Financial Services customer data
The Client
A financial services organisation providing life and general insurance products
The Problem
The new marketing manger required to run a series of new direct mail marketing campaigns but discovered that the company had no experience in providing segmented customer data or carrying out data cleansing and consolidation. This was on their IT strategic plan but he needed to do something during the current financial year not next.
The Challenge
Establish a customer database pooled from a variety of mainframe and other customer transaction and account based systems; undertake a cleaning and consolidation of the data and supplement with market segmentation data.
The Result
AKMA quickly delivered a standard customer campaign data model from their existing templates and provided the development and technical resources to build a SQL server based database fed through data transformation services from a mixture of data feeds begged, borrowed and taken in liaison with core IT. AKMA selected and procured data cleansing software and enhanced the quality of the data to 100% address and name matching. AKMA consultants helped the marketing manager to bring in market and geographic segmentation data to match to the customer database and to allow campaigns to be designed and run
