Quality data optimises telemarketing campaign
Working for Oxford Brookes
Oxford Brookes is a contemporary university and enjoys an international reputation for teaching excellence and innovation. They are renowned for their strong links with business and industry. The university has five campuses with their main campus located in Oxford. In September 2010 Oxford Brookes was named the UK’s best post-1992 university for the tenth year running in The Sunday Times’ University Guide.
A government funded initiative, the university’s objective was to engage with employers in order to identify skills gaps and requirements for staff development, training and accredited qualifications. The over-reaching goal was to engage in relationships with businesses, gauge reaction, awareness and reputation and discover what, if any, barriers needed to be overcome. The university’s requirement was for data of large businesses with 200+ employees, located within a 50-mile radius of Oxford Brookes primary campus in Oxford.
This was not a difficult brief for us, but premium data was imperative as the records were to be used for a long-term telemarketing campaign. We were able to supply 4,000 organisation records and 6,000 named contacts against the given criteria. This information was then supplied to a telesales company for their on-going heavyweight telemarketing campaign.
Previous attempts by the university to engage with businesses had been mainly unsuccessful. The data supplied by us was found to be of exceptional quality, lessening the number of call-backs required and time-wasting seeking the appropriate contact name. Feedback from businesses regarding their requirements has been excellent and opened up additional areas of needs not thought of previously. Going forwards, Oxford Brookes have acquired more records from us including data lists for care homes and the humanitarian sector to ascertain interest in providing training in disaster management and other related areas.
"The method of obtaining quality data from Data HQ for our telemarketers has resulted in generating substantial leads, and the quality of these is extremely good. We have had a 12% conversion rate from the data so far, which we consider to be excellent."