making the most of data – more than just getting it right presented by: lucy wildridge date: 12 th...

Making the most of data – more than just getting it right

Presented by: Lucy WildridgeDate: 12th June 2007

A journey not a destination

Using data to your advantage

Making the most of your data

Clean and suppressMPS/TPS/FPSMortality files

NCOA and Goneaways

Data Collection

Names data

Business data

International data

EnhanceGeographical dataGovernment data

Utility dataGeodemographic data

The fundamentals

Database degradation

13%*

600,000*

1.3 million* total 14.5 million

320,000* total 3.3 million

14% per year

*Source: ONS

What is Suppression Data?

Goneaway (Royal Mail, Experian)

Change of Address (Royal Mail)

Deceased (Experian)

Do Not Contact/Preference (DMA)

“Suppression should

be viewed as an

essential part of data

quality assurance”

Sarah Burnett Senior Researcher Nov 2006

Why suppress?

- Reduce returned mail- Protect reputation- Avoid fines- Impact on environment- Compliance- ID Fraud

The fundamentals

Segment your database

Building on the foundations

Data is a key business asset

International data

SIC codes Consumer names

MOSAIC lifestyle data

Business names

Telephone numbers

Local authority data

Grid references Not Yet Built data

Employee numbers

Length of residency data

Company registration numbers

Utility data

Mailsort codes

Fax numbers

Building a picture of ‘the customer’

Lifestyle data

Local Government data

Geographical data

Not Yet Built data

Exercise

How can this benefit you?

Increased ROI

Identify new opportunities

More targeted messaging

Better customer retention

More effective marketing spend