DaimlerChrysler: A Case Study in Enterprise Data Quality Success
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DaimlerChrysler Corporation (NYSE: DCX), a world leader in the automotive manufacturing industry with sales over $15 billion relies on its customer database to enhance marketing effectiveness, and reduce operating costs.
The Challenges
- Improve data quality to enhance marketing effectiveness and reduce costs
- Achieve an accurate single customer view within its Customer/Owner Information Network (COIN).
The Solution
Enterprise-wide correction, validation, and enhancement of customer data.
The Benefits
Enhanced Direct Marketing Effectiveness
COIN has helped DaimlerChrysler to disseminate well-targeted messages to its customers and owners. With accurate customer information, DaimlerChrysler carefully evaluates the results of its direct marketing efforts to reduce waste and determine which campaigns have been the most successful.
Reduced Operating Costs
The firm has achieved savings by processing its own mailing lists using Group 1 Software products. For example, over 500 million pieces were validated in the last year. With over fifty million records in the customer database, a substantial improvement in data quality has delivered huge savings in mailing costs alone.
Increased Use of Data Across the Enterprise
DaimlerChrysler's business analyst teams are now able to access and generate marketing lists and analytic reports on customer information without IT staff assistance. The firm's advertising agency, BBDO Detroit, and its dealers have also benefited from improved data quality and availability of data.
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