Accurate Collection of Customer Records for Marketing of Periodicals

Data Collection - Case Study

The Company: Real Estate Data Research & Information Service Provider Dealing With Printed and Online Subscription

Industry: Real Estate

Company Headquarters: UK

Accurate Collection of Customer Records for Marketing of Periodicals

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The Objective:

The client a publisher of digital and print periodicals in the real estate industry was looking to increase the circulation of its monthly, weekly and daily publications. The client shared property intelligence with its subscribers through periodicals. In order to increase its circulation, the client needed to assess current subscribers and identify and target potential customers.

The client therefore partnered with HabileData to capture data related to contact details, geography and other demographics from various real estate documents and online sources. The consolidated data needed to be categorised, cleansed and presented in a structured manner to derive valuable insights.

The Challenges:
  • Skilled resources with high-end web research and data capture skills to capture data from multiple sources with high level of accuracy.
  • Domain knowledge to comprehend real estate complex terminologies.
  • Addressing huge volumes of diverse data from multiple property documents.
  • Extracting data from 10 million real estate documents.
  • Cleansing and structuring data for ready use.
HabileData’s Solution
  • A workflow was planned where data was collected, cleansed and structured in the format required by the client.
  • To manage the huge volumes data aggregation a team of 500+ data entry professionals was set up who worked across three shifts.
  • The 24/7 operations gave time zone benefits and the team could absorb spikes/drops in volume up to 30%.
  • Three separate geographical locations ensured business continuity.
  • The data was aggregated from real estate documents such as Deeds, Mortgages, Assignments, Releases, Credit Documents, Public notices and online resources.
  • The data captured related to multiple fields such as contact details, document type, geography and other demographics.
  • 28,000+ customer records were captured from multiple property documents.
  • Data for six different states/counties was entered directly into the client database through remote access every week.
  • Automation was used to speed up the pace and enhance accuracy; custom bots and spiders were used.
  • Database was cleansed, structured and standardised as per client’s requirement.
  • Duplicates removed and missing data appended.
  • Data was checked by senior QC person against pre-defined checklist.
  • Every single item in the record was verified and validated through rule-based algorithms for complete accuracy.
  • ISO 9001:2008 certified process implemented.
Business Impact
  • Increased circulation
  • High conversions
  • Successful marketing efforts

Value Addition

Accurate capture of customer data helped assess the current subscription base and identify potential customers leading to targeted marketing approach and increased circulation.

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