Aligned Assets

Aligned Assets Case Study

Since enhancing our gazetteer with 118 Information, we’ve seen a more accurate identification of business addresses for our 999 call handlers and operation crews. This has led to an average reduction in Business Incident attendance times of 30 seconds – and that can mean the difference between life and death.

The fragility of today’s economic climate has meant that businesses come and go at a faster pace than ever before. As a result, when a Fire and Rescue Service is called out to an incident, details about the business operating out of a property may not always be accurate. This will inevitably lead to an unprecedented delay in the deployment of response vehicles to the scene, the consequences of which are easy to imagine. In addition to the growing trend for short-lived pop-up shops appearing on our high streets, established businesses continually move, change names or close down, and new start-ups are born. This ebb and flow of businesses in our local cities, towns and villages can create a substantial drain on Fire and Rescue Services’ resources, as these address changes are often not recorded by the local authority or Royal Mail in good time. When there is a gap in the business-address information available, a Fire Command and Control Centre may need several people simultaneously searching the Internet for information that may or may not be correct. This was a very real challenge for the Network Fire Services Partnership (NFSP) – a collaboration between Devon & Somerset, Hampshire, Isle of Wight and Dorset & Wiltshire Fire and Rescue Services. Through a shared Command and Control System, the aim of this partnership was to enable a more efficient deployment of Fire and Rescue Services to an emergency call-out. However, the efficiency of reaching business emergencies in good time was being greatly tested. The NFSP were already sharing Aligned Assets’ gazetteer, Bluelight, so the move over a year ago to share and access the most accurate business data from 118 Information was a natural progression. 118 Information is the most accurate and comprehensive list of businesses actively trading in the UK, and is maintained by continued verification through direct contact with businesses. By embedding the 118 Information into the gazetteer management system to fill the gaps within the existing AddressBase Premium list (provided by Ordnance Survey), Aligned Assets were able to feed this most up-to-date business data into the NFSP’s Vision Command and Control system provided by Capita. Looking back over the past year, Stuart King, NFSP ABR Vision Lead & Fire Control System DC, reflects on what they set out to achieve: “Our key goals were about time savings. It was crucial to reduce our call handling time by accurately finding the business in the Command and Control gazetteer. We also wanted to reduce fire crews’ attendance time by being able to correctly identify and communicate the business name and address. In the past, we’d often had to rely on crews actually seeing fire and smoke to identify the location of the incident, and as we know, not all emergencies are identifiable that way. “Since enhancing our gazetteer with 118 Information, we’ve seen a more accurate identification of business addresses for our 999 call handlers and operation crews. This has led to an average reduction in Business Incident attendance times of 30 seconds – and that can mean the difference between life and death.” A second efficiency the NFSP has benefitted from has been the 90% plus reduction in requests to amend gazetteer entries from 999 calls, dropping from 10–20 per month per Fire Service to none, or the occasional one. This means the resources used to manually update the gazetteer can be better spent responding to emergency calls. This simple but innovative use of data and expertise from different sectors has led to an extra 45,000 business addresses being available to the NFSP for emergency response in the South West, leading to greater safety and security for those businesses, their employees and their customers. To find out more, contact Aligned Assets on 01483 717950. For more information, go to Source: UK Fire, published 8/8/18

GDPR: The Pain And The Possibilities

A lot has changed over the last two decades, from the way we live our lives to the way we do business. Just twenty years ago the internet was in its infancy, most people didn’t own a mobile telephone and the fax machine was an office favourite. Today we have super-fast broadband, everyone and her grandmother owns a smart phone and the idea of communicating via fax is frankly funny. Two decades on and we are all now part of the Internet of Things — increasingly online and increasingly connected. We organise our lives and run our businesses via the internet, which means there is now a plethora of personal data all floating around out there in cyberspace. And this is why the EU is implementing the new General Data Protection Regulation, which comes into force in May this year, to address this massive digital shift and to make businesses more accountable for the collecting, storing and processing of all this private information.

