1. Best Practices: Creating and Maintaining a Clean Database

2. Welcome! Introductions and Overview of Todays Session

Experian QAS reviews best practices for creating and maintaining a clean database

• Todays speakers:

• • Erin Haselkorn

• • • Marketing Program Specialist, Experian QAS

• • Jenny Sharpe

• • • Marketing Program Specialist, Experian QAS

• Steps to obtaining and retaining good contact data

3. Why is contact data management important?

Improve communications and increase responses

• Ability to market, cross-sell

• Timely delivery of products and services

• Bill collection

Reduce unnecessary costs

• Wasted printing and postage expenses

• Efficiency of call center personnel, back-office staff

Enhance customer service

The right contact data + the right follow up =Improved customer & prospect relationships 4.

Step 1:Understand your data

Step 2:Clean existing data

Step 3:Remove duplicate records

Step 4:Enhance and update data

Step 5:Verify data during all capture processes

Step 6:Continue to enhance, update, and learn

Steps to Clean and Maintain a Clean Database 5. Step 1: Understand your data

Key questions every organization should ask:

• Where does the data come from?

• • Who enters it (customers or staff)?

• • Do they want to get it right?

• How is it formatted?

• What, if any, controls are in place?

• • Required fields

• • Data entry training

• • Performance metrics

6. Step 1: Understand your data Build a Data Spider Multi- Channel Retailer Web/Online Call Center Mail/Fax Stores Fulfillment Marketing Customer Service Finance 7. Step 1: Understand your data Outline the Challenges of Data Capture

Web/Online

• People arent paying attention

• Typos

Call Center

• Misinterpret what a customer is saying

• Fat-fingering

Mail/Fax (Manual Entry)

• Poor handwriting

• Incomplete information

Stores

• High pressure environment

• Customers unwilling to provide contact details

8. Step 2: Clean existing data

Review Your Data

• Dont be afraid to get your hands dirty, manually review records to see how it actually looks

Audit Completeness

• Completeness dictates if fields need to be filled in via appending

Clean and Standardize

• Leverage 3 rdparty data as well as your own

Dont Underestimate Addresses

• Its one of the strongest pieces of data you have

This is the traditional scrubbing, batching or old school cleaning

9. Step 3: Remove duplicate records Can you merge first?

If possible, merge records into a centralized master file

• Results in a singular view of the customer

• You can better understand and segment your data

• Economies of scale on de-dupe, append and enhance

BUT This isnt always an option as it depends on infrastructure

10. Step 3: Merge and/or de-dupe records

Decide what elements to match on

• 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 PhoneticDougherty = 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 11. Step 4: Enhance and update data

75% of organizations use at least one data enhancement set(Source: Dynamic Markets Limited, January 2009)

• Perform NCOA Linkprocessing

• • USPS processes over 43 million permanent Change of Address (COA) orders each year

• • 15% of Americans and 19% of business move annually

• Append geo-demographic data including:

• • Geographical information

• • Latitude/longitude coordinates

• • Cross sell ability

• • Risk

• • Lifestyle

Segment your file increase your ability to target customers

12. Step 5: Verify data during all capture processes

Know where your data is being collected and entered

• Point of sale

• Website

• Call center

• Paper forms

Set expectations

• Have a standardized process in place so that all information is being captured in the same way

Verify against a reputable third party source

13. No Verification or Cleansing Interactive version atwww.qas.com/home 14. Post-Capture Cleansing Only Interactive version atwww.qas.com/home 15. Cleansing and Verification at One Capture Point Interactive version atwww.qas.com/home 16. Cleansing and Verification at Some Capture Points Interactive version atwww.qas.com/home 17. Cleansing and Verification at all Capture Points Interactive version atwww.qas.com/home 18. Step 6: Continue the cycle - enhance, update, andlearn

Data changes constantly and needs regular check-ups

Continuous database maintenance allows for:

• Better assessment of the quality of data after each strategy is implemented

• Ensuring that old data is refreshed and continues to perform for future campaigns

19. QAS Products & services Real-time verification Clean & enhance

Clean

QAS Batch (PC Based)

QAS Bulk Processing(Web Based)

Phone & Email Batch (Service)

Enhance

QAS Unify(PC Based)

NCOA Link(Service)

Address

QAS Pro (PC Based)

QAS Pro On Demand(Software as a Service)

QAS Pro Web (Web Based)

QAS Pro API(Integration Toolkit)

Phone and Email

QAS Phone (Service)

QAS Email (Service)

20. 21. Please visitwww.qas.comfor more information.