Information Quality in Direct Marketing

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How to eliminate poor quality customer data – forever.

Two days with Larry English, the world’s foremost information quality consultant over in the UK this April for the IDM.

Incorrect customer information is the fastest relationship killer known to marketing. Its opposite, high quality customer data, is the cornerstone of effective database marketing, CRM and business intelligence. But how can you ensure that your operation eliminates every item of inaccurate data? And how can you get it right first time, every time in future?

In this two-day master class, the world’s leading information quality expert, Larry P. English, sets out and brings to life the principles, processes and practices of a high quality information environment – the environment you must have for effective relationship marketing.

Who should attend?

This is an advanced course for senior managers who are concerned with securing, maintaining and using high quality customer information. It is highly appropriate to data users and providers, particularly marketers, CRM executives, contact centre managers, database and data warehouse managers and IT and systems managers.

How you will benefit

Delegates will gain a clear understanding of how to measure customer information quality, how to quantify the costs of poor quality information and how to improve internal processes to eliminate the causes of defective data in the future.

Your tutor

Larry English, President of Information Impact International Inc., is an internationally recognised quality consultant specialising in knowledge management and information quality improvement. Working in 28 countries on 5 continents, his clients include Air Canada, American Express, Bank of America, British Telecommunications, Coca-Cola Foods, Eastman Kodak, L. L. Bean and IBM.

For a more detailed course outline click here.

What delegates say about the Information Quality course

 
Brilliant!
T. Harris, Swiss Bank
Very good, very thorough, well organised and useful
K. Lamb, BT
Great! This man knows his Data Quality Improvement!
E. Juvshol, Telenor
A very engaging and stimulating speaker.
M.B, Barclays Bank
Great seminar, content good. Well presented.
C. Jardine, Norwich Union
Very enlightening seminar, a new approach to an old problem.
S.E, Clerical Medical
Course rejuvenated me… I can now approach our issues with data quality with more guidance and referential material.
P.W, Lotus Development

Programme outline

Defining Information Quality in the Customer-Focused Organisation

  • The high costs of low quality customer information—why you cannot afford to ignore it
  • What information quality (IQ) is and isn’t

Applying Quality Principles to Information

  • Quality principles and information quality
  • Information products, customers and suppliers

Information Quality Tools and Processes

  • Categories of IQ tools for information quality management
  • Information quality processes

Data Definition and Information Architecture Quality

  • Assuring that you know all you should know about your customers to sustain customer satisfaction and delight
  • Assessing data definition quality: Does your data say what it means and means what it says?
  • Assuring data definition quality over time for meaningful trend analysis

Assessing Information Quality

  • Determining quality characteristics (metrics) of information
  • Assessing information quality
  • Assuring information quality of purchased information

Measuring the Costs of Non-quality Information

  • Calculating direct costs of non-quality information
  • Using customer complaints to measure non-quality information costs
  • Calculating opportunity costs of non-quality information (customer lifetime value)

     

    Data “Cleansing:” Correcting Defective Data For CRM and Business Intelligence

    • When and where to correct data
    • Analysing data and discovering customer relationships in legacy data
    • How to (correctly) find and consolidate duplicate customers
    • Strengths and limitations of automated data “cleansing” software
    • Preparing data for data mining and business intelligence
    • Auditing and controlling the correction and transformation processes

    Improving Information Process Quality For Effective CRM

    • Planning and implementing process improvements for information quality
    • Using cause-and-effect diagrams to eliminate recurrence of quality problems
    • Measuring quality improvements for effectiveness
    • Best practices for customer information quality
    • Information policies for information effectiveness

    Implementing and Sustaining an Information Quality Environment

    • Effecting culture change for customer-focused information quality
    • Breaking down barriers between organization units for information sharing and quality improvement
    • Organizing for information quality
    • Where and how to start an information quality environment

    Course fee includes all tuition, comprehensive manual, lunch and light refreshments.

      Past event

      This event is not currently running - please call 020 8614 0277 for alternative options or to register your interest for future dates.

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