Make Sure Your Business is Ready for the GDPR

On May 25th 2018, the new General Data Protection Regulation will replace the Data Protection Act 1998 and it will impact your business. Whether you’re a large national organisation holding banks of marketing prospect information and online identifiers or a micro company with one employee, if you handle any personal data belonging to EU citizens, be that personnel, prospect or customer information, the new GDPR will apply to you. The vast majority of businesses collect or hold some amount of data from third parties, customers or prospects. After all, a healthy business feeds on a proactive marketing approach. From 25th May things will change, and to hold, store or process personal data you will need to have an established legal basis to do so, and documentation to support that. The GDPR will require your business to regularly assess, record and document compliance. You will be expected to keep clear data records, make any data breaches in your organisation known within 72 hours and give individuals the opportunity to right to remove their details easily from your database at any time.

Power to the People

Essentially, the new General Data Protection Regulation gives individuals more rights. The personal data of all EU citizens will become increasingly protected and your company will become accountable for the safety of all the personal data you hold. Your business will become responsible for obtaining, storing and processing personal data securely and will have to be able to demonstrate it too.

How the GDPR Will Impact Your Business

Without a doubt, preparing for the new GDPR is going to be majorly disruptive for most businesses. You’ll need to be aware of all the personal data you hold and know where it is located; you’ll need to know who exactly has access to this information and know how it is managed.

A Few Things to Consider in Your Preparation

Audits & Accountability An internal data audit will be necessary on the run up to May 25th, to establish what data you hold and where.  Some organisations will need to appoint a Data Protection Officer to deal with data security and to manage the processes involved.  You’ll need to be able to evidence and demonstrate the legal basis on which you hold personal data. Transparency It’s likely you’ll need to review and update your company’s privacy policies and statements to ensure transparency under the new regulation. Your GDPR-ready policies should give individuals more ‘clear and understandable’ information about how their personal data is used. The Information Commissioner’s Office will require your privacy policy to unambiguously inform people who you are, clarify what you are going to do with their information and inform them what use is being made of their details. Removal & Access Requests Under the new GDPR, every person has the right to access the data you hold on them and, in certain circumstances, the right to be forgotten.  If someone requests access to their data, you must send this to them free of charge and within one month of the request; this information can be requested in an electronic format so it can be transferred to an alternative data controller. If asked, you must also delete an individual’s private data from your database and make reasonable steps to inform any third parties. It may be tempting to bury your head in the sand or to feign ignorance in the face of so much disruption — but the new GDPR simply can’t be ignored. Failure to ensure your enterprise is compliant by the date the regulation comes into play and you put your business at risk. Serious breaches could cost you up to 4% of your annual turnover or 20 million Euros in fines. So it’s best to be prepared.

New Rules, New Opportunities

The fact is the new GDPR is going to happen and it will still be applicable to your business beyond Brexit. It would be a costly mistake to assume that as it’s an EU directive it will only apply to the UK for a short time. Even when we have left the EU, UK data protection laws will need to be in line with the EU’s. But as with many things in life, what you get out depends on what you put in. Approach the new GDPR in a positive way and you’ll see that these inconvenient new rules can bring with them new opportunities for your business. The new GDPR offers a great opportunity to sort through and better understand your data landscape. It’s always a good idea to periodically examine the data processes and procedures within your business and this new regulation offers the possibility to clean up outdated practices, to clear out useless data and to implement new, more effective ways of doing things that will benefit your business in the future. No one likes to feel forced into doing extra housekeeping, but it is possible to find value in the cost of compliance. Making your data collection truly transparent and your security systems safer will only help to build customer trust and benefit sales.  

