IGO-POST gets more response to campaigns with global data insight from Dun & Bradstreet
IGO-POST believes "The Experience of Giving!" is the foundation for building and strengthening relationships. The company offers printed business gifts, promotional items and giveaways for every occasion. An international market leader with 70 years’ expertise in corporate and promotional gifts, the company is now a market leader in promotional gifts with seven branches in Europe and operations in 12 countries.
Huub Jonkers, IGO-POST Business Development Manager, explains how Dun & Bradstreet helped the company grow relationships through data.
At IGO-POST we were managing a large international database of company addresses with a need for more oversight and efficiency. We knew we needed help with standardizing our methodology and making clear analyses between the various countries. We had been looking for good quality addresses for some time and had previously dealt with local suppliers. This worked well in principle, but it was a lot of work for each country and there was no uniformity in the addresses or work method. For quality addresses in a number of countries we really needed a specialist.
We found one in Dun & Bradstreet.
Dun & Bradstreet’s global database is the largest worldwide. The information comes from more than 220 countries and is always current. This makes it possible for us to have the most up-to-date, comprehensive and reliable information in a uniform format for every single country.
How It Works
Another valuable asset that Dun & Bradstreet offers is the Dun & Bradstreet D-U-N-S® Number. The D-U-N-S Number is a unique, worldwide identification number for companies that makes it possible for us to identify companies and recognize individual business entities and family structures. We have integrated it into our database, which makes it easy for us to separate addresses that are valuable to us from those that are not. It also helps detect and eliminate duplicate addresses from the database. We can combine our internal information with Dun & Bradstreet’s worldwide database so we have one source of relevant information.
With a view to the future, we can get a better insight into the potential of possible new countries. Instead of one data supplier per country, one total supplier (Dun & Bradstreet) provides us with these insights, and we can work a lot more efficiently. Centralizing our address suppliers gives us more efficiency and uniformity. But there was another trigger, too. We needed more insight into the effectiveness of our offline mailings. With more and more business happening digitally, it creates an important extra marketing and sales channel besides the traditional catalogue. Insight into the effectiveness of the two channels is essential. And that is possible with Dun & Bradstreet’s data and expertise.
Results & ROI
Joeri Verbossen, Business Analyst at IGO-POST, explains the results the company has realized in its work with Dun & Bradstreet.
We use the Market Insight software almost every day for analysis and selection purposes. With just this one tool we can make all the address selections and analyses for every country. We can directly see and use all Dun & Bradstreet’s available company information and indicators: company sizes, branch info and all the other indicators that Dun & Bradstreet offers. The analysis of the response to our mailings in Market Insight provides helps us with KPIs to assess the success of our marketing campaigns. We can see:
- Which type of companies respond significantly better than others?
- Are there other companies of the same type that we could approach?
Market Insight gives us these insights, so we can get much more for our marketing spend and increase our ROI. We are also working with predictive models per country to make optimal address selections and purchase addresses. We have created these models in Market Insight. The ROI is that more efficient offline mailing saves money which we can use in other areas, such as digital marketing. That means we can make good use of our multichannel strategy and use both our offline and online channels optimally - we want optimal efficiency from both channels.
Also, in the challenging economic environment, the fact that address selection and analysis is done centrally by a Business Analyst means that time is saved in the individual countries. Where each country used to waste time with address selections, all of this is now done by one person who focuses completely on that function – approaching the work in a highly specialized way. There are now uniform processes for selections and analyses, the result of which is greater clarity and efficiency. The country managers are very positive about this way of working too. The importance and value of these insights we are getting can be seen throughout the organization. We can see the ROI on our marketing spend improving all the time. Ultimately that’s what you do it for. It’s an extremely positive outcome which you can be very satisfied with.
What we like about Dun & Bradstreet is that we can manage our database ourselves and can make our own selections and analyses using Market Insight. We have everything we need in-house and when we need it we have a professional partner in Dun & Bradstreet. Twice a year Dun & Bradstreet services the system. They check whether the addresses that are relevant to us are correct or whether an update is needed. We have one central source of information that we can process ourselves. That is exactly what we wanted from the start.