 Good morning everybody or let's say good morning to the ones in Europe and Africa Have a nice lunchtime in the Arabia and Middle East and good afternoon to the ones in Asia So again for for me, it's always a bit complicated to what to say. So I just say hello Maybe that works at every time of the day. I'm very happy to welcome you to their first Talk we have innovation talk we have in 2021 We all had probably one of the most interesting years behind us I Heard there is a Chinese curse which says may you live in interesting times? I think we really live in interesting times We also saw that a little virus could change everything. We are thinking about how do we sales? How do we do marketing how our world our private world is changed with homeschooling and closures of stores and all this stuff so we really had a change over the last year, but What we on the other side we developed things over the last year Like our innovation talks before that there were small people number of people gathering and burn for a nice Seminar which is of course really great, and I'm really looking forward to see people personally again But on the other side now we have 2030 50 sometimes even 100 people coming together in online webinars and online Conferences and online dialogues which gives a lot of more people the chance to to attend And I'm really happy that we have this chance Saying that I would like to give over to Olivier from the UP you Saying well hello to you from our host Olivier Hello, and thanks Martin for the introduction Hello everyone and a very happy new year. We still are within the time frame where we can say happy new year So happy new year to all of you and welcome to this third session of the innovation talk series that we have started with Martin last year and This session and the whole series of webinars is organized under the umber out of the direct marketing advisory board of the UPU of the Universal Postal Union And I wish to to say hello to all the members of the DMAV that are present today And as you may know the DMAV the direct marketing advisory board is a group of postal operators and private sector Industries and companies that are interested in developing direct marketing as a possible product So we're doing a number of activities one one Work swing that we have is to organize those webinars Since last year with the support of Martin that I wish to thank again for For his support in organizing and running those those very successful webinars And I'm very excited by today's topic I'm going to be talking about data and the quality of data and as we we often hear in the direct marketing well and and beyond data is gold and and I I would add that in that context where we said that that is gold Postal operators are basically sitting on the gold mine And they have to be aware of that they have to understand that they are really sitting on the gold mine. They are for for decades Dealing with addresses. They have the knowledge of communities that no other Economic operator is enjoying So they're really sitting on on on the gold mine and and I I'm sure that after to the session We will better understand And know more about how to leverage That position and how we can use as opposed to a sector that gold mine where we're sitting on So I'm extremely pleased to welcome Henning Wangenfeld to to that webinar as a keynote speaker Thank you very much Henning for taking the time Henning is is one of our postal colleague. I would say he's he's within a ducha post and specifically within the unit or or subsidiary that is dealing with with addresses and Henning is This director for for sales in that the specific line of business of ducha posts So thank you very much Henning for taking the time to share your experience with us today and and you've used On data on addressing on on data quality on how important it is to have a proper strategy a proper A way of dealing with data using data uh for for thriving your postal business So thank you again, and I wish you all a very very good Webinar and and I'll give you the go back Martin if I may say so. Thank you very much Thanks Olivier. Thank you a lot for you and thanks for organizing this and Giving everybody the chance to attend Yes, Henning Wangenfeld from ducha post address, which is a subsidiary of the german post And he will speak about today data quality and rep. Is it worth the time and To take one thing before it is worth the time I I don't think that I really That this is really a secret I myself I am have a background in information technology And in information technology you always speak about the the principle of garbage in Garbage out so if you have bad data Whatever you do with it the result will not be good because if the data is bad every analysis You may or you're making is bad as well So from my point of view data quality is worth the time Sometimes it's not as sexy as we would like to have it But it is worth our time. So I will give over to Henning now He is director sales and account management with ducha post address And he is one of the persons. I know who is not only Has not only a very very deep knowledge about data quality, especially from a postal point of view But as well has this view from an international point of view. So it's a good combination for today. I think and Henning the floor is yours Switch over to your presentation and we are happy to have you here. Have a lot of fun with us Thank you everybody. Yes to everybody. Of course, he will answer questions afterwards We have a dialogue session afterwards So whenever you have a question just put it in the chat and we will be happy to answer that afterwards Henning after you Martin. Thank you very much. Also olivier. Thank you very much for inviting me having me in your in your One of your meetings. It's a big honor for me and I'm very happy that so many of you dialed in Obviously, it's a topic that's quite interesting. Martin just said it's not sexy, but I learned from olivier. Maybe it's a gold mine Maybe that's the reason why so many of you are dialing in I'm just trying to start a presentation before I say some words about myself Martin just let me know if this is if you can see the presentation right now It's today's topic is about data quality and data quality unwrapped. So the question Martin already asked is it worth its time Regarding the agenda Yes, we do not see the presentation yet. You just have to to put on the On the screen sharing mode in this yes now We we see your screen and now go on presentation mode And then we can start perfect