How we helped a customer lower marketing cost

In May 2018, the legislation regulating data protection was updated at European level and this forced the Economic agents to recertify the consumers' agreements from the existing databases.

Considering the new GDPR regulations, one of our clients performed an analysis based on the data of the consumers in the portfolio and observed multiple inconsistencies in the collected data.

Deepening the analysis, we identified multiple contacts whose data are invalid (phone numbers that are no longer active, e-mail addresses are invalid) or which are no longer current.

The accumulation of identified factors results in a higher cost on the implementation of marketing projects and the incorrect analysis of the results, the reporting being made to a set of incorrect figures.

In order to remedy these situations, we received from the client the request to carry out a project through which to clean the database, but through optimized costs.

Our proposal was to create a landing page through which consumers, based on a unique identification code, to insert their updated data and at a later stage to create a Call Center, following that at the end of the campaign, all outdated contacts will be deleted from database.

In order to ensure that the message reaches consumers, but also to optimize costs, the project was carried out in multiple stages of communication on several channels.

Initially, we assigned to each consumer in the database a unique code, a code that also represents the access code on the landing page. We created the web page where each consumer logs in only with the unique code (having access only to his data) and we defined the data fields for which the client requested the update (each field having implemented different verification parameters depending on the nature of the data). We also defined a set of rules by which each consumer was verified with existing data, after data validation, but also rules related to the number of possible updates so that there is no data duplicated in the database.

After the implementation of the system and methods of database mapping, a first email communication was sent informing consumers of new changes, how to update their data and information about deleting data if they are not updated by a predetermined date.

5 days after the first communication, the email was sent back to those who did not respond after the first instance.

At another 5 days, I sent an SMS to all those who did not respond to the first 2 communications.
After completing the first set of communications we managed to get a status for about 50% of the database (either updated or invalid).

Consumers who were not updated in the first contact attempts were called from the call center; the data being updated by phone.

At the end of the project, we managed to completely clean the base, and the client’s costs with marketing campaigns decreased by up to 60%, and the success rate increased by 20%.