Crm manager and data governance projetc leader
10-2014 - 12-2016 Chimica / Biologia / Agronomia As CRM manager I was involved in the following tasks:
• coordinate some CRM European projects
• manage customer analytics
• segment management and to manage the profitable clusters
• manage customer relationships together with the sales force
• run internal training on CRM activities and marketing campaigns
• measure customer based actions or other campaigns to build customer value
• check the effectiveness of marketing strategies by reviewing marketing results and takes corrective action to guarantee that the achievement of marketing objectives hit targeted goals and within designated budgets
• reviews and evaluates market research and adjusts marketing strategy to meet changing market and competitive conditions.
Since May 2015, I was appointed as Data Governance project leader running the following activities:
• document current status for data, forms, templates, tools and processes for customer and campaign master data
• optimize JDE/WOE interfaces and cust./camp. master data model
• establish standards, rules, templates, processes and quality benchmarks for customer and campaign master data
• define data maintenance process, forms, templates
• proceed data quality controlling
• provide a Data Governance handbook
• manage roll-out and to provide training
• manage data cleansing and capture with data stewards
• establish a new industrial segmentation, review the automotive segmentation and a new procedure to enter this specific customer data
Goals and principals results achieved
Improved data quality through new procedures to maintain and collect customer data
More redemption of the existing marketing campaign
More reliability and more awareness of the corporate strategy inside the group
The analytics generated more reliable analysis and as a consequence, more profitable marketing campaign
Through a customer data analysis I find out two profitable clusters that I code in the ERP, then I handle with a specific marketing campaign and I gained 400 reactive customers and 800.000€ in 6 months (the average order value was 200€)
Ready to migrate from the Oracle database to Sap ERP