now So as you can see I'm more like with addresses And not so much into it Just a quick overview on today's agenda Try to keep it short because the the topic of data quality in total is such a big topic You can we could talk about it the whole day, but As I learned we have 45 minutes a day. So I want to start with a short introduction Want to talk with you about the six dimensions of data quality? Want to ask reasons why? Why is data quality changing? Why is it so important? I want to show you some risks and also some chances that come with correct or incorrect data I would like to give you some recommendations and also show some use cases from my daily business some customer experience I've made on a national and international basis. So whenever you have questions Just feel free or otherwise after After the lecture Yes, introducing myself. Um, my name is Henning Wagenfeld. I'm 42 years old I'm a director of states and account management with deutsch-opposatres. I'm going to explain Storch-opposatres a bit later I currently live in Sweden. That's why probably you guys can see there's a lot of snow in the back I live here with my family into children In in Sweden also due to corona. We have this special situation as all of you guys probably have My second home is Munich in Germany. This is due to the fact that most of my business is done In Germany our headquarters in Germany too, not in Munich, but I like Munich And that's why I'm traveling. I'm really traveling a lot Meeting my customers. Um, I graduated university started my business in a made order Made order company building up the made order company in the uk. That was a nice nice entrance And after that I switched to a company. It's called avato is it direct It's a part of Bertelsmann. And this was the time where I got in contact with data data management and sales Um, since 2010 I'm a member of deutsch-opposatres. So it's now 11 years. My was my anniversary in January my 11th year time flies And I'm now leading the national and also the international sales and the account management team In Germany Yeah, it's going to post director post address. Who are we just mentioned? It's just it's a rather small come It's um, we are market leader. Um, we are focused on the on topics of address updating and address research A slight difference. I'm going to explain later on A bit more about these So deutsch-opposatres, um, we are a joint venture We're a joint venture of deutsch-opposte hl. So the big leading logistic company, which probably all of you know and uh, Bertelsmann the Share is about 51 percent deutsch-opposte Dhl and only 49 percent Bertelsmann. So it's a combination of two strong companies bringing in Both their shares and the strength they have But as we have 51 percent all of my presentation everything that we have that we use is Just being presented in the the corporate design in the yellow color that is our main color Maybe if you just have other questions it's like it's our business launched 1994 for example Sorry, we have 140 employees It's a highly profitable business that we're dealing with just learned the expression gold mine It's maybe not a big gold mine, but it has A huge profit rate. The profit rate is between 30 to 40 percent So everything that deals with data is highly profitable As long or as soon as it's being automated. So I can highly recommend Um, now I've prepared a small Um, a small video for you as an introduction just to um to start to start off It's a video from tisa a global player And it's showing and this is the main reason why I want to use this video and it's showing the main four main categories Within a company where data quality plays a significant role Every process at tessa needs data This data contains information about our product customers providers and our staff Who spend a good amount of their time generating and editing data And so the right product can reach the right customer at the right time The correctness of our master data is at the core of our ongoing processes But a single moment of distraction can leave the door open for gremlins to sneak into our system If the accuracy about the features of a product isn't controlled in the master data These gremlins can cause confusion Incorrect master data about a product's weight for example Can lead to unexpected difficulties Also shipping addresses must be checked thoroughly In the worst cases Fall D master data can cause the loss of an entire shipment That's why we're introducing tessa's data management To prevent sneaky gremlins from causing trouble in the future But even as these decrease in number It's our job to minimize the gremlins before they become monsters We're all a part of the solution If we reach high quality master data practices gremlins won't sneak into our processes We want to create a solid base for this goal together with your support tessa tessa We master data Thanks, any that was the video you just have to switch over to your presentation again and you are set. Yes Any we can't hear you at the moment Sorry, I muted I was coughing. That's why we didn't want to Are you um, do you see the the new idea the next slide with the four main categories? Yes, we saw it. Everything is all right. Okay. Sorry Okay, so um, I want to show you that the The main message from this video is that there are four main categories When it comes to data quality, it's about products It's about customers and it's about suppliers and it's about your staff um So and as I just said in my introduction The topic of data quality can be huge. So let's today. Let's focus on On the customer on the customer data When we talk about data quality what I just Mean by keeping it simple is the ability of a certain I'm talking about the ability of a certain data set To serve or support a special need um in a special context So this has to be something we keep in mind. It's not about collecting data like like crazy It's about collecting the right data for the right purpose and today. Um, I would like to focus on On customer data Well, some of you guys probably all experienced is Talking to your customers and these customers are struggling With maybe low or unsatisfying response rate on marketing campaigns Maybe they are struggling with unpaid invoices due to an undeliverable or incorrect postal address Or maybe the address an incorrect address was used in order to cause fraud You probably have customers that are struggling with high fees for postal or parcel returns due to incorrect addresses Or you have customers that are struggling With a number