28. October 2009 16:00
It is surprising how many end users understand data cleansing to be simply address cleansing or verification. Although address standardisation through PAF cleansing is an important part of data cleansing, it is but a piece in the jigsaw. It is important to also understand if you have the correct telephone number, has your customer moved without notifying you, even worse have they died and you are still sending marketing communications.
Gone Away Flagging, Deceased Flagging should be utilised. Perhaps more valuable is our service that provides a forwarding address for a mover by using the NCOA, Equifax Re-Connect and GAS Reactive data sources so valuable relationships are not lost.
For telemarketing campaigns, additional services incorporating BT OSIS to provide an accurate telephone number, and TPS to ensure subscribers are suppressed from sales and marketing calls should be utilised.
Ultimately a full data cleanse ensures that you are not only keeping customer records up to date in line with the Data Protection Act, but also saves valuable marketing budget so that areas such as goneaways and deceased are not targeted. Not only that, using our secure web portal data8online , you can see how good or bad your data is free of charge without making any commitment to buy. Having obtained a full data quality audit, you will then be able to see clearly your return on investment.