Case Study: Ted Baker

When global fashion brand Ted Baker came to Tangent, their data had been collected in anything from Excel spreadsheets to handwritten notebooks. Combining, de-duping and cleansing the data was step one, step two was to turn it into a moneymaking resource.

With stores in Britain, Europe and the US, and plans to expand significantly, Ted Baker’s brand is one that consumers enjoy being part of, which is why so many opt-in for Ted Baker’s mailing lists. With high volumes and diverse provenance, the data needed to be cleansed before it was useful.

Rather than apply the brute force of a total cleanse against gone-away and deceased lists, Tangent started by analysing the data. Using Taobase, we first defined the most important audience segments, before suggesting a strategy to cleanse in structured phases.

Avoiding large and unnecessary one-off outlays was just one benefit of the more considered approach; the other was not having to spend money at all. By working on segments of the data, we were able to assess quality and recommend cleanses that were, in many cases, less than the cost of mailing dead addresses, meaning much of the data cleaning didn’t even appear on client balance sheets.

Ted Baker now has a thriving and rapidly growing database of customers that can be applied rapidly and fully accountably across any medium.