Operational Marketing Manager
Clean data – clearer picture of the business
Açoreana Seguros uses SAS to resolve data-quality issues
Gaining a strong foothold in new market segments - in an industry as competitive as insurance - requires customer data that is always accurate and up-to-date. For Açoreana Seguros, that means being able to control and automatically define data insertion rules and respective storage permissions.
With SAS, Açoreana Seguros gained a set of data-quality rules – adapted in the Portuguese language – for concepts like entities, products and addresses. Açoreana Seguros – part of the Banif financial group – gained integrated views of its business and customer databases for better decision support resulting in greater productivity and lower operational costs.
We achieved our goal of having customer data that is more accurate, complete and reliable with a tool that is easier to use.
Aiming to grow business while expanding globally, Açoreana Seguros needed to resolve discrepancies and other issues in the quality of data on its customers, suppliers, and other entities. With approximately 780 employees, a network of 51 agencies and 4,500 insurance brokers who trade and issue its products on a daily basis, Açoreana Seguros needed to fix data problems in order to increase its value to clients.
SAS helped Açoreana Seguros clean, correct, standardize and integrate its data for consistent, reliable customer information.
Realistic customer views
"One of the issues we needed to address immediately was our ability to find inconsistencies in the quality of stored data and identify duplicate information within entity lists," says Manuel Leiria, Operational Marketing Manager. With the profiling component and quality module in the SAS solution, "we achieved our goal of having customer data that is more accurate, complete and reliable with a tool that is easier to use," Leiria says.
With SAS, Açoreana Seguros gained a set of data-quality rules – adapted in the Portuguese language – for concepts like entities, products and addresses. With the profiling component, "we found and corrected problems in our stored data, such as inconsistencies in how we were assigning values within data fields for each customer," Leiria says.
The quality module allows Açoreana Seguros to find and remove duplicate entries automatically. “As a result, the organization started to have a more integrated – and, consequently, a more realistic – view of the database where we store information on our customers and other entities involved in our business,” Leiria says.
Besides getting a clearer picture of its business, Açoreana Seguros gains competitive advantage as it accelerates the fulfilment of business goals across departments.
For example, its marketing department's cross-sell and up-sell efforts are smarter and more efficient. With decision support that is more reliable and more accurate, Açoreana Seguros can allocate precious marketing budget and resources according to each customer's real value to the business.
“With quality data, our internal productivity while obtaining and managing available information, both in terms of data volume and information integrity, has increased and exceeded all expectation,” concludes Leiria.
Resolve data-quality issues to improve customer support and marketing results
- Clean, accurate and updated database.
- Immediate intervention within sources of poor data quality.
- Internal autonomy to execute data-quality processes.
- Increased productivity due to available, accurate and integrated information.