Data Improvement & Enhancement
All of these factors contribute to inaccuracies developing in otherwise carefully built databases. It is essential to take steps to make sure that the data stays accurate and up-to-date, not just because it makes sense to do so, but to comply with legislation.
Our data improvement service
- Remove duplicates, using sophisticated de-duplication software
- Verify addresses using the Royal Mail Postcode Address File to ensure accuracy and deliverability
- Validate residence, to check that a person or family still lives at the address you hold
- Verify, correct or append telephone numbers, using the BT OSIS database
To improve the effectiveness of any mailing we can enhance your data by appending (where permitted):-
- Telephone numbers (where authorised)
- Date of birth
- Email addresses
- New addresses for those moving house
Additionally, when looking at a database for a direct marketing or CRM initiative, it is useful to know more about the customers than is available from internally generated knowledge. There are a number of valuable tools available to fill the gaps, and we have close agreements with external providers to offer the following enhancements:
- Geo-demographic data - MOSAIC and ACORN, developed over the years from census information, electoral roll data, county court judgements (CCJs) and credit data. This raw data has been analysed and clustered in slightly different ways to provide valuable insights into the demographics of customers and prospects.
- Lifestyle data - such as BehaviourBank, Canvasse Lifestyle and Lifestyle Selector, built from the collection of detailed information from many millions of questionnaires completed by consumers over the years. These products can provide a greater depth of data about individuals and can be invaluable in propensity modelling.
- Attitudinal data - to identify and segment customers by their channel preference and promotional orientation, by understanding their motivations and decision making processes.