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