Database Audit
DB
Marketing Technologies helps clients ensure that their
marketing databases cost-effectively deliver accurate
insights and flawless execution of programs.
Through periodic audits, DB Marketing Technologies is
able to identify
database issues before they become critical errors,
enabling proactive correction.
The findings from DB Marketing Technologies
comprehensive database audits detail the cost-saving
enhancements our clients need to improve their data
collection, data management, processing and ETL, database
design, data quality, vendor-to-vendor interfaces and vendor
integration.
DB Marketing Technologies rigorous four-step approach
ensures a comprehensive audit that produces a better
designed, better integrated and more cost-effective database
that actually delivers on brand objectives. The four steps
are:
1. Discovery
2. Assessment
3.
Recommendations and Final Deliverable
4.
Presentation of Results/Deliverable Structure
1. Discovery
Through
review of company documentation and interviews with client
and vendor stakeholders, DB Marketing Technologies
evaluates the current state of the
CRM Architecture, with special focus on
the database.
This evaluation not only includes marketing
programs, databases and interfaces, but also brand marketing
strategy.
During this step, DB Marketing Technologies compiles and
reviews the following documentation:
Project team lists for each vendor, including contact info,
roles and responsibilities
Overall Documentation for the
CRM
Architecture (process
and data flows)
Entity Relationship Diagrams (ERDs) for the centralized
database as well as for the satellite databases at each
vendor
Data Dictionaries and small extracts from each table for
the
centralized database as well as for the satellite databases
at
each vendor.
Interface documentation, including interface structure,
frequency, method of automation, exception handling and
validation
Extract/Transform/Load documentation, including staging
structures, frequency, method of automation and validation
Execution/Tactical Reporting, both actual reports and
reporting design/logic
Customer data collection activities (copies of Web Forms,
BRCs, etc.)
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2. Assessment
Using the
output of our Discovery work as a launching point, DB
Marketing Technologies drills down into the operational
elements of the CRM
Architecture, including Operational Process, Marketing
Program Design & Execution, Databases and Reporting, through
a combination of site visits and interviews.
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3.
Recommendations and Final Deliverable
DB Marketing
Technologies develops a final deliverable containing
comprehensive documentation of the assessment, detailed
recommendations based on client requirements and DB
Marketing Technologies domain expertise, as well as a plan
for implementation that includes phasing and prioritization.
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4.
Presentation of Results
DB Marketing Technologies presents the results from the
assessment as specified by the project sponsor.
Deliverable Structure
To most
effectively assess the CRM
Architecture, DB Marketing Technologies follows the flow of
information from start to finish:
1.
Touchpoint Data
Collection
Description:
Consistency and integrity of how each vendor/channel
captures data directly from customers, including questions,
answers and business rules.
Importance:
Data collection anomalies can hinder the accuracy and value
of the marketing database.
Each day that anomalies are permitted to exist is
another day that potentially flawed data enters the
database.
2. Interfaces
Description: Structure, quality and validation of data
flows between vendors and databases for updates, fulfillment
and/or tracking.
Importance: Interface
reliability is essential to flawless execution.
Interface design can affect the efficiency of
operations, while interface validation ensures that only the
proper records are processed.
Improperly structured/managed interfaces can
continually put the utility and accuracy of the marketing
database at risk.
3.
Marketing
Database Technology, Design & Content
Description:
Ease of use and integrity of the marketing database's
structure/data model; cleanliness, integrity, accuracy and utility of the
data stored within the Marketing Database.
Importance: Difficult to use data models
can encourage improper reporting and querying.
Improperly structured data models can cause errors
that impact campaign execution.
Also, data anomalies, as a result of legacy information or
inconsistent validation, are an obstacle to reporting and
querying and can potentially effect campaign execution.
4. Reporting & Data Access
Description:
Tools, process, format and accuracy of program reporting and
analysis
Importance: Reporting accuracy is essential to proper program
management. A flawed reporting process can introduce
inaccuracies into reporting output.
Further, functional limitations and performance
issues can limit how programs are designed, executed and
measured.
5. Vendor Landscape
Description: Team structure, skills and inter-vendor
relationships between a client's project teams and each
vendor.
Importance: The highest level of service for a client is best
obtained when vendors are aligned and empowered to deliver
their core capabilities.
The deliverable provides the following detail for each
dimension:
Current State
Review
Findings and Recommendations for Improvement
Compilation of client and vendor documentation (included in
the Appendix)
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| Customer Testimonial
"Clearly, this was one of the most comprehensive and
well-articulated evaluations of the Nexium database
infrastructure that AZ has received. In addition, DBMT’s
evaluation led to critical cost savings for the year.
Clarity of approach, technical expertise, thoroughness of
communications, and affable personnel made interaction easy.
DBMT also has a clear understanding of the importance of
listening to the client and helping to identify client needs
and issues.
Unlike the approach all too often pushed by consultants
to force fit a ‘canned’ model or provide a ‘pie-in-the-sky’
plan without validating the ability of implementation, DBMT
recommendations were provided with a realistic sense of
where the business is to-date and what is truly feasible for
the future."
Senior Promotions Manager
GI Products
AstraZeneca
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