of inactive clients in their database And on top what what's also struggling is the the legal requirements. I'm very sure that These legal requirements need a special attention in each and every country. Um, we have the gdpr We have kyc regulations and all these regulations They make it a bit complex and they have to they have to be attended in the correct in the correct way so when it comes to Data quality and in order to avoid all these Struggles sometimes the answer of how to avoid struggles Is at easy as a I always talk about the road To correct data. Um, this road might be a little bit rocky a little bit bumpy But if you just keep in mind that there are six stops or six dimensions Within this road, it's quite easy. Um to um to stay on track So let's talk about these six The six dimensions first dimension. Um, you have to keep in mind when you think about data quality You think about accuracy So the question is is the data in your system. Is it accurate? Um, is the spelling accurate is the name accurate is the date of birth But everything has to be in place And the best thing to start with Martin just said in the introduction at some times it's garbage in garbage out The best way to start with accuracy is right from the beginning So try to make sure that the data that you enter into the system is accurate right from the beginning The uh, second, uh, the second stop or the second dimension is completeness So the question here is do you have all the information? Um for each of your records Do you have the information? Um, you need in order to process a job? For example, if you're planning an email campaign or an email campaign It's important for you to have all the right email addresses in your system if you don't have Planning an email campaign doesn't make sense If you're preparing a birthday for example a birthday present or a birthday mailing for your customers It is important that you have an accurate and complete date of birth Just knowing that this person was born in 1978 Doesn't make it a birthday mailing. So completeness is also a huge factor when it comes to data quality The third stop or the third dimension I would like to point out is uniformity Data within your system has to be presented in the same way So you cannot have data for example one set of data everything is spelled In capital letters and the rest is spelled in small letters If you want to do an automated process And this is when you start earning money If you want to have automated processes, then you have to make sure that your data is uniform in a uniform way The next stop on this bumpy road is the the timeliness so What you have to understand with what I mean with timeliness is that Your data represents your reality So if your data is outdated And it doesn't have to correct timestamp Then your reality is outdated So be sure that you do Regular address checks regular updates check your data regular On a regular basis. Otherwise, there will be a gap between the outside reality And the reality in your database The next stop or the next dimension On this road is uniqueness Ask yourself Do I have duplicate Information in my system? This would cause the big Will have a big impact in your data quality and in following workflows So you have to make sure that That each and every person or each and every data is unique Data set don't store data on several places don't have duplicate information There are several banks several phone companies that come to A fusion and and they're just trying to combine and they have now the problem That they have data twice in the database and they want to what they want to achieve is they have to Sort out. How do I achieve the unit? Six and last Dimension or the sixth stop is of course data security is the data that you store. Is it safe cure? Um, this has to be this is so important due to all the Regulation that we have the gdpr kwc and all the regulations in each and every country It's a must to be sure that data is secure. Otherwise You're getting a real real problem. Everything has to be compliant with these Um these rules so really an important. It's not the last stop, but it's very very important So on this road to data quality um There are some some reasons why it's difficult to stay on this Stay on this road. Um, and let me let me show you. Um, let me show you why There are many reasons why um the data can be outdated or incorrect or incomplete. It's not just Um, um a single fault that that occurs For example, let's have a look on the german on the german market in germany We see that every year about 10 percent of the population Is moving so that means eight million people Are moving the houses so they're moving from one address to another address every year about 10 percent so and if you don't be In time and if you don't make sure Um that the data is accurate and you don't check your data Regularly you will lose 10 percent of your customers every year. I promise the next The next factor Why data can be outdated is that people die. I mean look at the disease It's in germany every year 1.1 percent of the german population dies. That means 900 000 people Approximately are dying. So custom when if your customer is struggling with poor conversion rate On a mailing for example, maybe you should check the data. Um, maybe he's mailing. Maybe he's addressing That people which of course will not turn into a positive conversion rate. Make sure You check this and the databases What's also a fun fact is the territorial reforms in germany, maybe it's just a german problem, but What we find out that there are more than 40 000 Changes of street names postcodes city names per year in germany. I mean, that's crazy We're changing names of streets. Um, we're making the beethoven street a mozart street Just for no reason and this is one change and we have 40 000 changes In germany every year. So of course the data in your system if you just If you keep if you save the mozart street in your system and it's going to be changed into a beethoven street It's going to be outdated. It's going to be um incorrect and you will probably get problems with delivering Also, the reason why data is um, it's maybe um incorrect in your system is just um, it's just a personal issue It's a sloppy address capturing Um, this can happen in a call center on a point of sale in a workshop So if you don't make sure that right from the beginning you capture Um, the right address, um, you will have a constant problem of data quality within your Also, um on an international basis, um, you have to understand