If you regularly correspond with your customer base via direct mail, it’s important to make sure your data is clean. High quality data will result in increased profitability, satisfied customers, lower return rates and full compliance. Find out some of the benefits of using a data cleansing service by viewing Baker Goodchild’s latest infographic. http://www.bakergoodchild.co.uk/infographics/details/32/cleaning-up-your-act-and-your-data-essential-guide-to-clean-data

1. bakergoodchild.co.uk
Sources:
https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/284648/English_Housing_Survey_Headline_Report_2012-13.pdf
https://www.data-8.co.uk/services/data-cleansing/express-online-data-cleansing-services/mps-suppression
http://www.tpsservices.co.uk/default.aspx
http://en.wikipedia.org/wiki/Postcodes_in_the_United_Kingdom
http://halobi.com/pdf/data-quality-infographic.pdf
MILLION
MILLION
MILLIONpeople are
registered on the
MPS (Mailing
Preference Service)
4.5
phone numbers are
registered with the TPS
(Telephone Preference
Service)
18
addresses exist
in the UK
SATISFIED
CUSTOMERS
Increased customer
satisfaction
Increased customer retention
Increased response rates to campaigns
through better targeting and improved
data accuracy
INCREASED
PROFITABILITY
Improved profitability
through increased sales
and reduced costs
Targeted the most
profitable customers more,
cross-sell and upsell
LOWERMAIL
RETURNRATESReduced direct mail
returned rates
Capture in all forms, e.g.:
online, manual entry, telephone,
automated input techniques (e.g.
bar codes, voice recognition,
OCR, etc.)
Consent – Consent must be
obtained for data to be kept
Secure – Ensure that Data is
secure
29
MILLIONhome moves per
year in the UK
2.3
COMPLIANCE
ACHIEVEDFull compliance to law
and standards bodies
IMPROVED
PRODUCTIVITYAccurate data will lead to
happier staff and improved
decision making
ESSENTIALGUIDANCEAROUNDCLEANDATA
CAPTURE
Cleansing techniques for data, e.g.:
Spelling mistakes – remove spelling errors
Ensure data conformity
Ensuring data is set to minimum / maximum values,
e.g. 31 max dd in a month
Completeness – Check records for completeness and
add extra info if needed
Verification – Verify data accuracy with external data
sources, e.g. post code / zip code checker
CLEANSE
+
NORMALISE
Where possible match and
de-duplicate records, e.g.:
House moves – Identify the same
customer with different addresses
through specialist data tools
Marriages – The surname will often
change following a marriage, records
should be checked for duplicates of
this nature
Enrich data on an outgoing basis
with new information, e.g.:
Purchase history – data can be
enhanced with customer purchase
history
New fields of information – e.g.
email address, turnover (for
business), fax number, etc
ENRICH
Perform data audits regularly
External data sources check –
check regularly for data source
changes such as TPS, MPS, deaths,
house moves, etc
Data will need to be monitored on
an ongoing basis
MATCH
+
DEDUPLICATE
OUTGOING
MONITORING
QUALITYGAUGE QUALITYGAUGE
QUALITYGAUGEQUALITYGAUGE
QUALITYGAUGE
bakergoodchild.co.uk
STATSABOUTDATA
In this infographic we discuss why it’s so important for
companies to clean up their act and ensure that the data
they have is of top quality.
This can only be achieved through a continuous cycle of
data enhancement and refinement.
Data changes constantly, organisations need to be aware
of how data changes and have systems in place. Here are
some stats relating to data:
PROCESSTOENSUREDATAQUALITY
In this section we provide a brief overview of data quality
processes. It’s not possible to cover everything in this infographic
92%
of companies admit
their contact data is
inaccurate
66%
of companies admit
that bad data affects
their business
40%
of company data is
found to be inaccurate
25%
of company data is
found to be duplicated
REASONSWHYCLEANDATAISSOIMPORTANTTOBUSINESSES
BENEFITSOFUSINGADATACLEANSINGSERVICE
If the above process sounds too difficult then a data
cleansing service such as Baker Goodchild could be used,
here are the benefits:
Working with
professionals
Leaving the cleansing
to professionals, who
work in this field all of
the time
Focus on the
“day job”
Allows employees to
focus on their own
core company
activities
Highest level of
data quality
Generally is proven to
provide the highest
level of data available
(typically better than
in-house management)
Faster delivery
Often supplied faster
as data cleansing
services focus on the
work as a job whereas
employees can be
distracted by other
tasks and roles, or may
be off work due to
annual leave or
sickness
Contractually
enforceable
Data quality can be
agreed to strict
enforceable standards
with the service
Legislative and
standards
compliance
The service will have
detailed knowledge of
standards and
legislative needs for
data