATIVE

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Local Data Quality Program 2007-2008 INITIATIVE

TARGETSEnrich Businesses

5.000 active businesses of 200.000 STANDBY clientis records should be activated

Correct Phone numbers & E-mail addresses

5.000 incorrect phone numbers should be deactivated in Clientis (KPI: 4,3% 3,3%)

7.000 incorrect e-mail addresses should be corrected (KPI: 3,3% 2%)

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Local Data Quality Program 2007-2008 INITIATIVE

COST/BENEFIT: direct revenue increase from acquisition

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3 November 2009

Local Data Quality Program 2007-2008 INITIATIVE

COST/BENEFIT: additional profit after process change for NP

Year New standby

2004 45.218

2005 62.927

2006 42.101

2007 43.707

2008 17.758

Yearly increase standby : 40.000 Random sample of standby’s : 2.500

Missing businesses : 440

New prospects assigned : 284

New customers won : 9

Charge IN : € 16.092

New prospects closed : 147

18 %

65 % min 70% expected(camp.51/52/72/80 not open)

6 %

AVO: € 1.788

18% : 2 = 9%

Missing businesses : 440Addit. businesses found : 3.600

Addit. NP assigned : 2.520

70%

New customers won : 126

5 %

Additional revenue (yearly) : € 126.000

AVO: € 1.000

SAMPLING RESULTSOPTIMISATION RESULTS EXPECTED

Local Data Quality Program 2007-2008 INITIATIVE

Phone numbers to be corrected: 5.000

Paying Advertisers (30%) : 1.500

Sales contact failed (1/3): 500 * €150 * 90% = €60.000

Wrong advert (1/3): 500 * €150 * 90% = €60.000

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IMPACT ON STRATEGIC GOALS

IMPACT

Local search engine fed with more complete, more correct and enriched content

All active companies must be found, not companies without activity due to bankruptcy, fiscal constructions, retirements, etc.

Flexible support for new products & new platforms

Base data Clientis ready to populate mobile site, GPS systems, Digital TV.

Enable ROI engagements of advertiser’s programs (guaranteed contacts)

Wrong phone number in advert leads to immediate loss of contacts for the customer

Impact on strategic goals

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IMPACT ON BUSINESS PROCESSES

IMPACT

New Prospect Flow

Spread contact attempts over a longer time period

Use most efficient contact medium at each attempt (phone fax post)

Reactivate prospects which could not be reached

Updating

Automatic application of less critical update requests (e.g. remove 2nd phone number of free listing)

Increased efforts on electronical addresses

URL detection by partner / URL validation by online tool

E-mail & other data verification by Email Garage.

Impact on processes

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IMPACT ON ORGANISATION

IMPACT

Database Manager appointed

Before 2005: DQ was a mere IT concern

2005 – 2008: DQ activities were distributed over Marketing, Operations and IT

2009: DQ responsability centralised in Operations Database dept

Dedicated “Quality Agent” responsible for electronical addresses

Find new sources

Implement new tools to keep URL & E-mail adresses up-to-date

Changed priorities in operational task list of Database Team

Switched focus from less critical updating to prospection

Impact on organisation

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IMPACT ON CUSTOMER

IMPACT

Less complaints

Higher ROI for customers leads to more customer loyalty

Introduction of “pay-for-performance” propositions

Customer can buy click- and contact-packs i.s.o. normal advertisement

Improved customer segmentation and assignment to sales

Better “User Experience” when searching info in Truvo products

Marketing campaigns get bigger response (e.g. direct mailings)

Customer Commitment Engagement

Impact on customer relation / satisfaction

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IMPACT

Customer Charter Dashboard

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IMPACT ON INNOVATIONS

IMPACT

Appropiate framework to capture « User Generated Content » on new community site www.truvo.com

Truvo Lounge: internet site with secured access for customers

Follow ROI status of own advertisement in Truvo products

Easy way of sending request in order to update data

MySite: new landing site fully controllable by the customer via self-serve interface

Edit business card : name, address, phone, e-mail, website, etc

Add/Remove/Edit content modules: business description, pictures, map, opening hours, logo, keywords, video, etc

Impact on innovations

Demo

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IMPACT

Impact on innovations: MySite example

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IMPACT

Impact on innovations: MySite example

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IMPACT

Impact on innovations: MySite example

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IMPACT

Impact on innovations: MySite example

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CONCLUSIONS

LESSONS

Never give up on convincing people about importance of DQUse concrete arguments (€) when asking for budgetsAgree on very clear terminology and definitionsDon’t get blocked by contradictory visions, but try to support allSplit large DQ initiatives in order to make them feasibleDon’t be too ambitious.Don’t forget to take away the cause, when there is data pollutionCommunicate results and be proud of it

Conclusions: Lessons learned

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RESULTS

Key management people are now convinced of the importance of DQAdditional sales revenue wonEnabler for new business strategy and new productsSeriously improved customer and user satisfactionEfficient use of database resources

Conclusions: Achievements to be most proud of

3 November 2009

THANK YOU

QUESTIONS