Data Cleansing
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The starting point to any successful customer communications is good data. Good for customers and good for your ROI.
An up-to-date and clean database means a more targeted and reliable delivery of your marketing or business critical messaging and less returned mail.
Think about the last time you received direct mail that was addressed to someone else:
- How did it make you feel about the sender?
- What if you received something addressed to someone recently deceased?
This happens all the time when marketing specialists or direct mail companies don’t carry out due diligence on the data that they’ve been asked to process.
We work with your data, to ensure it is as clean as possible – from a single processing or cleansing to a complete database build and management service, our range of data enhancement techniques are tailored to your individual needs.
What is Data Cleansing?
Data cleansing, sometime known as data cleaning, is the process of ensuring all of the data is up to date.
Data deteriorates very quickly – from your customers moving to bereavement, there are lots of ways that your data can become inaccurate and redundant. Before undertaking any mailing or direct marketing campaigns, it is essential to ensure your data is cleansed, up to date and fully optimised.
Data cleansing should be an integral part of every marketing plan, and we recommend that there are certain data cleansing tactics that are undertaken every time you mail, like screening against MPS, goneways, deceased and making sure to remove duplicates. That is why bakergoodchild offers a free data audit on every mailing file you supply to us.
Always bear in mind the better the data, the better the ROI.
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, as well as producing cost savings for unnecessary print, fulfilment, packaging and postage. Meaning you reap the reward of a positive impact on your marketing Return on Investment as well as a positive impact on the environment!
The data cleansing Process
Data Cleansing with bakergoodchild vs. Data Cleansing Software
Whilst data cleansing software plays an important part of the overall data cleansing process, these automated solutions are just one part of your database health check.
- Name and address cleaning and matching: we will compare your data to the Royal Mail Postal Address File (PAF) this not only improves the addresses but saves you money through lower postal charges
- De-duplication: we will remove duplicate data entries and ensure only 1 touch point per individual
- Screening: We’ll 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.
Some of the data processes and software we utilise:
- PAF of Data
- Deduplication
- Deceased Register
- NCOA (National Change of Address)
- GAS (Gone Away Suppression)
- USS (Universal Suppression Service)
- BCF (Business Change File)
- BSF (Business Suppression File)
- MPS (Mailing Preference Service)
- TPS (Telephone Preference Service)
- FPS (Fax Preference Service)