that there are different address formats So you can't just take your german way of thinking and thinking of address formats and say This has to be the format for all the other countries No, absolutely not be aware that there are different specific address formats and requirements for each and every country So this makes um maintaining um data very hard, but if you know what's important for each and every country Um, it's quite uh, it's quite the unconvincing but you have to be aware of this of this topic also, um The reason why um, the data is maybe incomplete is because you don't have enough mandatory data fields in your data capturing system But if you just ask your customer, what's your name, uh, and you don't ask for a proper address Um, how do you want to make sure that he's receiving um the mailing or the password? It's not possible. You have to have a certain um minimum mandatory data data set of data fields in your question, um What's next? I want I want to give you um You guys are really the the first ones to see. Um, I want to give you a sneak preview into our deutsche post address study on the movers sector in in germany um, so As I said, um 10 percent In germany are moving every year, uh, which means a big impact on on on addresses And but this is not the end From these 10 percent 8 percent are even moving twice or even more often for a year So it's not only me moving to one place within a year But I'm moving to one place and to another place and maybe to another place within one year So this shows that you have to be very up to date timeliness is the must-have accuracy is the must-have um and understanding this um These these numbers show how fragile The sector of data quality and address quality um can be Um, but it's not only about quality data or changes in rate data and timeliness. Why is time so so important? um, it's also um Information about data and being timely can also be a huge strategic advantage um, this statistic shows um that um Movers are willing to change their suppliers. So when I'm moving from one house to another Um, I'm willing to change my energy provider. I mean 64 percent of all movers are changing the energy supply um 41 percent are changing the um telephone supplier when they're just This means me as a business partner of a potential mover I have to be aware that as soon as my business partner is moving Um, there's a risk of losing the business relation with him. So I have to take action I have to understand that changing in my data is um And also is just a chance for me to avoid customer churn. This is a big um Big issue. So updated data can help you prevent customer churn. Just be aware of the situation that change in data Can have a big impact What I also find very interesting is um these these statistics. Um, it shows that Many people forget I mean, they're not just changing the suppliers But they just simply forget to tell their current supplier about moving So if you see this statistics, for example, the banks on top, it says that 71 percent of all german movers Actually tell the bank about this new situation. They inform the bank Listen, I am moving from a to b But this also means that 29 percent don't tell the bank about moving to a new address This is crazy. And this is the top industry in germany I mean take it to other industries at take it to energy suppliers, for example 48 percent only tell The energy supply about the new situation, which means that 52 percent don't tell or let's take mail order company I think mail order companies are crazy 20 only 25 percent of the mail order companies Um will be informed about their customer moving. That means 75 percent. They lose 75 percent of their customers Because the customers don't tell them Or what's also bad is the fundraising organizations. Look at this five percent on the bottom It's five percent only five percent of them was really informed the fundraising company about this About this fact So fundraisers, they run the risk of losing 95 percent of the customer just because this customer is to another place This is really a really really big risk. Um So you have to understand that data quality is never a given thing It requires constant work. You cannot expect your customer to tell you that She's not this is not This is not possible Now I want to talk with you about how wrong data can influence The end client What's just happening when data is Just not correct or just giving our end clients A hard time On this left side, you see I mean you see numbers which underline the fact that the customer is obviously still king You see they are 78 percent of all consumers. They expect the retailer to solve the problem of a failed delivery I mean even if it's just a mistake Within the address and we just learned before that mail order companies They lose 75 percent of all moves. So if I don't tell my my mail order company about being moved as still 78 percent of all My customers expect me to solve the problem of this failed delivery and What's really really odd is that even 54 percent of all retailers are willing to compensate They are willing to compensate the delivery cost and bear the additional cost for a re-delivery And also 38 percent of all retailers offer a discount and And and want to compensate for this failed or belated delivery So there's there's a problem in an address and this problem might be might be caused by the customer itself Not informing the retailer or not informing the company about being moved but still They expect the retailer to solve the problem and the retailer is willing to solve the problem. This is really This is really a big a big issue and on the other hand you can see the situation For I mean how is this situation does this situation influence? The dealer or the retailer I mean 66 percent of all retailers They say that the correct address information is a crucial factor for their business and they also say that these I mean the same amount almost says that Having problems with delivery causes significant costs The average cost based on the study from locators a market research from 2020 with a 300 retailers in great britain and germany and other 2000 online shops and they're willing to and they're saying that these problem in address information Causes huge costs like an average 14 euros 87 For each failed delivery But still they're willing to compensate and they're still Willing to treat the customer So and having this understanding this big impact of costs I find it very Irritating to see that one out of 20 deliveries Don't reach the destination