DataFlux technology allows the global information provider to create a 360-degree view of the customer, reducing duplicates and more effectively meeting customer requests.

The Business

LexisNexis^® – the global leader in comprehensive and authoritative legal, news and business information – provides extensive online services that combine searchable access to more than 4 billion documents from thousands of sources, including the world’s most respected legal publishers.

The Challenge

In previous years, LexisNexis outsourced the mailing of more than 12 million pieces of mail supporting more than 2,000 campaigns. To reduce these costs, LexisNexis needed to create a concise, accurate and up-to-date marketing database from a wide range of sources, including state attorney registrations, internal data sources and third-party databases. They also wanted to provide more targeted offers to their customer base. Due to the different origins of data, the company faced a number of data management problems, such as duplicate names and invalid addresses. This meant that LexisNexis frequently:

• Mailed multiple pieces to the same address because there were similar records in different data sources
• Sent prospect offerings to attorneys or law firms that were already LexisNexis customers
• Found it difficult — if not impossible — to target and communicate effectively with specific individuals

The DataFlux Solution

LexisNexis turned to DataFlux to refine customer data and help ensure that the nation’s attorneys and law firms weren’t bombarded with duplicate or unwanted messages. The company selected DataFlux for its ability to allow both business and IT users to manage and improve their marketing database.

“Our former outsourcing vendor didn’t worry about data quality because limiting the number of mailings wasn’t in their best interest,” said Bill Welch, LexisNexis’ marketing systems manager. “That was one of the reasons we took this on, and the results have been outstanding.”

The Results

DataFlux technology allowed LexisNexis to reduce the number of redundant and erroneous mailings. By eliminating many unnecessary communications — and managing customer data more efficiently in-house — LexisNexis projects a savings of $1 million a year.

Additionally, LexisNexis was able to build better information resources about its customer base, allowing the company to create a 360-degree view of the customer and their specific needs and challenges. This ability to provide more accurate, personalized service led to improved customer satisfaction and retention rates.

“DataFlux was the key element that enabled us to merge individuals from various data sources into one database,” Welch said. “With better control over our customer information, we know that we aren’t mailing hundreds or thousands of pieces to bad addresses — and that we can provide a higher level of service to our clients.”