How Market Location Can Help You

The new GDPR will bring with it many changes to your B2B sales and marketing activities. And you’ll need to know you’re compliant and not running the risk of fines. But if the thought of auditing all your current data, keeping your data up to date and ensuring your data procedures meet the new regulation brings you out in a GDPR-induced sweat, we can help. As we hold the premier B2B database of UK businesses, we fully understand and comply with the procedures as defined in the GDPR and this compliance is at the heart of everything we do.  Our large inhouse call centre constantly verifies records, making 10,000 outbound calls a day,  to make sure your B2B data is safe, compliant and of a high quality. We communicate regularly with data subjects, explaining what their data is being used for and offering them the ability to modify their data. In an increasingly competitive marketplace, you need your marketing efforts to make an impact and make a difference to your sales. We can produce a full audit of your data, highlighting where details are out of date or businesses are no longer operational. This will help to clear up your database and improve the quality of the data you hold, reducing the volume of postal returns, bounced emails and disconnected calls. But it’s not just the Data Protection Act that’s being updated to become the new GDPR, the Privacy and Electronic Communications Regulations (PECR), which has provided privacy rights concerning electronic marketing since 2003, is also changing. Currently at draft stage, there is currently no date set for the new ePrivacy Regulation to come into force. As our society quickly changes, so do our rules. But with Market Location you can trust your B2B data is of high quality, compliant and the best for your business. A lot has changed over the last two decades and this shows no sign of slowing down.  So if you need a stress-free solution to the new regulations and want to feel confident about the B2B data you use for sales and marketing in your business, contact Market Location today, on 01252 941 224 and turn the pain of change into new possibilities.

DMA Guest Blog: Data hygiene and accuracy have never been more important.

Data hygiene and accuracy have never been more important.; As we create more mature relationships with consumers (built on honesty, openness and transparency) then the way that we keep our databases up to date, relevant and accurate must also move with the times.

Data hygiene and accuracy It is, in fact, a surprisingly mature market; we launched The GAS File (the UK’s first suppression file) in 1992, some 23 years ago. Yet in the majority of suppression files sold today, the offering remains essentially the same. This means it will find someone that it thinks has moved house or died and stop spending the client’s money on sending mail to them. On the face of it, simples! But of course it rarely is. What happens if a person moves jobs, or a business closes (50% of start-ups close in the first two years)? What happens in the event of a divorce (one in four households)? What happens if the husband has died but the wife continues to live at the house (about 34% of deaths)? What happens if the household has only moved out for six months to refurbish the house (80,000 a year)? What if the child, now at university, has the same name as the father or mother (more common that you might think)? Not quite so “simples” as it seems. In the days where carpet bombing and mass targeting were the de-facto strategies, the idea of getting rid of another 40, 50, or 60 thousand names from your file really didn’t matter; the so called “Spot and Drop” model. However, in this new-found era of “less is more”, with marketers trying to forge “real” relationships with their customers and prospects, the number of targets prospects is much smaller. Therefore every single one should be nurtured as fully as possible, creating no room for error. If you get something wrong, they will be in the arms of a competitor faster than you can say Jack Robinson! I still sit in many meetings and have clients say to me “Great, supplier x has achieved twice as many matches as suppliers a, b or c”. I explain that they are asking the wrong question; what in fact they should be asking is “how and why has supplier x matched more than a, b and c?”. Querying where the data is from is a remarkably infrequent question asked these days. A single source of data in such a peripatetic marketplace is unlikely to ever cut it. The Spot and Drop model also concerns me as we should be using that data to enhance our positive targeting. How often do you undertake an analysis of those customers that have moved house without notification? Is this important? If you knew the profile of these individual customers, could you try and preempt it? How often do you take your Gone Away file and, firstly, see if they are still customers and, secondly, if they are not, try and relocate and re-engage? Experience shows that the longer you leave it after moving home, the less likely they are to return. Over the years, we have discovered that by building a universe of population movements we now receive a raft of confirmations that lift the levels of certainty on these issues to extremely high levels. So in the case of home movements, we track the whole range: move outs, move ins, temporary changes, single move outs/ins, as well as a host of other transactional information to validate either a constant address presence or a new one. We apply the same validation rules across our entire data product suite as we know that using the wrong information will always be more expensive than doing nothing at all. This is not to discourage you from doing anything at all, but to impress upon you that, these days, using accurate, qualified data is the only way forward. So the next time someone says they’ve just cleaned up your database and got rid of 500,000 records, think of that as the start of something, not the end of it.

