1. Event: DDMA DQ Dag Thema: Dag van de Datakwaliteit Spreker: Herman Kerstens & Lucie Selleslags - Truvo Datum: 10 december 2009 www.ddma.nl

2. TRUVO Data Quality Award 2009 Herman Kerstens – Lucie Selleslags Amsterdam , 3 November 2009

3. OUR COMPANY

4. Truvo mission is to be the preferred partner in local search and advertising for users and advertisers 3 November 2009 Users’ satisfaction is the cornerstone for our advertisers’ loyalty WHO

5. The Truvo cross-media platform enables users and advertisers to find their local information anytime & anywhere 3 November 2009 Truvo Print Truvo Online Media Search Engine Marketing SEA & SEO In our own platforms & in other search engines Truvo Mobile & talking Yellow Pages WHO

8. Data indispensable for Truvo to have products, services, customers, revenue, employment… Data management = key process of Truvo’s activities 3 November 2009 DATA

9. Input data flow 3 November 2009 DATA

10. DATA QUALITY PROGRAM

11. Data Quality program ongoing since 12 years... 3 November 2009 CONTENT STAGING AREA Enrichment & Management of multimedia information Descriptions – Images – Video – Documents - … 2009 LOCAL DATA QUALITY PROGRAM Database projects to improve quality Enrich businesses – Correct Phone numbers – … 2007 – 2008 RAINBOW Database forum with other countries KPI definitions – Benchmarking – Best practices 2002 – 2006 RAW DATA PROCESSING (RDP) Integration of external databases Data cleansing program 1998 – 2001 CLIENTIS Base data structured & centralised 1997 HISTORY

13. Local Data Quality Program 2007-2008 Decreasing Quality Level 3 November 2009 INITIATIVE

15. Local Data Quality Program 2007-2008 COST/BENEFIT: direct revenue increase from acquisition 3 November 2009 INITIATIVE

16. Local Data Quality Program 2007-2008 3 November 2009 COST/BENEFIT: additional profit after process change for NP Yearly increase standby : 40.000 Random sample of standby’s : 2.500 Missing businesses : 440 New prospects assigned : 284 New customers won : 9 Charge IN : € 16.092 New prospects closed : 147 18 % 65 %  min 70% expected (camp.51/52/72/80 not open) 6 % AVO: € 1.788 18% : 2 = 9% Missing businesses : 440 Addit. businesses found : 3.600 Addit. NP assigned : 2.520 70% New customers won : 126 5 % Additional revenue (yearly) : € 126.000 AVO: € 1.000 SAMPLING RESULTS OPTIMISATION RESULTS EXPECTED INITIATIVE New standby Year 17.758 2008 43.707 2007 42.101 2006 62.927 2005 45.218 2004

17. Local Data Quality Program 2007-2008 Phone numbers to be corrected: 5.000 Paying Advertisers (30%) : 1.500 Sales contact failed (1/3): 500 * €150 * 90% = €60.000 Wrong advert (1/3): 500 * €150 * 90% = €60.000 3 November 2009 INITIATIVE

18. IMPACT ON STRATEGIC GOALS

20. IMPACT ON BUSINESS PROCESSES

22. IMPACT ON ORGANISATION

24. IMPACT ON CUSTOMER

26. Customer Charter Dashboard 3 November 2009 IMPACT

27. IMPACT ON INNOVATIONS

29. Impact on innovations: MySite example 3 November 2009 IMPACT

30. Impact on innovations: MySite example 3 November 2009 IMPACT

31. Impact on innovations: MySite example 3 November 2009 IMPACT

32. Impact on innovations: MySite example 3 November 2009 IMPACT

33. CONCLUSIONS

36. THANK YOU QUESTIONS