intRoDUction
theRe’SGooDDAtA.
thentheRe’SDAtADoinGGooD ASSociAteSponSoR
DavidReed
editor,DataStrategy
Weallliketothinkthatwedo Tosaythat2009hasbeenadifficultyearisno
goodthingswithdata.From smallunderstatement.Manygoodbusinesses
gooddataqualitythroughto havegonethewayoftheDodoandsackings,
campaignperformance retrenchments,consolidationand
improvement,therearemany redundancieshavebeenrife–allwhileDM
positivesbeingcreatedinthe volumeshaveplummetedtolevelsnotseen
dataworld.Amongthisyear’s sincetheearlyNineties.
winnersareexamplesofthe Thenamidstthisabundantdoomand
classicthingsthatgotomake gloomappearsararerayofsunshine–TheDataStrategyAwards-
upbestpractice. anopportunitytocelebratethatthroughoutthisunwelcome
Atoneendofthespectrum,aloyaltyschemeusing downturntherehasbeenconsiderablecreativityandsuccessacross
pointsanddrivenbyaRFMsegmentationtodrive adiverserangeofdataservicesthelikesofwhichwe,asan
loyaltyamongcoffeedrinkers.Orinagoodtwiston industry,couldonlydreamoftwentyyearsago.
theclassic,creatingapointlessloyaltyprogrammefor Ibelievethatmuchofourfutureliesinhowbestwecanmakeall
ahomefurnishingretailerkeentodriverepeatvisits ofthesedatachannelsandservicesworktogether.Becauseno
withouttheliabilityofredeemablerewards. matterwhichwayyoulookatit,dataliesattheircore. Forit’sno
Attheotherend,consolidatingcustomerdatainto coincidencethattheclientswhohavethrivedamidsttheturmoilof
asingleviewandthengettingitintothehandsof thelasttwelvemonthsarethosethathaverecognisedthevalueof
customer-facingstaffatthepointwhentheyare dataandhavereallyexploitedtheassetwhichistheirdatabase.
actuallytakingtheirholiday.Ordevisingafully- TheREaDGroupplchaslongbeensynonymouswithimproving
compliantwayofprofilingthepopulationbyethnicity thequalityofdirectmarketingandconsequentlyisdelightedtobe
andreligiousbelief. theMainSponsorofthe2009DataStrategyAwards.ToDavidReed,
Butthisyear,wealsohaveexamplesofcompanies formaintainingDataStrategy’seditorialexcellenceatatimewhen
whohavegoneonestepfurtherbydoinggoodthings somanyothertrademagazineshavedisappearedfromthefaceof
withdatabeyondjusttheirimmediateorganisation. theearth,keepfightingthegoodfight,mate;andtoallofthe
Foronemobilephonecompany,thatmeansensuring nomineesandwinners-welldone!Youhavedemonstratedthat
subscriberscanhavetheirIDsvalidatedtoallowthem fromthefieldsofadversityshallcomegloryanddoneboth
accesstoaground-breakingmobilebankingservice. yourselvesandthedataindustryproud.
Inthepublicsector,itmeanscreatingadatahubof
citizeninformationandthenusingtheexperienceasa MarkRoy
centreofexcellenceandbenchmarkforotherlocal chiefexecutive
authorities.Ortheprimarycaretrustidentifying theReaDGroup
peopleatriskofundiagnosedillnessandthen www.readgroupplc.com
targetinginterventionactivityatthem.EventhePCT
spottingwherepeoplearenoteatingenoughfruit–
andtakingittothem.
Thoseareprojectswithimportantpaybacknotjust
fortheorganisationsinvolved,butalsoforsocietyasa
whole.Itisnotoftenthatthebackroomworldofdata
getstobecomeabeaconforanentireindustrysector.
Itreflectsthecoreimportanceofdataindecision-
makingthesedays.
Establishingthebenchmarksbywhichotherscan
bejudged.Reachingouttohelppeople,usingdataas
thepointoffocus.Orjustdeliveringoptimal
campaignperformance,week-in,week-out.Theseare
thethingsthatdatapractitionersareaskedtodoand
whichtheDataStrategyAwardshonoursthemfor.It’s
allgood.
DAtAStRAteGYAWARDS2009|
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