Transax Merchant Services

Data Solutions Case Study

Transax Merchant Services is a well-known brand name that has been providing payment services since 1986.  They fully understand how critical data is to the success of their marketing activity and therefore their sales opportunities.  In their partnership with Market Location their requirements were fully understood and met.

Transax Merchant Services Case Study


‘TRANSAX Merchant Services’ help businesses to sell more by making it easier for their customers to pay with a wide range of secure payment acceptance services and by reducing their concerns about risk. TRANSAX process over 1.6 million payments every day on behalf of their customers with a combined annual value of over £30 billion with the service being used by more than 16,000 merchants throughout Europe in over 80,000 locations.’

The Challenge

Transax needed a monthly feed of business data that would be used for telemarketing, direct mail and email marketing campaigns.  They had used other data providers in the past but were looking for a data partner who would provide quality data, support and flexibility. When Transax first spoke to Market Location they had quite stringent requirements, for example, the data needed to be stored in such a way that it was available online and accessible in-house so that at every stage Transax had complete control.  They also wanted complete visibility of what data extract was being used and when.  Plus the ability to timetable activity which was crucial to their sales and marketing campaigns.  In addition to these essential requirements, there was also the obvious need for: High Quality Data – it needed to be as fresh and clean as possible.  Previous experience of data suppliers had not been positive with gone away rates as high as 14%. Volume of Data – Transax try to keep to a 6 month marketing cycle, only contacting their target markets twice a year as a maximum.  However they found that with previous suppliers the dwindling volume of data available meant they were actually marketing to them far more frequently.  There were also discrepancies in the data counts provided and what was delivered, making planning and execution of campaigns very difficult. Accessibility/control of the data – Transax wanted online access to the data so they could run instant (and accurate) data counts and be in control of the data extraction. With their previous supplier they could be waiting up to 5 days for an order to be processed and returned.  Each order then had to be checked to make sure the correct data had been returned as requested.  They often found there were differences in the amount of data ordered compared with what was received.  The timescales would also be very frustrating in emergency situations where a supply of data was needed the same day but could not be met.

The Solution

By working closely together with the client, Market Location were able to provide Transax with a solution that not only met but exceeded their expectations.  The prospect universe provided by Market Location fully met the brief – the right targets, the right contact details and a high standard of accuracy.  The software solution Market Location provided in the form of the ‘Bizi’ data download system gave Transax exactly what they needed – all at the click of a button. “The Market Location team even went above and beyond to ensure Bizi worked for us. They spent a lot of time with us, getting to know our business and data criteria plus the reasons behind why the criteria was so stringent, and came back with solutions and ideas to help improve and streamline our data processes.  Also setting up templates so the data is extracted in the exact order/format we need for use in the business.” 

The Results

The connectivity rate in the Transax telemarketing team increased significantly compared to previous results using competitor data solutions.  Contacting the right businesses and the appropriate decision maker first time resulted in a decrease in mail gone-aways from 14% to less than 2%.  Campaign planning and execution was improved significantly because of the access to the Bizi system that provided accurate, live data counts and downloads available instantly. “The breadth of coverage and quality of the data combined with the service and expertise we received from Market Location is a vast improvement on other data providers we’ve tried.  To reduce our gone-away rate by such a significant rate (from 14% to less than 2%), combined with exceptionally high connectivity rates using the Market Location telephone data, puts them way ahead of the competition.”

