The leading international marketing services organization implements DataFlux qMDM Solution to power customer management, marketing and business intelligence initiatives.

The Business

The CPP Group Plc (CPP) is an international marketing services business, offering end-to-end bespoke customer management solutions to multi-sector business partners. With a 25-year history and a customer base that spans Europe, North America and Asia, CPP offers a portfolio of life assistance insurance products which offer protection for everyday items such as mobile phones, plastic bank cards and identities. CPP distributes its products directly through a robust channel of partners which include major banks and brands.

The Challenge

CPP holds data relating to over 10 million customers in multiple markets as well as over 280 partner organisations and a vast number of individual policies. The company relies on two key systems for managing its policies. As a result, they were unable to provide a consistent, single customer view across the company. In addition, CPP’s customer marketing data management was handled by an outsourced partner.

Key Objectives of CPP’s Data Management Initiative

1. Create a single, consolidated master data hub which would supply a single version of the truth throughout the organisation to improve customer service and business intelligence.
2. Reduce the costs associated with CPP’s outsourced data management service.
3. Develop a clear set of policies for enforcing data governance across the organisation.

The Solution

CPP views its data as a strategic asset and selected a phased approach to MDM powered by DataFlux technology. The first step was to implement a data quality program to examine and align disparate data. To further improve efficiencies and create a more effective organisation, the company deployed DataFlux qMDM to underpin its unified data environment and power an MDM initiative that would drive value from corporate data by building a more consistent, unified view of enterprise information.

The Results

Through integration with CPP’s customer relationship management (CRM) and operational systems, as well as its analytical data marts, DataFlux qMDM is providing a unified, trusted record for use by the business. CPP now has the ability to draw on significantly higher quality and more trustworthy data.

“We decided to make the move to DataFlux qMDM to improve both the operational and analytical value of our data,” said Charles Blyth, head of business intelligence at CPP. “In just ten months we have completed a master data repository migration, which has allowed us to use trustworthy data to power our marketing and service programs. By bringing our data management in-house we have seen significant cost savings and greatly improved the business value of our data.”

DataFlux qMDM allows CPP to improve its interactions with retail partners and increase the effectiveness of its marketing and customer retention initiatives. Additional program results include:

• Single customer view: CPP deployed the DataFlux qMDM platform as a central master data hub that provides a single, consolidated customer view across its entire organisation. This view draws on the best available data from both of CPP’s policy systems and is enhanced by batch data quality routines to enable accurate customer information. The DataFlux technology has helped CPP transition from monthly customer updates to daily updates, providing the ability to make more accurate decisions faster.
• Single policy view: A single policy view has been achieved with daily updates supporting management information required to process policies. The MDM hub also forms the basis of CPP’s analytical data marts, which are essential to the company’s business analysis and customer retention objectives.
• Data governance: DataFlux technology has been applied to extract, analyse and cleanse core information relating to payment methods, business partners and products. Through reusable business rules, CPP can identify potential data quality errors and automatically fix problems at the source. To accompany this enhanced functionality, CPP has implemented new business processes to document and review any changes to its data quality business rules.
• Improved efficiency and cost reduction: CPP has generated annual cost savings of over £500,000 by bringing its data management in-house. Over 50% of existing data management processes have been migrated into automated linear processes running within the DataFlux platform. In addition, CPP has also identified additional annual revenue savings by using DataFlux technology to identify revenue leakage.