Making the most of data – more than just getting it right

Presented by: Nicholas HendersonDate: 25th May 2007

A journey not a destination

Using it to your advantage

Making the most of your dataData Collection

Clean and suppressMPS/TPS/FPSMortality files

NCOA and Goneaways

Names data

Business data

International data

EnhanceGeographical dataGovernment data

Utility dataGeodemographic data

The fundamentals

Database degradation

13%*

600,000*

1.3 million* total 14.5 million

320,000* total 3.3 million

14% per year

*Source: ONS

What is Suppression Data?

Goneaway (Royal Mail, Experian)

Change of Address (Royal Mail)

Deceased (Experian)

Do Not Contact/Preference (DMA)

“Suppression should

be viewed as an

essential part of data

quality assurance”

Sarah Burnett Senior Researcher Nov 2006

Why suppress?

- Reduce returned mail- Protect reputation- Avoid fines- Impact on environment- Compliance- ID Fraud

The fundamentals

Where is data being used?

Marketing

Sales

Finance/billing

Distribution

Customer care/support

HR

MIS

Segment your database

Building on the foundations

Data is a key business asset

International data

SIC codes Consumer names

MOSAIC lifestyle data

Business names

Telephone numbers

Local authority data

Grid references Not Yet Built data

Employee numbers

Length of residency data

Company registration numbers

Utility data

Mailsort codes

Fax numbers

Building a picture of ‘the customer’

Lifestyle data

Local Government data

Geographical data

Not Yet Built data

Utility data

Exercise

Benefits

Increased ROI

Identify new opportunities

More targeted messaging

Better customer retention

More effective marketing spend