Top Tips for Buying Business Data

Buying Business Data If you are considering buying business data or B2B data for direct marketing, telemarketing or email marketing, here are some top tips to consider to make sure you get the best quality data possible: Who do you want to talk to? ​With the range of data that is now available, it is essential that you identify your target audience. A message delivered to a prospect or customer who has no interest in the content is a waste of time and provides no return on investment. How clean is the data? The last thing you want is to buy a B2B data list that contains incorrect or out of date business details. At Market Location, we pride ourselves on the quality of our data. Our business contacts have all been verified by our UK call centre to ensure the details we hold are up to date and accurate. Know your customer How will your customer best engage with your message? Would an email campaign provide the best response, or would they react better to a direct mail approach? Target the right person When you carry out a direct marketing campaign, it’s vital that you aren’t wasting time and money speaking to individuals that have either left the company, changed role or don’t have the authority to make a purchase. Our business data lists are not only up to date, they also contain the contact details of a senior decision maker within the company. To turn a cold call in to a warm call, integrate online and offline data An email marketing campaign followed up with a telemarketing campaign usually provides a much better prospect than a straight cold call. Because of the measurability of email, it is possible to see who opened your email and when they opened it, allowing a call to be timed whilst the communication is still fresh in the recipient’s mind. Try before you buy Don’t buy into a data list without knowing what you’re getting. Ask for a data sample so you can check the quality and accuracy. Final thoughts Whatever method of direct marketing you use, you must bear in mind that the success of your campaign depends on good planning, targeting and accurate, up-to-date data lists. Because of the large amount of direct marketing prospects receive, you have to work hard to make sure your investment doesn’t end up in the bin.

Measuring The Impact Of Poor Data Cleansing On Business Success

Impact Of Poor Data Cleansing Most businesses have a database of customer data that varies in size and complexity depending on the type of products sold and markets targeted. Therefore, every business that has customers and prospects should be aware that the information they hold is, like all of us, getting older and more decrepit every day. In fact, business information (including contact information, the address details and phone numbers) can change at a rate of more than 25% every year. So if you don’t implement measures to track changes to your database, what was once a valuable asset could in fact start costing your business money.
The ever-changing world of business data  In the last 12 months, over 170,000 UK businesses have either ceased trading or closed their premises*.  How many of these businesses do you think could be in your database, costing you money in returned mail or wasted phone calls? Making contact with businesses that have ceased trading is clearly a waste of time and money, and may result in de-motivated and ineffective sales staff. There is also the very real risk of damaging the reputation of your business over time, with hostile reactions from prospects receiving misdirected communications. Large organisations in particular face many challenges when it comes to keeping their business data clean, as it is often compiled from many different business areas, each using their own systems. This often leads to unavoidable data quality issues which must be regularly addressed.
Measuring the impact of poor data hygiene There is no question that the quality of a company’s data can have a significant effect on business performance – from sales and marketing, through to fulfilment and invoicing. It is possible to feel the impact across the entire business – so brand perception, productivity and revenue may all be impacted. Of course, if the data is good quality, these can all be impacted positively.  But by the same equation, if the quality of the data is poor, it is likely to have a negative impact. All things considered though, you cannot afford to ignore anything that could negatively impact the revenue of your business.
So what are the positive impacts? Clean and accurate customer and prospect data is essential for any sales, marketing and customer management strategy.  In addition, clean data has the following positive benefits:
  • Cost savings – reduced mailing wastage and mailing costs.
  • Improved customer interaction – less customer complaints and improved brand image.
  • Enhanced decision making – based on improved intelligence from better rates of appending additional information to current data.
  • Better marketing response rates – improved return of investment, reduced costs from waste.
  • Happier and more effective sales teams – improved revenues!
  • Increased focus – segmenting your database to identify the most valuable key targets, so the focus is directed in the most impactful way.
  • Improved return on investment – by focusing the right activity at the right audience at the right time.
Regularly maintaining and cleaning its data means a business can ensure the effort and expense invested in their company brand, promotional material and sales teams is supported by up-to-date and reliable information.
Problem areas that can have a negative impact Duplicate records – it’s essential to identify and remove duplicate records to ensure any communication is directed correctly and not sent multiple times to the same contact. Duplicates are expensive and irritate customers and prospects, plus making contact multiple times doesn’t make a business look very professional. Inaccurate records – are all the business details you hold still ‘active’? Or have some ceased trading or changed address?  Are the contact details still up to date and the telephone details still accurate?  This level of care over data hygiene is essential to a business that wants to make contact with current customers and also target prospects based on the intelligence they have on existing clients. Missing information – Successfully adding intelligence to the business details you have is only really viable if the original record is accurate. It’s important to improve the insight that a business has on their clients by adding missing information. Consequently, this enhances targeting and therefore improves conversion and sales success. To conclude The impact of poor data cleansing on business success is potentially huge. This is because key decisions that affect every aspect of the business could be made based on the foundation of inaccurate customer information. And that’s before you consider the wasted time and money associated with making contact with businesses that are no longer trading and contacts that have moved on. Therefore, poor data cleansing can lead to miscommunication, a waste of time and money, customer dissatisfaction, brand erosion – well, the list goes on, but I think you probably get the picture. So making sure the data you have on clients and prospects is regularly maintained, cleaned and when required enhanced makes perfect business sense. *Source: Market Location

