Hello everyone. My name is Jenny Sharpe, Program Specialist here at Experian QAS and run marketing programs within our government, utilities and education sectors. Our topic for today’s discussion revolves around best practices that Experian QAS has produced around creating and maintaining a clean database. We thought this would be a good topic as we get a lot of questions around once an organization has done the initial clean of their database what needs to be done to maintain the accuracy. So with that lets move onto the agenda.
I am very pleased to have Erin Haselkorn here with me today. Erin is responsible for our finance, insurance and PR efforts and works extensively in obtaining the most up to date research in data quality. Together, we have created a six step process to help clean and maintain ones database. These steps can help your organization manage and have the most accurate contact information possible. Before we jump into the 6 steps lets take a look at what contact data management is and why it is important.
So what do we mean when we say contact data management? QAS defines it as a proactive validation and upkeep strategy that focuses on postal addresses, email addresses, and telephone numbers. It’s important to proactively check new contact data elements, as well as continuously review existing details. You will see that the best practices we will be sharing in a bit encompasses those steps. I know that we have listeners today across a number of industries, including higher education, retail, insurance, banking, and government. And while each industry leverages contact data for different purposes, there are a number of similar benefits that we can review. No matter the industry, more accurate contact data will: Improve communications & responses Ability to market, cross-sell/Timely delivery of products and services/Bill collection Reduce unnecessary costs Wasted printing and postage costs/Efficiency of call center personnel, back-office staff Enhance customer service efficiency The right contact data + the right follow up = Improved customer & prospect relationships
So here are the best practices we have comprised at Experian QAS around ways to clean and maintain a clean database. The first step is understanding your data. By having an understanding of the information contained in your database it allows organizations to improve operations and communications giving insight into data quality challenges and allowing managers to better select solutions for their organization. Step 2 is clean existing data: By cleaning your existing data you obtain a fresh slate to work off of which will help down the road in all of your data quality analysis. Step 3 is remove duplicate records. By doing this step you are able to have a better sense of what your database actually looks like Step 4 is enhance and update data. There are sources out there that you can use to get the most complete picture of your customer or prospect. Step 5 is Verifying data during all capture processes. Making sure there is a standardized process to verify data at all capture points removes the potential for bad data to get back into your database The last step is to continue to enhance, update, and learn. The thing to note is that once you get your database clean the work doesn’t stop there. It is a continuous process that must be preformed on a regular basis.
Erin, could you give us an idea of what types of controls businesses could have in place?
And this exercise could be done across all industries
In speaking with customers I know that sometimes the location of their business is in one state and their call center could be located in a completely different area of the country. They’ve said that different accents have caused problems for them by misinterpreting what has been said.
Who would typically review the data in the processes you just mentioned? I’m sure it would vary from industry to industry or even organization to organization.
Lumped into two categories: Pro software is front end AV that can sit on a PC, be a SaaS, or web based. We also have real time Email and Phone verification Our back end cleansing solutions include our batch process, bulk processing, and phone and email Our Enhancement solutions include a de-duplication tool QAS Unify and NCOAlink service. In addition Experian EMS has a host of other enhancement products and services.
Best Practices: Creating and Maintaining a Clean Database
Welcome! Introductions and Overview of Today’s Session
Experian QAS reviews best practices for creating and maintaining a clean database
Marketing Program Specialist, Experian QAS
Marketing Program Specialist, Experian QAS
Steps to obtaining and retaining good contact data
Matching elements determine where duplicates can be found
Use a tool with “fuzzy” or “flex” matching
This allows for a greater match rate
Helps to find duplicate records that may not have been identified with more rigid matching
Match Type Example Address/Household Physical + Name or Email Phonetic Dougherty = Dorty Acronym National Broadcasting Company = NBC Character Occurrence Wilson = Wislon Table-based William = Bill = Will = Billy Element Matching Mr. J. Smith = John Smith = Smith John Custom Field Shoe Size, SSN, Customer Number