Utility Data Warehouse Data Management Case Study
ICS Product/Service Area: MarketSmartSM, List Strategy, Analytics
The Challenge
The Challenge
- Assist two major utility clients in developing a marketing data warehouse for their consumer marketing needs
- Combine multiple data sources into the best source for prospecting
- Identify best prospects for a true multi-channel marketing approach
- ICS leveraged customer data files and our in-house National Consumer Masterfile to create separate marketing data warehouses for these two clients
- Each warehouse leveraged a combination of different data sources – specific to the client
- Data was enhanced with demographics, email and premium phone source data
- Ongoing updates provided clients with the freshest possible data across outbound, email and direct mail channels
- Advanced analytics were utilized to identify best prospects based on recent sales and general profiles of the customer base
- Do not call and do not solicit requests are managed as a part of the warehouse
- Outbound phone disposition data feedback is integrated into the warehouse
- The outbound phone disposition data feedback drives repeat call cycles and prospecting record updates where appropriate
- The Data Warehouse metrics validated that the multi-sourced data approach provided the freshest and most productive data (based on a year long evaluation of sales results)
- Quickly evaluated customer sales – helping the clients gain a better understanding of their best customers. Actual results were different than client expectations.
- Ongoing reporting provided the clients with a clear picture of sales growth areas and the disposition of the data warehouse
- The update processes have been critical for:
- Regularly providing updated data to support the multichannel marketing effort
- Ensuring that customers and “do not solicit” requests are managed effectively
- Providing client insight into the overall marketing activities and data status