10 Top Tips for Business Database Cleansing

Use our Top Tips to improve the return you generate from your database.

Keeping your prospect and customer database as up to date as possible is key to establishing and maintaining good relationships with your contacts, and maximising the return from any direct marketing activity you undertake. Here are 10 Top Tips that will help you keep your database clean and accurate.

Business Database Cleansing

Tip 1.  Get a Free Data Audit

Assess the quality of your database regularly by engaging a specialist data cleansing provider to conduct a database audit for you for free. Their conclusions will help you determine how much work is needed to improve your data.

Tip 2.  Make sure your data cleansing supplier understands your requirements

When choosing a data cleansing supplier make sure you are confident they understand your requirements. If you are new to data cleansing you will need them to guide you on what you need. For example, it may be preferable to conduct different levels of matching when de-duplicating, or you may decide you want different levels of suppression based on their recommendation.

Tip 3.  Take action on your data ‘issues’

There are a range of outcomes that can be highlighted from a data audit, including profiles of your key customers and also data issues such as duplicate and incorrect records. Make sure that your data cleansing supplier can provide an ‘over-reaching’ solution, involving correcting records and appending information in addition to removing records where necessary.

Tip 4.  Ensure you allow enough time

If you want to conduct a marketing campaign to your database, don’t leave the data to the last minute as you will need to give your data cleansing supplier sufficient notice to schedule and carry out the work.

Tip 5.  Ensure each record has a Unique Reference Number (URN)

Adding a URN to each data record will help you keep track any changes made and merge clean records back into your database correctly.

Tip 6.  Clearly date your records

In this way you can see for each record when an activity occurred, and so identify which records may need more attention than others, and which contacts haven’t been contacted within a given time period.

Tip 7.  Standardise data entry

Ensure all staff that input data into the database are properly trained and know the standard expected. Make particular fields mandatory for completion, such as company name, title, full name, address details and contact information.

Tip 8.  Check to ensure your database can accept clean data back in

Some CRM software programmes do not allow you to bulk import updated records and flags. Make sure that you explore this with your data cleansing provider at the start of the process, as a reputable supplier will be able to offer guidance.

Tip 9.  Protect your data

Your business data is one of your most valuable assets, so don’t hand it over to a data cleansing provider without both parties signing a non disclosure agreement (NDA). A good supplier will be able to provide one and it will ensure your data is protected.

Tip 10.  Regular cleaning works best

If you are regularly contacting your database you should aim to regularly clean it aswell, rather than doing it just once a year. You will be able to better budget your data cleansing costs, and your database will be more accurate and therefore more responsive.
Following each of these tips will help you significantly improve the quality of your business database, and ultimately your sales and return on investment from marketing activity.  Contact us using the form opposite to speak to a Data Solutions expert today.

