cleaning up your data

bakergoodchild.co.uk

Sources:

https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/284648/English_Housing_Survey_Headline_Report_2012-13.pdfhttps://www.data-8.co.uk/services/data-cleansing/express-online-data-cleansing-services/mps-suppressionhttp://www.tpsservices.co.uk/default.aspxhttp://en.wikipedia.org/wiki/Postcodes_in_the_United_Kingdom http://halobi.com/pdf/data-quality-infographic.pdf

MILLIONMILLION

MILLIONpeople are

registered on the MPS (Mailing

Preference Service)

4.5phone numbers are

registered with the TPS (Telephone Preference

Service)

18addresses exist

in the UK

SATISFIEDCUSTOMERSIncreased customer satisfaction

Increased customer retention

Increased response rates to campaigns through better targeting and improved data accuracy

INCREASEDPROFITABILITYImproved profitability through increased sales and reduced costs

Targeted the most profitable customers more, cross-sell and upsell

LOWER MAILRETURN RATESReduced 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

29MILLIONhome moves per

year in the UK

2.3

COMPLIANCEACHIEVEDFull compliance to law and standards bodies

IMPROVEDPRODUCTIVITYAccurate data will lead to happier staff and improved decision making

ESSENTIAL GUIDANCE AROUND CLEAN DATA

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

OUTGOINGMONITORING

QUALITY GAUGE QUALITY GAUGE

QUALITY GAUGEQUALITY GAUGE

QUALITY GAUGE

bakergoodchild.co.uk

STATS ABOUT DATA

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:

PROCESS TO ENSURE DATA QUALITYIn 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

REASONS WHY CLEAN DATA IS SO IMPORTANT TO BUSINESSES

BENEFITS OF USING A DATA CLEANSING SERVICEIf the above process sounds too di�icult 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 deliveryOften 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

complianceThe service will have

detailed knowledge of standards and

legislative needs for data