Operational overview - Solutions segment

This segment specialises in providing data and analytical support services, as well as inbound customer care and outbound telesales contact centre services.
Blue Label Data Solutions

Blue Label Data Solutions (BLDS) is one of South Africa’s market leaders in consumer data, big data, validation, verification, cleansing of data and lead generation. BLDS is accredited by the Direct Marketing Association of South Africa, of which it is a founding member.

The focus this year has been on accumulating “big data” in-house, recognising that there are benefits to be reaped in organising and channelling it. A sophisticated “big database” is currently being developed in order to aggregate, process, analyse and prioritise vast sets of customer and transactional data, from across all the subsidiaries in the Group and their partners. The project entails normalising and harmonising vast numbers of records into a single usable profile per customer. The output already reveals patterns and trends for improving customer engagement and spend, while enabling cross- and up-selling opportunities to be identified throughout the Group’s subsidiaries.

During the year, databases continued to amplify and now exceed 62 million consumers, from which 2.2 million qualifying leads were generated, while sending 879 million SMSs.

BLDS remains mindful of its obligations in terms of POPI and the Financial Advisory and Intermediary Services Act, as well as of “treating customers fairly” – as is relevant to the financial services industry.

In October 2015, the Velociti call centre was disposed of at a loss of R5.4 million. The contribution from this segment to core net profit equated to R16 million (2015: R24 million).

How we operate

In a targeted approach of mining data and harnessing algorithmic technology, our data scientists transform large and complex datasets into effective and insightful marketing data, where characteristics of underlying consumers are identified, and in turn, consumer behaviour, patterns and trends are profiled. In short: The richer the data, the more precise we are in lead generation.
  How we operate

Operational overview - Solutions segment