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’ 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.’
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.
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 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.”