data cleansing & management services
Good data is the starting point for any successful customer communications. Good for customers and good for your ROI.
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data cleansing service overview
Data cleansing, also known as data cleaning, is the first step to accurate and effective marketing. It’s the process of updating, correcting and validating your customer data to ensure it’s current, compliant and campaign-ready.
Data deteriorates very quickly – from moving customers to bereavement, there are many ways that your data can become inaccurate and redundant. This is why it’s essential to ensure that your data is cleansed, up to date, and fully optimised before undertaking any mailing or direct marketing campaigns.
Data cleansing should be an integral part of every marketing plan, and we recommend that certain data cleansing tactics be undertaken every time you mail, like screening against MPS, goneways and deceased, and making sure to remove duplicate entries. That is why bakergoodchild offers a free data audit on every mailing file you supply to us.
Remember that the better the data quality, the better the ROI.
data laws make clean data non-negotiable
With data protection regulations tightening in the UK and across the globe, clean, accurate data is not just best practice – it’s a legal obligation. From the UK GDPR and the Data Protection Act to international laws like the EU’s GDPR and California’s CCPA, organisations are under increasing pressure to process data lawfully, transparently and securely.
Using outdated, incomplete or inaccurate data can put your business at risk of compliance breaches, fines, and reputational damage. As part of our end-to-end direct mail services, our data processing services are designed to help you stay compliant while boosting your campaign.
how it works?
bakergoodchild offers a wide variety of data-cleansing and data management services to reduce wastage, ensure GDPR compliance and maximise client ROI.
data submission
Clients can securely transmit their data to bakergoodchild via SFTP, through API, or through our GDPR Compliant platform, DataXchange. Data is accepted in a variety of formats.
data cleansing
Data is standardised, processed, and cleansed through a variety of secure, in-house programs. These programs use complex algorithms that allow us to offer valuable insight and allow clients to understand their now high-quality data.
data output & reporting
Clients are then offered a suite of comprehensive reports, along with their updated, cleansed data.
the benefits of data cleansing?
By keeping your data accurate and up to date, we will keep any wastage to a minimum and deliver increased response rates. A well-cleansed and processed database will increase your customer engagement and impact by correctly addressing the audience.
Enhancing data quality also actually presents cost savings for unnecessary print, fulfilment, packaging, and postage. This means that our data cleansing solutions positively affect both your marketing ROI and the environment!
the data cleansing process
Whilst data cleansing software plays an important part in the overall data cleansing process, these automated solutions are just one part of your database health check.
- Name and address cleaning and matching: We compare your data to the Royal Mail Postal Address File (PAF), which not only improves the addresses, but saves you money through lower postal charges.
- De-duplication: We will remove duplicate data entries and ensure only one touch point per individual.
- Screening: We will screen your database for contacts who are no longer viable prospects, such as deceased individuals and those who have changed address.
We are experts when it comes to data, so whether you need to match several databases, merge and purge records or produce transactional documents, we can take care of everything for you.
direct mail database management, processing & security
bakergoodchild recognises the importance of data security and has procedures and controls in place to allow us to process highly sensitive personal data securely and responsibly.
We have industry-compliant SFTP servers to which data can be securely uploaded over an encrypted connection, ensuring data confidentiality at all times.
- ISO 27001 accredited
- Full GDPR Compliance
- ICO Registered
- Encrypted Data Transfer
- Strict Permissions Based Access
- Extensive Staff Training
secure, reliable & professional data cleansing & management services
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data cleaning services FAQs
What is data cleansing?
Data cleansing is the process of identifying and correcting or removing incorrect, incomplete, outdated, or duplicated information in your database. It’s about making sure your data is accurate, current and relevant.
Our data cleansing services include address verification using Royal Mail’s PAF file, de-duplication of contacts, deceased and goneaway screening, and email validation. With cleansed data, you get improved targeting, increased engagement and stronger campaign results. Simply put, clean data is the foundation for successful customer communication.
Why is data cleansing important?
Data cleansing is critical for ensuring your marketing efforts are both effective and efficient. Poor quality or irrelevant data can lead to misdirected communications, lost revenue, reputational damage, and even GDPR non-compliance. By regularly cleansing your data sources, you avoid sending mail to incorrect addresses, duplicate records, or deceased contacts, reducing wastage and maximising your ROI.
Cleansed data also improves customer experience, making your campaigns more personalised, relevant, and timely. It also translates to lower print, fulfilment, and postage costs, ultimately reducing your carbon footprint and improving campaign sustainability. It’s good for your business, good for your customers, and good for the planet.
What is meant by data integration?
Data integration refers to the process of combining data from multiple sources into a single database. For example, if you have customer data stored across CRM systems, e-commerce platforms and spreadsheets, integrating that data creates a single source to work with
At bakergoodchild, we can help with everything from merging databases and consolidating duplicate records to building holistic data solutions. Our data cleansing tools ensure consistency, accuracy and accessibility – crucial for effective direct marketing and communications.
How can you ensure data is reliable?
Ensuring data reliability is a combination of ongoing best practices and robust technology. Here’s how bakergoodchild helps you maintain reliable data:
- Regular Data Audits – We offer a free data analysis with every mailing file to highlight any issues and opportunities.
- Data Validation Tools – We match address data against the Royal Mail PAF and verify emails and contact details using secure, automated processes.
- De-duplication and Screening – We remove duplicate records and screen against suppression files such as MPS, deceased and goneaways.
- Secure Handling – With ISO 27001 accreditation and full GDPR compliance, we ensure that your data governance is handled safely and ethically.
By combining these elements with expert insight and comprehensive reporting, we help our clients maintain databases that are not only reliable but also valuable assets to their marketing success.
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