Optimising CITB’s Contact Data to Enhance Marketing Effectiveness

Beanstalk scored an impressive 92% CITB supplier satisfaction rating when working with CITB to update and restructure their database.



CITB is the Government Agency responsible for supporting the Construction Industry in the UK by developing the skills of those employed in the sector. An essential task of the CITB is to promote its activities and development programmes to businesses operating in the construction industry

The Goal

  • Validate existing contact names
  • Capture accurate email contact information
  • Identify additional, relevant contacts and their email addresses
  • Profile each Account to meet CITBs classification criteria

Beanstalk worked closely with the data stakeholders at CITB to ensure project compliance with the strict data rules around data storage and different file types. This involved regular meetings with the project steering committee and preparing relevant status reports to the data consumers with the organisation.

This was a sensitive project that required robust management to ensure standards compliance and data integrity. I congratulate Beanstalk on both counts.

Head of Compliance, CITB

The Strategy

CITB possess a large database of relevant individuals and companies totalling more than 25,000 contacts. Over time, the accuracy of the data had declined, and the database had become less effective – without maintenance, an email database can decay at a rate of 2% per month.

To continue in their aim of raising the level and quality of training for the construction workforce, CITB needed a partner who could work effectively with many internal customers as well as adhering to strict data compliance.

Beanstalk worked with CITB’s data quality and CRM team to define the data structure and format for import into their new CRM. A classification-criteria was also developed, that would enable CITBs marketing team to send relevant communications to different segments of the data.

The Results

  • 3,000+new contacts identified
  • 7,000contact records updated
  • 4,000records qualified out

The output of the project was a 100% compliant database in excess of 25,000 contacts, that was accurate and formatted correctly enabling it to be imported into the various operating systems of the CITB, including its new CRM.

In addition, a continuous improvement and development process was implemented to ensure accuracy and compliance was maintained over the long-term.

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