Procter & Gamble

Procter & Gamble's consumer platform across 16 countries

In the November 2008 issue, Precision Marketing Magazine has a special focus on the Single Customer View.

Chief editor David Reed has organized an editorial "round table" with all main players specialized in the SCV-model, allowing them to share the frustrations, insights, client feedback, points of attention and general awareness involved in this particular model. Both on the national SCV approach as well as on the international SCV trend.
How has the SCV-concept in datadriven marketing really emerged from the well known management mantra: think global, act local?

No better way to testify on the interconnection, than by some clear case studies.

Welcome to P&G's direct-to-consumer world, driven by one single source: the first, large scale
Pan-European database with a 360° customer-centric view covering 16 countries.

DNA Partners

Bisnode Interact, supported by Care Direct, PDM, DirektMedia Norway, DirektMedia Sweden, WDM Nederland, WDM France, WDM Belgium, Global Group, Datapuls, Profile Address.

Wegener NieuwsMedia

Defining a new business model from a combined on & offline view of customers

In the November 2008 issue, Precision Marketing Magazine has a special focus on the Single Customer View.

Chief editor David Reed has organized an editorial "round table" with all main players specialized in the SCV-model, allowing them to share the frustrations, insights, client feedback, points of attention and general awareness involved in this particular model. Both on the national SCV approach as well as on the international SCV trend.

How has the SCV-concept in datadriven marketing really emerged from the well known management mantra: think global, act local?

No better way to testify on the interconnection, than by some clear case studies.

Welcome to Wegener NieuwsMedia's cuurent project, which features how this Dutch leader in regional media is defining a new business model from the combined on and offline view of its customers.

DNA Partners

Bisnode Interact, supported by WDM Nederland.

Wegener Dagbladen

Marketing intelligence as enabler for growth in a highly competitive and stagnating newspaper market

Background
In a mature industry the best strategy for maintaining profitability and productivity is to focus on steady improvement through consistent incremental innovation. Wegener Dagbladen took the decision to look at new and innovative ways to diversify its business offerings to increase revenue, widen its customer base and offer new services to existing customers.

This asks for a focus on marketing rather than on subscriber management, on increased value rather than on cost reduction, on marketing creativity rather than on operational excellence.
At that point, little information was known about the customer. However, even less was known about readers.  No synergies were exploited: line extensions were still in their infancy. 2MIO unique visitors for the portals had no follow up and were not further developedin their revenue potential. General numbers on "reach" were the only measurable sales arguments towards advertisers.

Sales is volume driven where it should be revenue driven.

Solution

A marketing intelligence platform has been built by Bisnode Interact. It consists of the following components:

1. Marketing Intelligence platform: Single Consumer View/Single Household View
2. Data Quality Tools & Process (profiling, cleansing, matching and enrichment)
3. Daily synchronisation with the operational system (XML based)
4. Web enabled Campaign Management Tool (Affinium Campaign -Unica)
5. Management Reporting based (Business Objects) - with an important focus on Life Time Value (LTV) measurement
6. Data Mining/Analysis Environment

Reasons for choosing Bisnode Interact:

1. The customer centric growth path proposed by Bisnode Interact
2. The fit of our solution to support that growth strategy
3. The ability of Bisnode Interact to act as a long term strategic partner.

In the very near future, Dagbladen wants to move to true interactivity based upon the single consumer profile that will exist. The aim is to allow for multichannel campaign management creating a relevant consumer interaction at each touch point (websites, off-line, on-line, phone, iDTV...).

DNA Partners

WDM Nederland

Procter & Gamble

Central Consumer Database for P&G

Bisnode Interact develops central consumer database for Procter & Gamble in Western Europe

Consumer Goods manufacturer Procter & Gamble (P&G) has appointed Bisnode Interact to develop its central consumer database for the West European region. This will provide a sound basis for pan-European and nationwide campaigns.

Western Europe has 385 million consumers. The new, central database will cover the 16 markets in Western Europe: UK, Ireland, France, Belgium, Netherlands, Germany, Austria, Switzerland, Sweden, Finland, Norway, Denmark, Spain, Portugal, Italy and Greece. The consumer data gathered will relate to products across P&G’s portfolio of categories. Data, previously gathered by country, will now be harmonised internationally. This integration not only improves efficiency, but also offers new options for setting up national and pan-European campaigns.

Data used with explicit consumer consent

P&G has high standards of privacy protection and all the information gathered will only be used and kept with the explicit consent of the consumers participating in the programmes. The data is gathered by means of questionnaires or surveys about the use of different brands, via in-store promotions, promotional packaging, etc. In addition to classic direct marketing (mailings, magazines, coupons, etc.), there is also scope for communication via the Internet. On more than a hundred brand websites European consumers can find out about products and can take part in loyalty campaigns, coupon campaigns, etc.