High Value Person CRM: Burda International
Industry: Media and Publishing
Burda Asia, one of Asia's most vibrant and progressive independent media houses, operates in the lifestyle and luxury markets across Hong Kong, India, Malaysia, Singapore, and Thailand. As part of Burda International, a global media company with a portfolio of over 250 magazines, websites, and events in 11 countries, Burda Asia faced the challenge of consolidating efforts to track high net worth individuals (HNWI) for targeted advertising and event invitations. They needed a comprehensive solution to streamline data collection, ensure compliance with data protection regulations, and enhance the efficiency of their advertising business.
Burda Asia publications appeal to luxury advertisers, with a particular focus on events and engaging high net worth individuals within Asia. The need was identified to consolidate various efforts to track these HNWI from various Excel spreadsheets, newsletter databases, and other sources into a single online solution. This would enable:
- Deduplication of records
- Implementation of a common schema to capture more information
- Fast searches across all markets
- Mailing list integration based on various criteria
Burda Asia was missing data on people who matter to their advertising business. The information needed to be collected and sanitised by employees or contractors, including email addresses, ethnicity, job titles, net worth, etc.
Purpose: The data could be used directly for invites to events or incorporated into online ads or site personalisation.
Burda Asia decided to partner with PretaGov, to provide a solution based on its in-house low-code workflow solution called PretaForm. This allowed the customer to evolve the database over time to incorporate additional fields or workflow steps as needed. Utilising PretaForm not only ensured the solution was future-proof but also de-risked the project by reusing code that had already undergone security verification.
The solution included the following additional features:
- Mail Chimp integration
- Mobile entry of data at events
- Tableau integration
Results and Benefits
Outcome 1: Efficient Data Collection and Storage
Burda Asia aimed to implement an online web database that enabled staff to enter information about high-value persons through user-friendly online forms. The database should effectively collect and store data for analysis and reporting purposes.
Outcome 2: Data Sanitisation and Storage Compliance
The collected data, including email addresses, ethnicity, job titles, net worth, and other relevant information, should be sanitised and stored securely. Employees or contractors responsible for data handling should ensure compliance with government-standard data protection laws, such as the EU GDPR (General Data Protection Regulation) and the UK Cabinet Office's Cloud Implementation Security Principles.
Outcome 3: Compliance with Data Protection Regulations
The chosen supplier must guarantee that the data processing and storage methods align with the requirements specified by the EU GDPR and the UK Cabinet Office's Cloud Implementation Security Principles. All necessary measures should be taken to ensure the confidentiality, integrity, and availability of the data.
Burda Asia has successfully addressed its requirements for the collection and analysis of data pertaining to high-value individuals important to their advertising business. By implementing an online web database, the company achieved efficient data collection and storage. The database allowed staff to enter information through user-friendly online forms, enabling seamless data capture for analysis and reporting purposes.
Furthermore, Burda Asia ensured compliance with data protection regulations, including the EU GDPR and the UK Cabinet Office's Cloud Implementation Security Principles. The collected data, encompassing email addresses, ethnicity, job titles, net worth, and other relevant details, was meticulously sanitised and securely stored. Employees and contractors involved in data handling diligently adhered to the prescribed standards, guaranteeing the confidentiality, integrity, and availability of the data.