When one of the North West’s most prestigious motor groups needed to ‘cleanse’ more than 115,000 records it turned to MediaBase Direct (MBD) and the innovative digital agency certainly did the business as it has now done three complete database purges for the Lancashire-based Bowker Motor Group. Bowker’s prestige franchises of BMW, BMW Motorrad, MINI, Harley-Davidson and Maserati, plus car centres in Preston, Blackburn and Ribble Valley meant expectations were extremely high.
So the MBD team knew its RefineMyData programme would have to be meticulous in evaluating, checking and cleansing the database underpinning Bowker’s entire marketing, sales and customer care operations. And it was. Bowker Group Marketing Manager Amy Lancaster said: “We turned to MBD to deal with the entire group’s database – and I am so glad we did.
“MBD was thorough, efficient and successful in dealing with 115,000 records in our large and complex database. “The company is also accredited by many official organisations so we know we will have no problems with reloaded files. “MBD took time to get to know our business, took on board what our needs were and produced a bespoke programme designed to exactly meet our requirements. “I can thoroughly recommend MBD. The team went that extra mile – something other companies would not ordinarily do – and saved us a huge amount of time and effort. “It makes a massive difference to our marketing prospects and prevents wastage by allowing us to send different messages to owners and potential owners. “We can also target the right people and cleansed data also stops us potentially causing distress by contacting people who may have died.”
The longevity of the business naturally meant an ever-increasing number of files for both private customers and business clients which needed managing and rationalising.
MBD has now worked with Bowker three times, with 18-month gaps in between, to tidy up the database and make it work more efficiently for the company. MBD Director Anil Jain said: “We ran all the names and addresses through the Royal Mail Postcode Address File to clean the contact information, checking whether customers had moved on or were possibly deceased. “We then checked all the vehicles against DVLA records, finding out who was no longer the owner/keeper or whether the vehicle had been scrapped or maybe exported. “All the files were passed back electronically to Bowker Group - with queries needing attention separated out – for them to quickly re-upload to their system.”
MBD’s work not only improves marketing prospects for Bowker, but allows the group to demonstrate the best possible customer care as well as being compliant with the latest EU General Data Protection Regulations (GDPR) being introduced in May 2018. MBD, based in London and Segensworth, Hampshire, has been delivering database and digital solutions for more than 21 years. The firm builds, designs and develops mobile and web based products and solutions for a wide range of clients.
RefineMyData is powered by the MediaBase Direct data engine, which has been successfully used to cleanse millions of business and consumer records. It enables clients to: personalise message salutations; correct spellings to reduce the risk of embarrassment; improve addresses by adding missing details; identify people who have moved address; identify bereavements; comply with the MPS register; flag unwanted telesales calls and highlight multiple occurrences of the same record.The GDPR and ePrivacy legislation places more emphasis on keeping databases accurate and compliant.