right from the beginning. So it's a huge impact Regarding costs additional costs and in the end profitability Speaking about costs I just want to summarize some of the numbers want to go into deep dive Let's talk about the average costs for undeliverable letter or mailing or invoice We we have a rough calculation which says The average cost of an undeliverable letter I mean just in case you want to make sure there's their follow-up processes and you still reach the customers The average costs are between 20 to 25 Euro including a whole returns process plus sending an updated address So there's a huge there's a huge Impact on the cost on the cost side, of course if you're willing to to do research and find the customer and Getting reconnected to the customer That's of course It's of course and I just copied the numbers of the average cost for for a failed parcel delivery again 14 euro 14 euro and 87 cents or 17 dollars and 78 so this is this shows that there are really There's a big need of being productive and being having a great database otherwise get problems with delivery and your customer expect you to solve these problems and which in the end turns out a big position and on the cost side So what I would say is having no data is bad But as you can see from these numbers having data in a bad quality can even be worse because this can really cost a lot of cost a lot of money Some some more figures. I promise this will be I hope this could be almost the last figures that I I want to share with you. I want to talk with you about the The data experience. How does poor data experience influence future business deals? So customers, they don't want to Think about data experience. They want to have a shopping experience and not a data experience. This is very important Regarding shopping experience, we must say that 62 of all online customers have had problems with the delivery During the last 12 months So they are really not obviously not happy with the buying experience and that time And from these customers, we have to see that 42 They would rather cancel an order when they experience difficulties during data capturing It's not comfortable entering my my data and if it's if my address doesn't fit into the Into the lines of the format I'm really I'm really willing to cancel my order rather than continuing and going through this whole process And even 33 say If I experience these kind of difficulties during data capturing I'm willing to purchase This product with a competitor. I'm not willing to go through this bad data experience Data is nothing our customers The end client wants to think about they want to have a smooth Customer journey and that's it So these are the thoughts of of our end clients on on customer data So what's what's important to understand is it's not I mean having Data capturing or data experience is not a single shot for only one country Um companies operating globally. They have to understand that there are so many different Layers of data and layers Especially from when it comes to addresses you have to see that there are 240 countries and regions There are more than 100 different address formats and thousands of languages dialects Characters or 40 personal name formats. So it's huge. Um, so Our understanding that our customers expect The smooth data experience You have to you have to combine this expectation With a big task of all these different formats countries languages and so on so collecting personal data Is the first impression that your customer would get from you and this giving a good impression to be honest It's not really it's not easy Um Now we've talked too much about risks. I want to give you some Some examples of uh chances So why is offline data? Also relevant online companies because people tend to ask so why should the postal address be relevant for online shops If I order with an online shop Um, I make sure that the address is correct. Yes, that's that's right, but here's some here's some some figures um If you understand that with print mailings an online shop achieves achieves the eight percent higher shopping basket that means A consumer who responds to a print mailing from an online shop Um is willing to spend an average eight percent more On this order than he did on the previous order. So this is a big big um a big big impact That's that's that shows that print mailings They don't only reactivate Our customers they also cause much higher profitability And um, they they also provide a much larger shopping basket Also, um, you could just use a print mailing Um before activating your online shop Um campaign We see that there's a four point nine percent as an average conversion rate So print mailings for existing customers Um of online shops. They have a higher conversion rate of four point nine percent It's just like a big big trigger and they make sure that the core version rate rises in average to four point nine Being this um or combining these information What we learned on a on a study from a cmc dial up cost from 2020 um, there are The return on advertising spend is about nine hundred ninety This is due to the fact that um, I mean despite Having um higher production costs for print mailing, of course print mailings um are really profitable in combination With online shop activities Thanks to the higher um Shopping basket and also thanks to the higher um conversion rate So every euro you invest into a print mailing and combine this with an online shopping event Every euro invested returns nine euro ninety. This is the result of a cmc dial up cost study, which I find Really crazy crazy to know and this shows that um offline offline information Is um, it's a big big chance big trigger, but it has to be it has to be correct Cannot achieve these um these numbers incorrect addresses so Summarizing this up. I I always say we we have to make sure that our clients understand the importance Of up to date and accurate data. This is this is the must but if you want me to summarize this is this the must I mean this is not my my summary yet, but um, I must say this is very important. We have to put this in mind um Data quality in total is one of the crucial factors of success for a company. Um, let me just summarize Top five reasons. There are many many reasons why Taking care of your customer data quality is important, but let me summarize five top five reasons for me Number one, um, you want to make sure that you stay in touch with the loyal customers and you cure a business relation Um, remember the figures that that we just