At Digital First Media, our team found our new business directory search performance was very poor.
The directory vendor’s advice was to hire a call center to “cleanse” the 600,000 listings, but that was out of scope for this project budget.
I performed a series of analyses that determined 19% (114,000) of the total listings were flagged as “uncategorized” due to incorrect mapping of the vendor import tool.
I worked with the vendor to correct the mapping and the number of listings flagged as “uncategorized” fell to 2.3% (13,800) most of which was missing data from InfoUSA data source.
Analyses drove the error rate from 19% to 2.3% without hiring a call center.