Landmark Group Case Study
Brand Development | Strategy | Digital | New Websites | Data Management
Landmark Plc as it was in 2017 was taken over by a commercial property competitor who have since changed their name to the Landmark brand. I supported at a time of change for the business. This case study will concentrate on the data management aspect which helped prepare the business for GDPR changes.
The data management project was created because the business had accumulated over 80,000 data records over a twenty year period. Unfortunately the volume of data had been allowed to deteriorate and had been largely unmanaged for many years.
A team was created to "cleanse" each data entry. The entire database was split in to several date category's to allow how old the data was and create a starting point for the project. The newest data was cleansed first.
WHAT WAS ACHIEVED
A new team of two data executives were trained on GDPR legislation and a strategy was created to manage the entire database. The team used LinkedIn and several data checking platforms. This allowed each data entry to be verified and missing contact information gathered so that each entry could be contacted successfully to allow them to "opt-in" under GDPR.
The board had decided against using a data cleansing service or data house who could quickly "cleanse" the entire 80,000 records under a Non-Disclosure Agreement. They were concerned about security. So the slower manual process was adopted and the final result was a useable database of around 45,000 records that could be contacted to opt-in and ensure it was GDPR complaint.
Please get in touch to find out more about the process and data management processes.
"Stephen joined the team at Landmark plc to provide strategic direction and develop a marketing communications plan. Stephen took responsibility for the data project to help sort and cleanse the database and created a plan to redevelop the Landmark Technologies website and strategy. He has extensive marketing knowledge I would highly recommend Stephen to any business looking to develop their marketing strategy and sales leads."
Alan Todd - Director at Landmark Plc
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