talked about how many people are moving And how many people are just sharing this information with the company? It's easy to lose the contract So you have to make sure that you stay in touch with your loyal customer in order to stay Also, you have to be able to provide and deliver services document goods, um, this is everything. I mean if you just don't know um What to do? I mean if you just don't know where to deliver um, the reason probably is because your Your data is incomplete or is um, not up to date or it's just simply incorrect. Um, so you have to be able to To make sure that you're able to um, provide and deliver everything you want to offer um What comes with the poor data are high return Costs for returns processing have to avoid Returns processing in general. Um, and this comes with um returns processing costs I have just brought some some cases later, which just indicate The importance of or the impact of Of these returns processing cost Um, of course, it's important to have an up-to-date Customer data quality because the law the gpr the k yc requirements. They require a high accuracy you have to be compliant To the law. Otherwise you get into a real trouble or your business is not worth surviving I I promise um And just in general just Try to prevent unnecessary mailings wrong phone calls or bounced emails. This all comes With additional costs. I mean sending out an unnecessary mailing To a deceased person or to a family of a person. This is even worse This will cost money and will Will destroy your reputation It's really the worst thing And you don't want to experience this reaction customer reaction is can be can be horrible um What I just wanted to show you is um It's um this chart because um this for me. This is the the customer life cycle and it shows. Um, It shows the importance and it shows the touch points. Um Of data quality throughout your customer life First of all, you have to make sure that um, your customer data is not a one-time shot. It's not on it's not A problem solved during um acquisition Then you have it and it's done and then you can survive. It's not that's not the case It's a must throughout the whole customer life cycle So let's start on the left. It's the acquisition phase. Um, when you're just getting into contact with the customer Um, and you're starting to collect information make sure this is the easy experience for your customer And that you have the tools that support your um, um, your data quality So maybe just use real-time validation tools. Um, everything that that that goes with Uh with automated filling with auto suggest forms. Uh, this can um everything can make your business the first start Acquisition very easy. Then I'm talking the next step. I'm always explaining this as the Um as the part where you want to evolve the customer relationship. You're just making business It's your day-to-day business But still as you as you just learned, um as many people are learning and not everyone's Many people are moving and not everyone is Um is willing to inform you about this step. Um, you have to be regularly Active so do a data cleansing do it on an international basis on a national basis But what you have to do is like postal validation I'm as I said that that change in the street name, which might be a bit of a problem for future delivery Also duplicate checks. Um, you have to check for movers. You have to check for disease. You have to check for for undeliverable Check the phone numbers before you just start A phone acquisition phase Everything check the email address check the date of birth everything has to be checked regularly while you evolve the customer relationship You have to grow with your with your customers Um and the last phase if just trying I mean if you're just losing to attending to lose your customer and the The customer lifecycle seems to seem to the end Companies always try to reactivate the customers. So they're starting a campaign Trying to update and there we have to try to update your campaign I mean using the same tools as during the pollution phase So this is this is kind of a short overview when i'm talking about data cleansing or regular address checks What's maybe What's maybe quite important is to understand that I mean if you just put the letter In the center you have to understand that You have to do address cleansing before you send a letter So before you send a letter check is my address still correct? Okay, there's there is a new address. I have a new address for this letter So I send the letter to the correct address and not the wrong address So do it before and um then as a forwarding company I mean you postal guys you have the information you have the real time information Use real time information if you just see if your postman just sees oh This person moved from this house to that house Maybe the supply of trust and he can deliver within Real time in a real time period and but I mean we also have to be honest and and and commit that Even if you're just doing all this cleansing or updating beforehand, you will never reach 100 so there will always come some post returns And you have to make sure that you handle these postal returns. There are also new processes I mean in germany you have the chance to go to the official authorities and ask for addresses there It's really expensive and that's why the 20 you came from the previous But um, this is something you have to do after this so If you see the process of address cleansing or address updating it's before during and after sending a letter Henning we are only 10 minutes before our end and we would like to ask some questions Yes Tell you about time. I see that you're very very happy about data quality and you're very engaged about it. I'm addicted No, but I mean, of course, yes questions if you have if you have questions, um more than welcome I think it would be great if you tell us this last case the retailer case because it's I know that and then we could go into some of the questions maybe Exactly. So I brought the retailer case. I'm unfortunately, I'm not allowed to give the name. This is from my nda But um, this retailer case what happens it's a it's a customer It's an international customer who wants to do custom wants to do a mailing So he wants to do mailing within seven countries And he only wants to use one processor because he doesn't want to do with deal with all the countries And he wants to do five five time cleansing per year So on the left you see the the the big CRM database from the customer and he's extracting the data