Challenges

• Maximize business value of the sales, billing, subscriber, prospect, and product information held in 40 geographically-dispersed datasets
• Secure publication subscription renewals by linking medical professionals who view online journals to the hospital, National Health Service (NHS) Trust, healthcare provider, research facility, or another institution that pays for their subscription, to demonstrate the value of content
• Provide institutional customers, who comprise the majority of subscription holders, with statistics on the number of times each article is accessed, which topics are of greatest interest, and other metrics that help illustrate the value of content to the medical profession to help secure continued subscriptions from institutional customers
• Optimize information asset management and segmentation of customers and prospects for medical publications, healthcare events, and career services to target prospects effectively and increase sales
• Generate clean, accurate data from internal and third-party sources to target the most profitable markets for each publication, event, and service more effectively and identify new commercial opportunities ahead of competitors
• Reduce back-office administration effort required to cleanse, profile, and manage data
• Improve insight and intelligence around market penetration for each existing publication, event, or service to guide future strategy plans and resource allocation
• Automate extraction, migration, profiling, cleansing, and mapping of millions of discrete records in financial, customer, and sales systems for loading into a new implementation of a third-party CRM solution
• Embed continuous data governance into business processes

Solutions

• Implemented Oracle’s enterprise data quality suite, an integrated set of tools for automating the profiling, cleansing, and matching of data from multiple internal sources, to replace time-consuming, error-prone processes used to manage data quality
• Used Oracle’s flexible data management rules to configure data structuring to the specific needs of the publishing and event management sector using out-of-the-box functionality, without software customization
• Gained data analyst adoption, thanks to Oracle’s intuitive interface and processes
• Used Oracle’s enterprise data quality suite of solutions to profile more than 3 million customer records to determine quality and accuracy and develop corporate integrity standards
• Benefited from powerful profiling and cleansing capabilities to resolve missing name or zip code fields in data records, eliminate erroneous values, remove multiple entries, flag misspelled names and addresses, and identify recurring patterns and formats that impact data quality and accuracy
• Matched, deduped, and merge-purged profiled data and standardized abbreviations and acronyms to ensure that financial, customer, and sales systems are populated by clean, accurate data
• Enforced consistent data quality governance standards for in-house data and applied these standards across all systems and processes
• Saved significant time and effort by eliminating the need for manual cleanup, profiling, and matching performed on data, which increases each year in volume
• Gained the ability to analyze, profile, and match data purchased from external sources, such as lists of newly qualified doctors and recently enrolled medical students, prior to entering it into corporate systems
• Benefited from Oracle’s enterprise data quality suite to remove legacy data deemed unfit for marketing campaigns and to give sales, marketing, and customer service teams clean, segmented lists for e-mail and advertising campaigns
• Improved ability to target individuals for free-trial journal subscriptions, while ensuring they are not existing customers, nor have they previously received a free trial offer
• Replaced a totally manual, resource-intensive, hit-and-miss targeting process with an automated robust solution
• Gained the ability to profile and analyze several million data records in one day, a process that used to take an entire week
• Provided institutional subscribers with detailed insights into how extensively content is used within their organization, which helped maximize subscription renewals
• Started to extract data from financial, CRM, sales, and other key systems for analysis, profiling, and transformation using Oracle’s enterprise data quality suite prior to migration to a third-party CRM solution environment
• Transformed data into a usable format that reduced overhead and accelerated the migration from legacy CRM applications to a third-party CRM solution
• Used Oracle’s enterprise data quality suite to automate data profiling and cleansing and enable ongoing monitoring and reporting against data governance targets

Why Oracle

BMJ Group chose Oracle’s enterprise data quality suite following a rigorous evaluation of Oracle and several leading competing products, including Dataflux, and Trillium. It selected Oracle’s solution for its rich functionality, intuitive interface, support for nonLatin and nonEnglish names and addresses, and ability to enrich in-house information using data from third-party sources.

“Oracle’s enterprise data quality suite offered the most comprehensive profiling, matching, analysis, and transformation functionality of any product on the market from a single, unified platform. It also provided unrivalled flexibility to map capabilities to our specific business needs,” said Hari Thandi, manager, information Services, BMJ Group Ltd.