DS0409_REPORT_p03_Leader:Layout 1 1/4/09 17:07 Page 3
LEADER
CONTENTS
David Reed
Feeding on third parties
You may know everything about
you customer relationships, but
A business view
how do you find out more about
the customer themselves?
External data feeds to the SCV
may be the answer.
of the customer
05
Congratulations, you have built a single customer
view. Now the hard work begins. Few companies, if
Getting the whole picture
any, integrate all of their customer information into a
Marketing has long benefitted
from using SCV. Now it is the turn
single source without having a business goal in mind.
of other business functions, While SCV is undoubtedly a valuable asset, it can
especially risk management. So
only realise that value when put to work.
what do you need to know in order
to run your business better?
Fortunately, there have never been more roles for
customer data to play than now. Any decisions
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about customer retention need to be informed by who is valuable or
not, who has potential and who represents a loss. Score one to the SCV
for providing that insight and telling the business who it does and does
not want to retain.
Exposing your assets
Risk management is fast emerging as another key opportunity to
It may not feature on the balance
sheet yet, but the SCV is a critical
deploy the SCV. Financial services organisations are among the most
corporate asset. To protect it, you siloed in data terms, introducing new operating systems every time
need to put in place data
they launch a product, or failing to merge systems when they acquire
governance structures and the
right people to enforce them.
a business.
Creating an integrated view provides a far better understanding of
13
just what the company’s exposure might be to potential default, for
example. This might soon become mandatory as part of the FSA’s new
approach to protecting savers, thereby giving the data management
industry a £1 billion shot in the arm. Score two to the SCV.
You can’t excel in a recession
Of course, data does not just need to be assembled and integrated, it
Want a SCV but don’t want to pay
over the odds for it? If you are
needs to be maintained and protected. SCV may tell you everything you
thinking of progressing on from need to know about your customer relationships, but it does not tell you
managing data in a spreadsheet, a
everything about those customers.
raft of new solutions may help you.
For that, you need to bring in third party datay which can show you
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more about your share of wallet, the potential in a household and the
other products and services which may be of interest. This has never
been easier to achieve, nor more important.
Finally, having built a key asset, you need to treat it with the same
attention as a pile of cash. Data governance is emerging fast as a key
CASE STUDY
discipline associated with SCV. It is demanding, but also rewarding, and
Smartfocus 7
puts the asset centre stage in the business.
RIAS reaps rewards of insurance SCV
The hard work begins now (but only after you have read this supplement).
CASE STUDY
Editor, DataStrategy
Trillium 12
Getting data quality right for Nectar
Editor
CASE STUDY
David Reed
Dataflux 15 Publisher
Group Production Manager
Delivering competitive advantage for PITT OHIO
Ed Tillotson | ed.tillotson@centaur.co.uk George Stuart | george.stuart@centaur.co.uk
Sales Manager Deputy Group Production Manager
Daniela Badcock | daniela.badcock@centaur.co.uk Mark English | mark.english@centaur.co.uk
Business Development Executive Office Manager
Q&A Steve Ivamy | steve.ivamy@centaur.co.uk Carolyn Hubbert
| carolyn.hubbert@centaur.co.uk
Acxiom 18
Art Director Group Art Director
MarketEdge-X launches cost-effective solution
Wendy Webb | wendy.webb@centaur.co.uk Colin McHenry | colin.mchenry@centaur.co.uk
Designer Marketing Manager
Simon Ford | simon.ford@centaur.co.uk Stephanie Boukhari | stephanie.boukhari@centaur.co.uk
DATA STRATEGY | REPORT | APRIL 2009 3
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