for the relevant countries So it was canada germany, uh, switzerland, belgium france, netherlands He sent us all the data We went with this data. We did the cleansing either By ourselves or we used our strong partners in the In these countries we did the cleansing and then what we did afterwards was there We did another re Validation check the data doesn't make sense what we just received from our partners because we want to really Deliver premium quality and then we did a remapping Because our partners they they sent us data in their country format, but That's not the format that our customer used So we have to do remapping and translate this information into the CRM database again For our customer. So in order to give them the final results and to make sure we have a mailing file That's madeable and reaches the seven countries and reaches all the customers that our client wants to There's a big it's a big topic and it's so so efficient for for this client Thanks a lot hanning for that presentation and I think We got you already answered so for example the question from benedict are there differences between countries in the way to manage data I think that one was before your shot It's 240 countries and regions and they all have different names and formats and all that It's crazy out there. I think this this picture you are just showing is making this very clear How how hard it is to do that in international campaign? Yes, one of the questions we got and i'm switching over to us now is Whether you can get secure databases Incorporation with banks or ministries or the state and you said that in Germany, for example, there is something like that Well, there's a state database of addresses Um, how is it in other countries? What is your experience about that? um, so if you just for example, um take um Our main our main source is the nc or a source the movers source that we get From the moving person. So so he's signing. He's giving us The information that he's moving from a to b and he's signing this And also we have in germany these official authority Offices where we can just go and and ask for a new address To be honest, this is not I mean in in europe they are Some they are most of the countries in europe. They are also very well organized if you go to eastern european countries We also find it difficult to get a really a proper and 100 field database And it's it's completely different. I figured out that this This idea of having an official Of authority office and asking there for information Is not very common. You can find this austrian in austria, for example in switzerland as well But this is not I mean, this is the highest quality But you don't have but you don't have this High quality So if you're looking for other countries, then one of the question is from oliviers Who whom do you work with so if there's no state database? Are you both working with other post operators or? Yes, exactly. We're we're dealing with that our our partners are the are the strongest partners in Are the strongest companies or forwarding companies in these in the states? It's for example, it's biz note It's a dm It's a royal mail And so on and so on so we're just we're screening all the markets We're just trying we're checking the quality of all the available Data from all the suppliers in each and every country and then we pick the strongest Sometimes we pick two and then we say okay. Let's have a contract We are your reseller for your database and of course we get a nice discount because we're collecting a lot of information But this is this is the way it works. Um, we're not collecting data ourselves. Um, we're working with strong partners in this country And if you're looking into the process, there's a question about how is it done? Are there any tools for dpa validation for remapping and all the things you told us about? Um, is it something where you can get on a market and buy the tool or Did you develop your own tools or what are you doing there? um Both there's um some kind of customers, but to be honest, these are really big players. They develop their own tools um small and medium enterprises they um They try to buy software that's available on the market. We have our own software Our one of our companies is the arbus company. It's a software Company and they specialize on on this kind of software, but there are other players like unisurf is there for example um The market is there's a wide wide range. Um, um of Of all these also locate. Um, there's so many um suppliers of Uh of software you just have to um check um, what you want. I mean, um, do you also is it? Um, is it? Is it reliable or is it? Is it possible to use this software on an international base? What we also figured out some softwares are just also only just um, um Built for for one national solution and if you just have a different format, um, you can't use the the software for this for this purpose Then we have a totally other question about the do you get help from the delivery? Postal delivery So if a postman or woman goes to a house and sees that somebody's moved If they feedback to you do use the stator That's great. Yeah, that's this is a very good question. Of course. This is um, this is a question. Um We we call it um our real time information. Um Sometimes we what we also do is like a quality check, you know, um, if we for example, um um Do address research Um, and we go to an official, um authority and we just receive the information. Okay Mr. Mr. X he moved from a to b and um, so before we sell this information to our client We do a quality check because even if it's an official authority the quality is not always 100 So what we do we give this information to our um to our mother company to our dutch post And we say please double check and then there's a forwarding person Uh, and he's he's taking this letter this address and he's checking. Is this is really Now moved it didn't really move to this address and only if he says I confirm Then we sell the information to our client. We want to make sure it's a 100 quality. Otherwise um You I mean you can get data. Um wherever you look, um, but you want to make sure that you deliver premium quality And this is this is how we do it. We work with uh with these delivering forwarding and premium quality brings to another question, um About the structure and you said in the beginning that you are a very profitable company and That you are a subsidiary of dutch a post. So what would you recommend other? Postal operators in the world if they want to develop A