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

Making the most of data – more than just getting it right. Presented by: Nicholas Henderson Date: 25 th May 2007. A journey not a destination. Using it to your advantage. Making the most of your data. Data Collection. Names data Business data International data. Clean and suppress

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

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  1. Making the most of data – more than just getting it right Presented by: Nicholas Henderson Date: 25th May 2007

  2. A journey not a destination Using it to your advantage

  3. Making the most of your data Data Collection Names data Business data International data Clean and suppress MPS/TPS/FPS Mortality files NCOA and Goneaways Enhance Geographical data Government data Utility data Geodemographic data

  4. The fundamentals

  5. Database degradation 1.3 million* total 14.5 million 13%* 14% per year 320,000* total 3.3 million 600,000* *Source: ONS

  6. 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

  7. Why suppress? • Reduce returned mail • Protect reputation • Avoid fines • Impact on environment • Compliance • ID Fraud

  8. The fundamentals

  9. Where is data being used? • Marketing • Sales • Finance/billing • Distribution • Customer care/support • HR • MIS

  10. Segment your database

  11. Building on the foundations • Data is a key business asset International data Business names Telephone numbers Fax numbers Consumer names MOSAIC lifestyle data Mailsort codes SIC codes Grid references Not Yet Built data Employee numbers Length of residency data Company registration numbers Local authority data Utility data

  12. Building a picture of ‘the customer’ • Lifestyle data • Local Government data • Geographical data • Not Yet Built data • Utility data

  13. Exercise

  14. Benefits • Increased ROI • Identify new opportunities • More targeted messaging • Better customer retention • More effective marketing spend

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