BeStUSeoFDAtAinchARitY
hiGhLYcoMMenDeD
cancerResearchUK WinneR
SupporterRelationshipManagement BritishLungFoundation
DataMigration experian
LoveYourLungscampaign
Thecharitywantedtomigratedatafromexisting
databasesintoSiebelinordertosupportitsSRM BritishLungFoundationhadidentified2.8millionpeopleundiagnosedwith
programme,whileretainingsourcedataas ChronicObstructivePulmonaryDisease.Apilotcampaignsoughttoraise
productionenvironments.SRMisafive-yearchange awarenessandencourageearlydiagnosisbyapplyingsophsticatedmodelling
programmetorealisethefullpotentialof andsegmentationtotargetmarketingactivity.Thejudgeswerehighly
suppporters.Creatingasingleviewofindividuals impressedbythecombinationoftechniquesandprocessesinvolved.
wasthereforecritical. Thecharitywantedtousearobustquantitativeapproachtofindingthese
Existingdatasetswerecleanedandenhanced missingmillionsbybuildingapopulationsegmentationwhatwouldstratifythe
priortomigrationinordertomaximise riskofhavingCOPD,theirlifestyleandpreferredcommunicationschannels.This
deduplicationandminimiseerrors.Worshopsand wouldsupportshort-termgoalsoftargetingsocialmediacampaignsinkey
analysiswereusedtodefinerequirements,a PrimaryCareTrustsandthelong-termgoalofprioritisingareasofthecountry
processdefinedforthemigrationandamanaged foractivity.
journeyused.Withover200productsand Inthefirststage,hospitaladmissionsdatawascombinedwithlifestyledata
transactionhistorydatingback50years,thiswasan tocreateamodelforhowmanypeopleatriskofCOPDwouldbefoundineach
unprecendentprojectinthissector. PCT.Thisreport,“InvisibleLives”,wasindependentlyevaluatedandallowedBLF
torankPCTsbytheirat-riskpopulation.Adetailedbreakdownofthelifestyle
ShoRtLiSt segmentsmostlikelytobeatriskwasprovidedforeachPCTarea,reflecting
christianAid variationsinunderlyingfactors.
experianQAS Basedonthiswork,BLFwasgranted£50,000torunapilotintousing
creatinga360-degreesupporterview outboundtelephonecontacttoreachundiagnosedCOPDsufferers.South
Tynesidewaschosenashavingthehighestproportionofpeoplelikelyto
UnicefUK undergoafuturehospitaladmission,with62percentmoreofthepopulation
MarketingMetrix atriskthantheUKaverage.ThelocalPCTprovidedmatchingfundstorunan
UKLegacyModel integratedcampaign.
Four“LoveYourLungs”eventswererunatvenueswhereatrisklifestyle
segmentsweremostlikelytospendtimeorshop.Outboundcallsweremadeto
5,000peopleinmostatrisksegmentsencouragingthemtoattend.Atotalof
1,822informationpacksweresent,leadingto1,176requestsforfuturecontact
and65referralstothehelpline.Over2,850peopleattendedtheevents,with
657testedand15referredtotheirGP.Atotalof9werereferredtosmoking
cessationprogrammes.
TheminimumsavingfrompreventingeachadmissiontoAccidentand
Emergencyisestimatedat£10,000.Thecampaignachieveda00percent
increaseinCOPDriskindividualshavinglungtests.
Sponsoredby:
tAnGiBLeDAtA
Establishedsince1996,TangibleDatahavedevelopedcoreskillsindataintegration,blendingskillsandexpertisefroman
unrivalledbreadthofmarketinganddatadisciplines.Ourmixofproductsandserviceshaveenabledustopushthe
boundariesofwhatispossibletoachievewithmarketingdata. Investingheavilyindevelopment,TangibleDatahave
delivered highimpactdatasolutionsforaprestigiousandmultisectorclientbase,providingtheinsighttoinformstrategic
planningandachievefinancialbenefits.
DAtAStRAteGYAWARDS2009|17
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