service like euro the business line even like yours Would you recommend to to do that in their in their company or to build up a subsidiary like you did You're already a partnership with another company. Why that so what about the business part of the of you? Yeah, so what what I recommend. I mean you you have the I mean you have the Information you are doing the the supply you're doing the delivery. So you you can start collecting Um information every day every day starting to collect don't don't try to think globally On the first step if you just want to start building but become The biggest player on your your country your market Try to collect as much data as possible and then do a check Start small Don't try I mean really start small just start with address. Um, it's the format correct Is this is the spelling correct? Is the Um, it is the name has the name changed from I said more that street to beat open So these are of course first small steps. Um, but this is how you start growing and and then try to do Um, try to do more um more and more That's that's my recommendation. I always see like companies. They want to do everything and they want to just they want to sell a real-time validation tool Without having knowledge about Data, this is crazy written And do you think it's better to do that in a subsidiary? Or would you recommend to do that as past of the app as part of the main postal operator? As you are in a subsidiary. I think you you get at least some of the advantages maybe um Yes, I mean but this is a this is a Different story where we are subsidiary. It's like I mean you can also do it as as part of your main company It's not a problem. I mean it's like um, it's not a special business Of course, it's a certain unit, but you don't have to create a subsidiary. It's a different unit just dealing with addresses dealing dealing with Customer data and information the reason why we are a subsidiary is um, I mean In 1994, um One of the CEOs of Bertelsmann. Um, so the 49 percent shareholder He had this idea He's he asked himself. So why don't we sell movers information? Why can't we sell movers information? We are selling books We are sending books wherever um, and they are all returning. Why can't we just update our database and sell this information? So he had the idea of the business and he said I have sales team here So he went to the to dodger post and he asked what you guys think about about my idea Let's make a deal and He had the idea of the business and the information the data formation is is of course within the dodger post We have two last questions. One was about the collecting of the right data for the right purpose So how do you decide? Or how you can check your data that that you know, which data to collect as a as a data cleaning operation How do you decide on that? I mean, it's it's it's quite simple also there. Um Figure out what you want if you want to have if you want to Focus on a let's say email campaigns. Um, if you want to make sure you're starting email campaigns Asking for an email address Has to be mandatory in your the data capturing process And um, otherwise it it doesn't work. So Make sure what you want and then Try to to collect. Um, but also have it. Um, have a check Have the data check every time you to get the data in For email, for example, don't have I mean don't create a mickey mouse email address. It doesn't make sense You want to make you want to send a? Really? Nicely created email campaign to a mickey mouse address Is probably Not the best way to create conversion rate last question. We have a bunch of questions around the privacy um I think I think some of your your data are probably not privacy related because they are not personal related If we have a street name, it's not personal data if we have a postcode It's not personal data But other data probably is personal data like I am moving from a to b I would say that is personal data. So how are you going around that? um, whether this is um, gdpr Or other legal legal things So absolutely absolutely correct. And this is all a personal data an email address is personal data Moving to a new place is a personal data. The reason the question is why are we allowed to use this personal data? And the answer is On the one hand, we get this information directly from the moving Person because this mover and he said Dear deutsche post, um, please make sure that I receive all my letters To my new address and here's my new address And by the way, you are allowed to use my data and give it to business partners If you want and sell my data so and he signs this contract And this is about like in germany as I said like eight million people are moving Five million people are just giving us that the information willingly signing So they are okay with us. The other information that we received is um information that we collect from, um, official authorities Um, but the official authorities they ask for a reason. So you have to have a reason and one reason is for example um, this person, um owes me money um I just have an open invoice and I'm a debt collector and this reason is like Is is enough to for this official authority to hand over the um the data Also, I mean, it's quite easy if you just look if you just google or just go to the phone book or just go to other official Accessible sites. So many people are Officially sharing the information and if they're officially sharing, um, it's not worth protecting and then it's it's okay to collect Thanks a lot, Henning. I think we answered all the questions during the coming And I think you saw that your topic is really interesting for for our audience So thanks a lot for sharing your thoughts and sharing your presentation and um, I was very happy to have you here And thanks to you. Thank you. Thanks to you and for all of you. We have a next Innovation talk and that is not very far away now Um on the let me see I don't that I don't say it wrong on the 16th of february We have the next innovation talk. Of course, you will all get invitations as again and our next Speaker will speak about the possibilities of collecting data from the internet official data about companies And to use this as a b2b Marketing tool and how to how to use that so it's a very interesting Very artificial intelligence and big data topic, which is very interesting So I hope to see all of you again on the 16th of february Again, nine o'clock and six p.m. And I hope you have a good day and see you later. Bye. Bye. Thanks, Henning Thank you very much. Bye. Bye everybody. Bye. Bye