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.
P/T MARKETING DIRECTOR
Board level support as a Part-time Marketing Director helping provide important direction by creating and driving your marketing strategy and tactical marketing plans and a key support to your in-house and agency marketing teams. Available by the day.
As a Chartered Institute of Marketing (CIM) Mentor and qualified trainer I provide a number of cost effective ways to get the most from your people through on the job support or marketing workshops. I also run brand workshops to create new brands and renew older ones.
As a Strategic Marketing Consultant I help businesses with short or long term projects. Typically projects can involve support to create strategy, tactical plans, propositions, branding, product launches and event planning. I also support businesses with the day-to-day running of a marketing function.
"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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