Data Quality
Every company that holds a marketing database should keep it clean, up-to-date and free of the inaccuracies that could stop communication arriving at its destination or worse still, reflecting badly on the brand and organisation.
Left unchecked a database of consumer records is likely to decay by at least 7% every year, whilst business data decays by a staggering 35%. At The REaD Group we can help keep your database in tip top condition by offering the following services:
Merging multiple databases
When merging address databases, specifically for the purposes of campaign marketing, it is important to get it right. Ensure the fields are correctly applied and the formatting is the same. We are experienced data processors and will ensure a smooth, quality controlled data conversion.
De-duplication
This is an automatic function of any database merge when there are likely to be multiple duplicates, but it should also be run on a regular basis as part of your general data housekeeping process. It's important to set the rules correctly - too slack and you'll miss potential duplicates, too loose at you'll end up wrongly identifying separate individuals as duplicate.
General data housekeeping
A regular spring clean is essential to maintain the integrity of a marketing database. Housekeeping checks will identify information that has been entered into the incorrect fields, temporary addresses such a c/o, oversees address, obscenities, business records in consumer databases, first name initials (not good when personalising communications) and references to institutions such as universities or hospitals and much more.
Address formatting
Ensure all of your addresses have been entered correctly at source by running address checking software such as the Royal Mail's Postal Address File (PAF).
Gone away suppression
We can run your database against all industry suppression files, including The REaD Group's market leading product. By identifying home movers before a mailing campaign could save you upwards of 7% on costs depending on the age of your data.
Deceased Suppression
It is a minimum requirement of the Data Protection Act that direct marketers should screen their mailing data for deceased individuals in the interests of consumers. Failure to do so will result in brand damage - the deceased's family are still likely to be living at the residence, unnecessary costs as well as the risk of further measures from the ICO or DMA.
Business Suppression
Business data decays at a rate of 35% per year - do nothing and over 1/3rd of your database will be out of date within 12 months. Our B2B data specialists can advise you on the best solutions for cleansing and enhancing your business data of gone aways, badly formed and unmarketable addresses, company and senior staff name changes,
