cleaning up your data
TRANSCRIPT
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