The Challenge Take almost 30 disparate data sources of varying quality/completeness and create a central customer database to service the requirements of several brand teams. Ensure it links to all current (and future) data sources, powers fulfilment requests and enables full MI (Management Information) data to be viewed/extracted. The Solution We designed and developed a database that now largely automates the transfer in and out of multiple live and static feeds, customer requests and campaign responses. Due to the variety and quality of information we assigned a comprehensive set of rules that manages duplicate and incorrect data at an individual level. This ensures the right contact information, channel and permission is always to the fore when extracted for activity. The Result After months in development, the database went live in 2007. In the past 12 months we've experienced organic growth (i.e. not attached to acquisition campaign activity) of c. 10%, due almost entirely to the connecting of all data sources and 'plugging the leaks'. In addition, penetration of opted-in digital contact information has grown by 64% (email) and 27% (mobile) in the same period to drive cost-efficiencies across the communications strategy.

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