The Spanish subsidiary of the North American multinational VALASSIS, leader in marketing services and comprehensive management of promotions based on the use of discount coupons, has placed its trust in DEYDE, a technological multinational dedicated to Data Quality projects, to optimise their Databases (DB) and data efficiency
Since 1974, VALASSIS has been the leading operator in Spain in the clearing of promotions based on discount coupons, the distribution of promotional coupons and the development of personalised campaigns. With in excess of 500 million coupons distributed a year, VALASSIS works in Spain with more than 250 manufacturers, more than 1000 brands and 50,000 points of sale. The coupons are used by more than 100,000 consumers on a daily basis either at stores, online or through social networks.
In addition to hypermarkets, supermarkets and traditional stores, VALASSIS also works with chemists and healthcare stores, a sector that has also wanted to take advantage of the benefits of coupons, for both consumers as well as manufacturers and distributors.
Diagnostic: a challenge for data efficiency and quality
Coupons allow companies to open markets for new articles, manage promotions, rotate products, sell-off stocks, improve the brand image and ultimately increase sales. However, and in spite of them being very easy to launch onto the market, they require specialised processing by third parties to guarantee their authenticity, the security of the payments made and the statistical information deriving from these activities. Therefore, it is absolutely essential to have solid and reliable data.
With more than 10,000 promotional campaigns carried out in chemists and health care stores, VALASSIS needs to depend on the best solution possible in relation to data quality.
In 2015, VALASSIS began searching for a technological solution with the aim of consolidating all the information into a single registry.
Due to its experience in these types of projects and the recognised good-standing of its technological solution, MyDataQ, DEYDE was the option chosen to optimise and consolidate all the sources of information from these campaigns by means of a process of unification, standardisation, deduplication and enrichment of its point of sale database.
“Before starting this project, we had accumulated more than 70 different databases, originating from thousands of promotional campaigns carried out at chemists and health care stores up until that moment. Furthermore, our registries accounted for more than 80,000 points of sale when in reality the number of chemists in Spain is noticeably lower. As an initial measure, we opted to carry out internal processes to clean the data (manual), but given the amount of accumulated registries, DEYDE with its MyDataQ solution was the best option.” explains Sara Andrade, Sales and Marketing Director, at VALASSIS.
The project: Data Standardisation and Enrichment
After analysing the situation of the registries at VALASSIS, a team from DEYDE, comprising three people, took responsibility for the project.
As a starting point, and after VALASSIS had internally centralised their information into two different databases, DEYDE proceeded with their consolidation, integrating the information from both into its systems. After this unification, the data cleaning work began on the databases and the identification of unique customers in order to check the registries for duplicate chemists.
In order to carry out this undertaking, which was performed in less than a week, processes were executed to clean names, code addresses, standardise and correct telephone numbers, national identification numbers and email addresses and finally enrich and standardise bank account codes. Then, the identification of duplicate groups was carried out by means of cleaning names, coding addresses and identifying family groups.
MyDataQ allows those addresses that are impossible to locate to be recognised, it corrects the incorrect ones and verifies and updates the postcodes; ultimately, it assigns the code and official name of the town and street according to be INE (National Statistics Office). Likewise, and based on diverse criteria included in the database, such as name, address, national identification document number, telephone numbers or bank account numbers, it is able to locate duplicated customers. In relation to the processing of the tax identification code, MyDataQ permits the validation of the control digit of the identification document or the allocation of this number in the case that it is not on the document.
Although the enrichment and standardisation tasks for the bank account called were not initially considered, after some study, it was concluded that it would be possible to identify the valid registry by using them. In addition to allocating the IBAN code, MyDataQ indicates whether the bank account number is correct (should it be missing any data) and validates whether the bank or building society still exists or whether it has merged with another.
All these processes guarantee a significant saving in costs as well as a single overview of the customer, finally resulting in an increase in the quality of the services provided to customers.
“After the service carried out by DEYDE, we now have a single database that is completely reliable, which, on the one hand guarantees the univocal identification of our customers and, on the other, the classification of family groups, for an optimised execution of each one of the undertaken actions”, states Sara Andrade, Sales And Marketing Director, at VALASSIS. “Thanks to DEYDE, we have improved strategic business decision-making and multiplied the efficiency of our marketing campaigns: we now know that they reach all customers, once only, with no typographic errors and with guarantees”.
Identification of Duplicates and Family Groups
In addition to unifying, improving and enriching their sources of information relating to the pharmaceutical sector, VALASSIS has taken advantage of the services of DEYDE in order to assist its customers in the optimisation of their promotional campaigns.
This is the case of a well-known consumer brand, which prior to launching a promotional campaign limited to 40,000 registries, it decided to clean its databases in order to identify and locate family units. By marking the customers that share a home, this avoids the duplicate sending of the same sample, thus the campaign is adjusted to the established number of registries, and most importantly, it optimises the costs from the outset.
Once target public has been defined, the database must be duly structured and standardised to avoid errors and to be able to carry out any project however small it may be.