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Increasing the Value of its Marketing Database
The Background
Royal Mail (RM), working in an increasingly competitive market, with challenging growth objectives will become more and more dependent on its marketing database to drive and support sales and marketing. The database known as MARS is built, maintained and enhanced by the RM database team RMD,
Success depends upon accurate data that can be selected by key business attributes such as business type, size and turnover.
How DQM Group helped...
Following competitive tender DQM Group was selected to provide an ongoing data development capability and advisory service. It sources data from leading providers D&B and Experian to provide range of key attributes from business type and size to financial and other data – over 30 attributes in all.
The Results
Using DQM Group to provide data services for RM’s own marketing database has delivered substantial benefits for RMD and RM generally. These benefits including significantly increased data enhancement (coverage more than trebled overall), additional data and major cost savings in excess of £1M over the term of the contract. Introducing new data sets and tools has helped RMD greatly increase the value RM delivers from its marketing database.
Dave Giannasi, Head of Sales Planning team commented;
“We now get far more data for the money. Before we began our arrangement, I only purchased 5 fields of data from the data supplier and had a pretty low match rate. There was no credit information either. The extended fields and the flat rate fee are the real value for money in the arrangement”.
“Also, the overall service provided by DQM Group has far exceeded our expectations at the start of the arrangement. The savings to be made were clear from the outset, but the added value that comes from their experience and knowledge of the Data Market has made a significant contribution towards our data successes over the past 18 months.”
“Not least since beginning our relationship, DQM Group has helped us to make some significant changes in the way we manage our data quality, including establishing a feed from the Royal Mail Business Changes File and setting up transactional feeds of New Business Opportunities and Business Movers and have helped to source some unique data feeds from a variety of source to support some key business initiatives.”
About DQM Group
DQM Group is the most trusted independent provider of data governance services to the UK marketing industry. Our protection of intellectual property has been proven in the High Court and we are an acknowledged leader in data quality and security.
Where next?
More about Data Services from DQM Group
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Call us on 0870 242 7788 to talk about how DQM Group Data Services can help your business.
