GETTING THE MOST OUT OF YOUR DATA INTERACTION USER GROUP MEETING THURSDAY 6 DECEMBER 2012 Craig Martin, Marketing Database Manager Holman Fenwick Willan

The firm  International commercial law firm specialising in energy & resources, trade, shipping and transportation, insurance and reinsurance, and corporate and commercial work  14 offices in 10 countries  Almost 500 lawyers

The background Then  Started with 30 users in London Office  60,000 contacts Now  Over 750 users worldwide  180,000 contacts

The background Then  Started with 30 users in London Office  60,000 contacts Now  Over 750 users worldwide  180,000 contacts One constant  Data quality  Over two-thirds of companies have no business type  Issues when trying to segment our contacts

The challenge  To integrate external company profile information with our existing InterAction data

The challenge  To integrate external company profile information with our existing InterAction data  Provide better segmentation for targeted marketing initiatives  Take a more co-ordinated view of existing & target client base  Track ROI for marketing initiatives with key clients  Make more informed decisions on where to focus new business aims

The challenge  To integrate external company profile information with our existing InterAction data  Provide better segmentation for targeted marketing initiatives  Take a more co-ordinated view of existing & target client base  Track ROI for marketing initiatives with key clients  Make more informed decisions on where to focus new business aims  Decided to start with clients only  Match and append process returned 60% with confidence code of 7-10

The suppliers  D&B recognised amongst market leaders in company data  Needed someone to build the bridge with InterAction  After a failed attempt with an initial supplier.....help was at hand...

The suppliers  D&B recognised amongst market leaders in company data  Needed someone to build the bridge with InterAction  After a failed attempt with an initial supplier.....help was at hand...

The initial software  Needed something more dynamic with ability to refresh the data on demand  Improved data quality by standardising company names and addresses  Pulled through company profile data  Provided a manual look-up and matching tool

The software development  View organisational structures and see who we already know  To easily import other members of the family tree  Improved search capabilities in look-up tool  And we made it a bit prettier too!

The journey......it's been emotional!  Over a year since initial discussions took place  Not all plain sailing – issues with multiple family trees  Plan to go live from start of 2013 & roll-out look-up tool firmwide  Future integration with PMS and NBI process

Lawyers for international commerce hfw.com And now for the demo!