1. Rebecca Clayton 16 th November 2005 Building a case for investment

2. Agenda Global research Benchmarking Your action plan

3. Methodology 550 organisations 6 sectors CEO’s, MD’s, Senior Managers

4. Countries in which the survey was conducted

5. Your opportunity to benchmark

6. Q 1 - Accuracy What percentage of your database is accurate and complete ?

7. A 1 - Accuracy % AccuracyGlobalUK 1 – 24 %00 25 – 49 %13 50 – 74 %85 75 – 99 %7180 100 %148

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

9. A 2 – Mistakes at data entry % data with errorsGlobalUK 1 – 5 %3736 6 - 9 %710 10 - 19 %1315 20 - 49 %810 80% of organisations have data which includes errors created at point of entry

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

11. A 3 – Cost of waste % CostGlobalUK 1 – 5 %4642 6 - 10 %74 11 - 15 %53 16 – 20 %34 21 - 30 %11 73% report inaccurate data costs them money On average 6% of annual revenue

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

13. A 4 – Missed sales % CostGlobalUK 1 – 5 %4636 6 - 10 %83 11 - 15 %43 16 – 20 %23 21 - 30 %20 75% say inaccurate data results in lost potential sales On average 6.2% of revenue

14. Q 5 - Ownership Does your organisation have one owner responsible for the database ? Is this their only job ?

15. A 5 – Ownership No. people who own dataGlobal 110 % 22 % 379 % 43 % 51 % 42% have a dedicated database manager Only 3% of these have no other responsibilities

16. Q 6 – Company wide strategy Do you have an organisation wide, formal data management strategy ?

17. A 6 – Company wide strategy Finance24% Public sector 36% Leisure/travel23% Retail27% Telecoms18% Utilities21% Country% Australia32% Benelux26% France30% Germany16% Singapore20% UK26% US30% Sector% Finance24% Public sector36% Leisure/travel23% Retail27% Telecoms18% Utilities21% UK third equal

18. Q 7 – All employees value accuracy Do all employees view database accuracy as an important issue ?

19. A 7 – All employees value accuracy Country% Australia41% Benelux44% France32% Germany52% Singapore76% UK58% US47% Sector% Finance46% Public sector42% Leisure/travel44% Retail53% Telecoms54% Utilities44% UK in second place

20. Q 8 - Board Level buy in Have data management strategies been discussed at Board level in the last three years ?

21. A 8 – Board level buy in Country% Australia8% Benelux7% France9% Germany6% Singapore35% UK21% US35% Sector% Finance16% Leisure/travel16% Retail22% Telecoms25% Utilities9% UK ahead of Europe

22. Benchmarking wrap up Accuracy Mistakes at entry Cost of waste Missed sales Ownership Company wide strategy All employees see value Board level buy in 75 – 99% 6% 6.2% 3 people 26% 58% 21% 35% over 6%

23. Building action plans Accuracy Mistakes at entry Cost of waste Missed sales Ownership Company wide strategy All employees see value Board level buy in

24. Avoid mistakes at entry Get it right first time Avoid database pollution Manage multiple touchpoints

25. 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 record Audit and report on entered data Case study: Equipment supplier

26. Company wide strategy List those who can enter data Define data entry standards List owners of data Define ongoing maintenance routines Appoint Data Stewards

27. Don’t need to think one up Use templates available Case study: Pharmaceutical company Strategy – action plan

28. Getting all employees to care Lack of knowledge of uses of data Show evidence e.g. incorrectly addressed / returned mail Share results Recognise and reward good practice

29. Data culture Policies Training Incentives Case study: Automotive industry Caring employees – action plan

30. Board level buy in Find a champion at this level Tap into major pain points Financial Compliance Perception Need evidence to justify resource

31. Calculate costs Estimate lost revenue Audit compliance Research customer perception Case study: Mail Order Healthcare Board buy in – action plan

32. Summary Avoid mistakes at entry Create a company wide strategy Encourage more employees to see value Secure Board level buy in

33. Thank you for listening Any Questions?