getting the most out of your data interaction user group meeting thursday 6 december 2012 craig...
TRANSCRIPT
GETTING THE MOST OUT OF YOUR DATAINTERACTION 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 commercehfw.com
And now for the demo!