Data Lounge

Your recipe for success Ingredients Data People Processes Technology Method

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?

Step 3 - Measurement

How good is this data? At point of entry Over time Data quality Data integrity

Your recipe for success Ingredients Data People Processes Technology Method 1. Start at the end 2. What data are you capturing and storing? 3.How good is this data?

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 Average % capture95%99.5%100%95%98%98.9% POSITION5th2nd1st6th4th3rd

Step 6 - Getting support for investment

The agenda of the decision makers Reputation Revenue Cost Profit Compliance

Your recipe for success Ingredients Data People Processes Technology Method 1. Start at the end 2. 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 board 6.How to get resource to improve it

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

Step 10 - Start again

Your recipe for success Ingredients Data People Processes Technology Method 1. Start at the end 2. 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 board 6.How to get resource to improve it 7. How to set up effective processes 8. How to take advantage of technology 9. How to show improvement 10. Start all over again