ddma / philips: datakwaliteit

Event: DDMA Dag van de Datakwaliteit

Thema: DQ Award

Spreker: Patrick Degenhardt & Basile Fattal

Datum: 24 oktober 2007, De Lindenhof, Delft

www.ddma.nl

Patrick Degenhardt & Basile Fattal

Data Quality: the cornerstone of the global Philips CRM strategy

Patrick DegenhardtBasile Fattal

DDMA Data Quality AwardOctober 2007

Data quality:the cornerstone of the Global

Philips CRM strategy

Agenda

1. Philips’ core areas

2. CRM at Philips

3. Data quality as an enabler of CRM

4. Results

Healthcare

Lifestyle Technology

2. CRM at Philips

CRM objectives

Increase consumer

loyalty for the Philips brand

Facilitate sales of Philips products

Generate traffic to

Philips.com

CRM scope

• The Global CRM Team oversees all consumer data and direct

campaigns in all countries where Philips operates, counting on a

network of 200 employees in all continents.• Data collection and use reaches all business areas in the

company:

Marketing, Research, Product Development, Service, Call

Centers, Strategy, etc.

30 MILLION CONSUMERS

WORLDWIDE

30 MILLION CONSUMERS

WORLDWIDE

Country segmentation

• Countries are not uniform. Different degrees of readiness

towards CRM require a flexible approach from the Global

Team.• Thus, countries are divided in 3 tiers:

Basic

Developing

Advanced

• Advanced:

Basic

Developing

Advanced

Characteristics:• Dedicated team in the country

• Seamless integration with Global/Local campaigns

• Core of Global Consumer Hub

• Mission Critical initiatives

• Segmentation with personas

• Datamining to generate better campaigns

• Stronger data collection

• Automated campaigns

• Advanced Data Quality

• 70% of database

Country segmentation

• Developing:

Basic

Developing

Advanced

Characteristics:• Partially dedicated team in country

• Integration with Global campaigns and database

• Country-generated projects

• Campaign Calendar

• Strong data collection

• Use of Global automated campaigns

• Sales-oriented stand alone campaigns

• Enhanced data quality

• 25% of database

Country segmentation

• Basic:

Basic

Developing

AdvancedCharacteristics:• Registration via standard methods

• Global Consumer Hub

• Use of Global stand alone campaigns when feasible

• Ongoing data quality

• 5% of database

Country segmentation

Multi-channel approach

• 360º View of Consumer:– Means more information collected about consumers– Therefore data quality and integration becomes more

important

eMail

Web

eShop

Support

Research

3. Data quality as an enabler of CRM

Wide array of data capturing channels

PHILIPS.COM

• Remove registration clutter

• Simplify registration process

• More information to improve data quality

• Opt-in box more visible

• Create registration Guidelines

On home page www.philips.com

On top banner of every webpage

Quick registration in

several locations

In every Newsletter

Wide array of data capturing channels

Message on all user manuals, quick start guides and packaging

Wide array of data capturing channels

Capture of email addressvia Call Center Agents

Registration Link on Support Pages

Wide array of data capturing channels

A unique view of the consumer is therefore essential!

DIFFERENTIATE INTERACT

MONITORKNOW

Data cleansing suite• 30+ million consumers• 240 countries• 70 consumer segments in 5 key countries• Multiple entry sources• Capable of keeping track of the consumer in a very dynamic environment• Call centers: manual data entry leads to low data quality• Readiness for double byte characters

THE DATA CLEANSING SUITE MUST

BRING SIMPLICITY TO A VERY COMPLEX LANDSCAPE!

Data cleansing suite

(1) Standardization +data Verification

at Source

(2) Data format check at entry point

(3) Daily + YearlyData Cleansing• Name parsing• Address parsing• Email validation• De-duplication• Integration

(4) Data Appending +Campaigns• Mover’s data• Suppression lists• Bounce data• Campaign results

Call Center

Eshop

Philips.com

Micro-site

CentralDatabase

MarketingDatabase

4. Results

Data quality results

• Data quality is an enabler to CRM, not an objective in itself• Good data quality allowed us to do more targeted and better

campaigns

• Name Validation 75% 99%• Address Validation 65% 90%• De-duplication 79% 90%• Gender Known 35% 87%• Deliverable Emails 70% 99%

• Front-end processes have been adjusted in order to guarantee better data quality – e.g. call center training and change in interface.

Facts & figures - registration status

30%

2002 2003 2004 2005 2006 2007 2008

9,500,000

15,000,000

19,000,000 21,000,000

24,000,000

30,000,000

30% MarketableConsumers

More segmented and better campaigns

9 x more campaigns

than a year ago!

Automated emails

Welcome to Philips Benefits to Interact Survey Birthday Opt-out Confirmation

We hope to have given you some additional insights…

DANK U WEL!