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MLI Advantage: Quality Control leading to Quality Results
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Data Management


Data management is the cornerstone of effective direct marketing. Without it, you really can't communicate one-on-one with your customers and prospects.

As an integral part of our broader services, we provide our clients with complete data management solutions, including:


  • High volume data entry
  • Forms processing - Optical character recognition
  • Merge file & Realign data fields
  • Change Data structure
  • Data cleaning
  • Merge/purge
  • De-duplication
  • Mail merge
  • Mailing campaign management
  • Customer Loyalty Program Management (CRM) – through our Channel Partner

We are are progressively expanding our Data Management capabilities and working closely with our clients and database owners advising and guiding them towards importance of Data Management and cleansing of their in-house databases.

The shape and condition of databases available for Direct Marketing activity in India is of very poor quality in terms of data structure. We are endeavoring to work with leading companies to help them realize the potential of their database providing them with our expertise in Quality Data Management leading to Quality Results.

Listed below are some of the Data Management / IT Solutions we provide :

Data Management / IT Solutions :

  • We offer Onsite and Offsite Data Analysis; facilitate further usage of data for marketing campaigns and strategies.


  • We specialise in building effective database systems which involves:


    • Data Migration :
    • ETL (Extract Transform Load) techniques are used to merge, purge, cleanse, match and de-dupe the data. Experienced in handling old and legacy systems / raw data and resolving redundancies and inconsistencies.

    Data Consolidation :
    • Proven algorithms are used to deal with complex, poor quality, diverse, and large volumes of data.

    Data Profiling, Segmentation, Enrichment :
    • Custom-built tools are used to gather information from within the universe of data and also from our highly profiled, diversified and huge data bank.

    Data Warehousing :
    • Expertise in implementing data warehousing solutions for large to medium volumes of data using latest RDBMS and OLAP tools.

    Data Synchronization
    • Developed and implemented secure, high performance synchronization applications.


  • OLAP tools, data analysis and data mining algorithms and techniques are used to further analyze and segment customers, in terms of buying patterns and behaviors, preferences and profitability.


  • Well-defined and well-designed data mining and statistical analysis models are used to develop promotional campaigns or assess the effectiveness of previous campaigns.


  • Information for data analysis may be on the basis of:
    • – Contact information, Group and Household information, Promotion, Product purchase and usage history, Transaction roll-up, Customer Service history, Survey/response data, Demographic/Psychographic data etc.

  • The database system enables building and designing lists for which different treatment strategies can be developed; plan/budget/schedule campaigns and monitor responses.


  • Technology


    • Very large scale :
    • Facilitating dedicated Servers for Database and OLAP Tools
    • Experience on Oracle 9i or above / MS SQL Server 2000 or above, Business Objects, Crystal Reports, ETL Tools
    • Providing WAN / VPN connectivity for multi-locations

    Medium scale
    • Facilitating Dedicated Database Server
    • Oracle 9i or above / MS SQL Server 2000 or above
    • Business Objects / Crystal Reports / Open Source / Custom Reporting Tools

    Average
    • Shared Database Server
    • Shared MS SQL Server 2000 / MySQL database space
    • Customized Reporting Tools / Shared Web-based reports

To view a few assignments done for leading Indian firms please see below :

Case Study 1:
MLI worked with a leading multinational Insurance company in India to help them extract demographic information from their existing customer base of appx. 100,000 names. The database was being maintained very poorly and the task was a challenge due to the poor hygiene of the base.

a) Three files were provided named as File1, File2 and File3, with different set of records within them.
b) Intra-file duplication was carried out for each file. Thereafter all the files were merged in a single file.
c) The Plans criteria were applied to the merged file, which resulted in targeted extraction of relevant data.
d) Age criteria was carried out along with de-dupe on name, birth date and phone1.
e) The cities were updated taking into consideration the zip codes.
f) The blank zip codes records were taken out.
g) The major cities that appeared in Add1, Add2, Add3, and Add4 were cleaned and counts extracted.

Case Study 2:
MLI worked with the French Consulate on the launch of the French Season In India - an exhibition carried out at The Taj hotel. The attendee list of VVIP's across India was received in a poor quality addressing format.

a) Carried out uniformity in addressing across the full base.
b) Changed all text to upper lower. Converted company names to capital letters to maintain consistency.
c) Separated first name and last name fields as they were merged together, to assist later in personalization process.
d) Carried out mail merge activity with personalization.
e) Label printing was also done.

Case Study 3:
Received data on a list rental order placed by an overseas mailer for a leading publishers list in India. Upon receiving the data from the Indian listowner it was noticed that the database was in poor shape with the names poorly maintained in a database structure. This was not in compliance with what the mailer wanted in terms of hygiene. MLI immediately informed the list owner of the condition of its base and with its approval and budget clearance took corrective measures to clean the data up thoroughly and placed it in a workable database format to meet the mailers requirement. The quality of databases of some of the leading companies in India is in poor shape.

Case Study 4:
Worked with another leading multinational Insurance company on Data Management / Extraction / Merging / Deduplication

a) Merged all the given excel files as per their groups. The excel files were then converted to access tables. The data was then filtered. Certain records were filtered and taken in a separate file as per client's request.
b) All the required information of certain criteria of records was updated against their respective relational fields.
c) Thereafter, the given criteria were applied to filter the data.
d) All data was merged and de-duplication was carried to provide unique records.
e) Report supplied based on the extracted data as per the client's request.

Case Study 5:
Worked with a market research company to develop a customer base on behalf of their client.

a) Data entry and data processing was carried out.
b) Image storage and archiving was done
c) Database design/development/implementation was carried out
d) Personalization, mail merge and laser printing along with mailing and dispatch was done thereafter for their first campaign.

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