Data Quality Success Story

Wamiz

Wamiz, a media outlet dedicated to pets, qualifies its audience’s contact data with DQE as soon as it is entered, supporting its relational campaigns.

Wamiz is the leading French website dedicated to pets, with a yearly audience of over 25 million unique visitors. Wamiz provides advice and support to people who are interested in pets, dogs and cats, whether they are just starting out or they are long-time enthusiasts.

Investing in DQE brings us peace of mind, and gives us confidence in our customer data. We know that we’re collecting reliable data, which then flows into our CRM and enables us to carry out our relational campaigns without worrying about data quality.

Sébastien Courtin

CEO - Wamiz

Use case

Issues

Wamiz offers dog and cat lovers a full range of content. The site includes news from the animal world, advice from experts such as veterinarians, educators, breeders and behaviorists, community forums, and competitions. As well, via its Conso Animo site, Wamiz offers users the opportunity to receive product samples for testing.

By registering with Wamiz, web users receive exclusive, personalized content by email, based on their pet’s age and profile. Personalized communications are an essential tool for building loyalty, which is why account creation is an important step in acquiring the data necessary for selecting the best content for the user. This is also when contact data is collected for Conso Animo – the email address, and the postal address to which product samples can be sent.

Sébastien Courtin, CEO of Wamiz, explained: “We need to avoid incorrect or falsified email entries that lead to hard bounces of our communications. The quality of our email addresses is also reflected in our lead acquisition costs in pay-per-click campaigns, via content such as white papers. In fact, the higher the proportion of undeliverable emails, the higher our acquisition cost.” Wamiz found that, on average, between 10 and 15% of email addresses were actually invalid. To get around this problem, in 2020 the company opted for real-time qualification of entries at the point of collection.

Solutions

As part of a benchmark of solutions on the market, Wamiz reviewed DQE’s offer. Beyond already having an excellent reputation via word-of-mouth, the software vendor also stands out for knowing how to ensure email and postal address quality across Europe for Wamiz’s various markets through use of quality repositories. Additionally, the DQE One solution deploys smoothly and easily, with no additional development necessary, especially in terms of integration with the database construction tool used by Wamiz.

Currently, Wamiz uses the solution for real-time qualification of email and postal address data, integrated into the registration form that web users fill in online.

Results

Data is qualified as soon as it is entered, data you can rely on

“Investing in DQE brings us peace of mind, and gives us confidence in our customer data,” explained Sébastien Courtin. “We know that the data we’re collecting is reliable, which then flows into our CRM and enables us to carry out our relational campaigns without worrying about data quality.“

Another one of DQE’s strong points is the responsiveness of its teams, and service that is perfectly tailored to Wamiz’s needs. “DQE anticipates the service use thresholds very well, which prevents any overruns. We’re delighted with its transparent, high-quality support, which helps us to build a long-term relationship,” added Sébastien Courtin.

Decreased number of hard bounces and lowered cost per click

Previously, Wamiz checked the deliverability of email addresses after data collection. An initial contact email was used as a test to identify hard bounces. From now on, this step is no longer necessary, since the DQE solution automatically verifies all emails entered by web users as correct and deliverable.

Wamiz is now assured that its personalized communications will reach all of its members. This also benefits the cost of acquisition, as Sébastien Courtin explained: “DQE eliminates the 10 to 15% of erroneous or falsified emails we used to see. Mechanically, our pay-per-click campaigns have better deliverability, and our lead acquisition costs are reduced“.

Standardized postal addresses across Europe

On Conso Animo, when postal addresses are entered, their reliability is assured from the moment they are collected, for all of Wamiz’s European markets. Real-time verification helps feed the database with accurate, country-standardized postal address data, without requiring a subsequent verification step. By doing this, Wamiz avoids the tedious task of checking data, which previously involved potentially up to 10% of the addresses collected.

Furthermore, “DQE makes postal addresses reliable that were previously impossible to process manually, for example in Italy, where the zip code format was a recurring problem,” explained Sébastien Courtin. “Today, we can fulfill requests for product samples with reliable shipments throughout Europe.”