International Data Quality, IDQ, is developing a B2C matching and cleaning service that will run batches, get integrated via web services or accessed through a web page. Developed as a response to the trend that larger international customers want to host their own databases, and to manage them centrally, the solution allows Bisnode Interact to automatically clean and enrich customer data across the Bisnode universe. Better data generates cost savings and increases customer sales by making sure that marketing campaigns hit the mark.
There is a trend of large international companies in Europe to move from outsourced database hosting, toward hosting their international customer databases centrally . Bisnode Interact’s IDQ solutions for B2C matching and cleaning will fulfill the needs of multinational companies that prefer to manage their own customer data centrally.
“We realized that we needed to expand our offer from a full service supplier to also provide cleaning and matching services of the customers own database. Instead of hosting the database we will just treat the file and then send it back to the customer. Our strength here is that we can provide the service with local insight on an international level,” says Kalina Lipinska Product Manager Consumer Centricity.
For multinational companies that choose to manage the database centrally, a solution that makes it possible to send a file to one place and to get all addresses treated and cleaned will be very attractive. It will provide an administrative cost saving compared to managing the databases locally. The IDQ solution will also safeguard that all the local branches use clean databases.
“The project is a platform where a client will send us a file and we will treat the file using our solution, and then the data is sent back to the client. Our new solution will automate a number of the steps of the process that preciously required human interaction. By automating the process it will run faster and more smoothly, says Kalina.
Bisnode will also be able to offer valuable insights to the customers regarding their databases. The central marketing function will, in a cost efficient manor, be able to make sure that marketing money spent in the countries on for example product samples, will reach people who indeed are potential customers.
“Bisnode Interact can measure the data quality in each country and compare them to each other using a share and reapply approach. There are different approaches to gather what seems like the same data, such as how old are your children. A diaper campaign targeting customers who had a baby 8 years ago will not be successful. Either you need to take into consideration when you asked the question, or another possibility is to ask what year the children were born,” says Kalina.
New software will be developed as a part of the IDQ innovation project that can update the address format automatically. It will recognize and fix a number of mistakes for the whole of Europe. But the interaction and cooperation between Bisnode Interact and local actors is just as important as the new software.
“Software cannot enrich the data and take “movers” into consideration. This has to be done by the local Bisnode companies and partners. Our clients find it very helpful that we provide a one stop shop for all their data treatment needs in Europe. We have the processes in place that allow us to do it fast, accurately and cost effectively,” says Kalina.
The first Beta release of IDQ will be launched on September 12 2011. In the first phase the customers will be able to get their data treated via an offline batch. In the second phase we provide an online service that allows the customer to, for example verify addresses and check for duplicates via a web service. The third step of the project will entail working with local partners and to send data outside of the Bisnode offices.
“Initially around 16 countries will cooperate in delivering this service, but in the future we hope to extend it to Hungary and new EU countries as well. In the countries where there are no Bisnode companies we will work with partners, which will be beneficial to us, the partners and of course the customers,” says Kalina.