The Oviedo Chamber of Commerce undertook a comprehensive process to organize, qualify, and improve its user base with the aim of moving towards a more precise and data-driven communication model. The project involved reviewing and completing existing records, unifying criteria, and standardizing information from various sources, thus ensuring a robust structure for future use. This work included the manual qualification of the data and its enrichment with attributes linked both to the services offered by the Chamber and to the economic divisions defined by the IAE (Spanish Tax Agency).
Based on this, analytical intelligence techniques were applied to structure audiences, generate coherent recipient lists, and define a classification by interest tags, allowing the institution to better segment its communications. The result was a more homogeneous, up-to-date database, ready for operational use in training, institutional, and business support activities.
Simultaneously, work was done to consolidate an internal data governance model. This included training managers from different departments on how to use the email marketing tool, in order to ensure a consistent corporate image and clear, identifiable communication. An operational structure was also established to keep data up-to-date and ensure that departments can work autonomously within a common framework.
The project, developed over eight months with senior and junior profiles specializing in SDR techniques, represents a significant advance in the Chamber's ability to better understand its users, improve segmentation and strengthen its relationship with the business fabric of the territory.
