1. A one stop solution for building customers relationships
UniFida
A one stop solution for building customers relationships

2. What is UniFida?
A single source for customer loyalty
UniFida is a single customer view, reporting platform, and CRM tool like no other
The single customer view is the backbone of the system; it takes in data from almost any source, including web browsing, and matches it to produce a real time customer record
This means that you can add your web visits to your campaign reporting, or apply a customer segmentation from pages viewed
UniFida provides a user friendly front end, with a mix of pre-defined and user built real-time reports
UniFida can also provide clean data exports for analysis and selections
UniFida is cloud based, so it avoids lengthy IT integration projects

3. Existing customer systems
Picture the gap
We have built UniFida as solution that takes in live (or batch) data feeds from many on-line and off-line data sources, merges them to build a ‘digital passport’ for each customer, and provides an environment for understanding customers’ behaviour and managing customer relationships
Existing customer systems
Transactions
Websites
CRM databases
Sales contact data
Existing communications systems
Campaign management
blasts
Mobile content management
Digital publishing
UniFida
As UniFida is cloud hosted, there is a low impact on IT to implement, and we can get going as quickly as you can provide us the data

4. How does the whole UniFida solution look?
Web-site
Files are pushed to an SFTP site
Raw data is accessed via an API, but there is a front end for users
CRM
Single Customer View
E-commerce
Social Media
Dashboards
ADM
for analysts
Campaign
reporting
Contact
optimisation
Communications
systems
feeds

5. Where this could take you?
Having a full view of customer engagement, with your website traffic combined with all other channels
Full tracking from sources such as PPC through to sale
Using historic cross channel data to score leads, in online channels such as Facebook, to target prospects and reduce costs
Having insight and development resource available on request to meet any bespoke needs

6. A walk through the software – starting with log-in and user permissions

7. Users can set up their own data sources
You can base the field mapping on an example file
Map each data sources fields to a standard definition
Test the ETL

8. Users can view their data sources
Any issues are clearly raised
We maintain the last load date, and last record date for each data source.
Each row represents a data source

9. Threading the data together
Our advanced matching routines will merge addresses, IP addresses, mobile numbers, account numbers, or postal addresses (using match-keys)
Name and address data will be cleansed, before entering the system
To ensure the quality of customer identification we create our own internal PURN (permanent unique reference number) or ‘digital passport’ which would for instance join:
Multiple accounts with the same address/URN
Multiple addresses with the same account
Examples of duplicated accounts and addresses, that often need to be merged
Account Ref
Address
records 3
A16692 9
ABR0229 4
ABR0230 5 W 35
Account Ref
Address
records
AAII011 1 58
Multiple identities have been known to cause up to 20% duplication within our clients’ databases

10. Creating the query for your charts
There is a logical flow to build a chart, for technical and non technical users

11. Setting the parameters for your chart
Multiple charting options enable your charts to keep a fresh look

12. Viewing your bespoke reports
Any existing or complex reports can be built - bespoke to your needs

13. Building your own dashboard
This is a list of you charts
Order your charts – however you like
This is a list of your teams shared charts
Choose which of your charts you would like to see and share with other members of your team

14. Viewing your dashboard
The dashboard can be refreshed to show the real time date feeds

15. The ADM
An Analytical Data Mart (ADM) is a repository of cleansed data for analysis and obtaining counts and profiles
It is usually one table that summarises information from a set of other tables, for instance:
Joining customer, transactional, and browsing data together at a customer level
Building derived variables such as RFM, customer segment, response propensities, favourite product category, channel preference
We keep a list of keys that could connect to the underlying data; this way if an additional/bespoke field is required it can easily be added at a later date
Planners can work off a consistent and reliable data source, and use this to provide bespoke reports quickly

16. Links to your communication systems
UniFida does not replace your campaign management or systems
Using APIs your communications systems can draw the data they need from the ADM
This data is continuously updated, provided from an SCV, and is normalised
UniFida can support multi-channel marketing, real time personalisation, and lead scoring
Contact history and source coded campaign responses are fed back in to the ADM
UniFida
Comms system

17. Contact optimisation – an option
Our contact optimisation module, CAT, is also available on-line as part of the UniFida configuration
CAT is partly used for campaign planning, and partly for operational selections
CAT builds individual level customer journeys from data drawn from the ADM
It can output optimised individual contact recommendations to your campaign management systems
CAT will add value when you have many alternative propositions for customers, and you have to resolve who gets sent what when and how.

18. Campaign reporting UniFida will take your:
Contact history feeds, with a mailing data and/or campaign code
Transactional feeds, with a purchase date
Summarised browsing history
Clients are enabled to set up their own response attribution rules
Reports will be provided in dashboard style
Select the mailing data criteria and response window, to produce the report split by campaign code

19. Key benefits from the affordable UniFida service
Resolves the single customer view problem – can often reduce customer duplicates by 10-20% with equivalent savings for CRM
Satisfies the information and data needs of a number of business functions including;
Managers requiring MI
Analysts wanting stable normalised customer data
Campaign planners requiring counts and trialling selections
Campaign results analysts needing reliable attribution
Sits within your existing systems ecosystem – no current systems redundancy
Is cloud based and delivered via the internet
Is swift to set-up as most of the ADM fields are preconfigured , and APIs developed

20. The UniFida road map Example time line
SCV & Insight
Connectivity
Action
Example time line
Complete
2016 Q1/Q2
2016 Q2/Q3
Deliverables
SCV accepting live feeds
PURN generation
Chart builder & dashboards
Bespoke reporting
Cross channel selections & ADM
Subject access request
Campaign response attribution and reporting
Multiple table cell selections
Custom ETL for any data source
Outbound API
Manual data entry
Outbound contact optimisation
Automated customer scoring
Cross channel trigger campaigns
Purning configuration
Campaign planning
Our development priorities are customer led – hence are subject to change

21. Contact us Julian Berry T: 07785 237036 E: julian@berry-thompson.com
Howard Thompson T: E:
Address
Landline
46-48 Webber Street
London
SE1 8QW