GDPR – the impact on business

Now 2017 is well under way, the question of what the impact of the General Data Protection Regulation will be when it comes into force in May 2018, suddenly seems to loom large for most businesses.

GDPR Impact On Business The ICO (Information Commissioner’s Office) is due to issue the next set of key guidance on consent and profiling in the coming weeks. This guidance on GDPR is eagerly anticipated by businesses who are feeling increasing uncertainty on what the impact of the General Data Protection Regulation will actually be in these areas. The DMA have provided several guides and articles on GDPR and their recent article (Dec 2016) seeks to clarify the rules for B2B Marketers: “The only difference between B2C and B2B marketers now is in connection with email and text marketing to employees of corporate organisations. When dealing with sole traders or partnerships, the rules governing B2C marketing will apply to B2B marketers so the general position for email and sms will be that you will need opt-in consent. For telephone and direct mail, you need to offer an opt-out. When dealing with employees of corporates, that is limited companies, LLPs, partnerships in Scotland and government departments, the rules for telephone and direct mail are the same, opt-out However when emailing or texting, you do not need the prior consent/opt-in from the individual. You can therefore send them a marketing email/text as long as you provide an easy way to opt-out of future communications from you.” To be clear, the rules for email and text messaging are defined within PECR (the Privacy & Electronic Communications Regulations) – and these are currently being reviewed. The ability to opt out of future email or text communications must always be provided to corporate employees, as stated in the Data Protection Act; again this is not new. Marketing in the B2B sector continues to be about communicating information on products and services that are relevant to the recipient. The key obligations under GDPR that businesses (and anyone who holds personal data) must adhere to, relate to the collection and storage of personal data, the ability to provide clear evidence of consent, simplicity of opt out, the right to be forgotten, and an audit trail of where the data came from – which means for most businesses a review of their current processes and privacy statements. As mentioned above, there are other changes afoot – the ePrivacy Directive which forms PECR is currently being reviewed and this may well have further impact on how B2B marketeers communicate. There is a draft version of this and the aim is to have this agreed for May 2018 – given how long GDPR took, this might be a stretch!

PHS Group

Data Solutions Case Study

PHS Group, one of the leading UK’s leading providers of workplace services, has been working in partnership with Market Location since 2009. With the initial scope of work focused on the matching, enhancement and refreshment of PHS customer and prospect data sets, the remit soon expanded to cover improved data integrity and accuracy.

PHS Group Case Study

About PHS Group

As the partnership developed, Market Location were able to demonstrate the ability to deliver sustainable and innovative solutions that produced significant cost savings and tangible benefits to PHS marketing activities. “Today, the PHS Group provides services to over 200,000 customers at more than 450,000 locations nationwide.” said the PHS Data Control Manager

The Challenge and Solution

“With many of these customers trading with more than one of our 15 well known brands, our data landscape, as you can imagine, is quite complicated. In 2011 we embarked upon our single customer view project called ‘Columbus’. Market Location have been pivotal in supporting this initiative, and with it have provided a core stable project team, with little in the way of personnel changes, allowing some great working relationships to be formed. By taking a selection of cross system customer files and performing a complex matching routine, Market Location  are able to produce a set of output files that allows us to roll up multi site or multi divisional customers into a single top line view. This helps us identify cross divisional relationships and also opportunities within our existing customer base. The Market Location team that support us are extremely approachable and accommodating and have a good knowledge of our data landscape and subsequent requirements. We have an ongoing joint focus on improving metrics such as match rate, the amount of our data that Market Location can match to their business universe, and population of key segmentation criteria such as Sector and Employee Size. This allows us to identify the better performing areas for each of our divisions and develop a bespoke fit for purpose strategy for each.”

The Results

“Our own in-house tele-appointing teams tell me that they are very happy with the quality of data the above processes allow us to provide, commenting that the Market Location data is the best they have ever had to work with when compared to previous data cleansing and enhancement partners. Finally, since the start of our contract, our partnership has already achieved significant targets and continues to deliver significant results.”

You can visit the PHS website by clicking here.