Workshops

Hosted by Stuart Johnston, UK Managing Director, Experian QAS

There was a time when data quality simply referred to good address management, but now it encompasses a much broader range of customer information. It is no longer just a matter of capturing and validating postal details, but also of identifying duplicates and authenticating that contacts are who they claim to be. The term 'contact data management' (CDM) encompasses this more sophisticated approach to data quality.

This session will help you explore the potential of your data in the following areas:

- Customer management: Gain a wider understanding of your customers and forge deeper relationships

- Financial benefits: Use contact data for financial advantage - demonstrate ROI, reduce wastage and cut costs

- Decision making: Build reports on trusted information to highlight opportunities and drive focus

- Improved processes: Streamline data management solutions to ensure contacts are dealt with quickly and budget is used efficiently

- Compliance: Adhere to data protection legislation and validate that customers really are who they say they are, using biographical data

Liz Curry, CRM Manager at Comic Relief, will join Stuart to provide insight into how this leading UK charity has developed a CDM strategy, supported by solutions from Experian QAS, to maximise fundraising support and marketing investment.

Steve Tootill of helpIT systems draws on over 20 years experience of data quality projects to brief you on traps for the unwary in planning a project designed to improve your data quality, including: the differing demands of users and IT, lack of awareness of the challenges that disparate data can present, trying to do too much too quickly, failing to plan for change and not getting commitment up front to the deliverables. Steve will illustrate his talk with recent research findings and reference a few of the more outlandish examples of bad data that he has encountered, and wind up with pointers on how to ensure the success of your project.

This session will examine the importance of location to your business.  Everything happens somewhere, and every service is delivered to a location. This workshop will explore the need to have accurate customer location intelligence to enable you to make better decisions about delivering services to your customer and knowing where your customers are.