Why cleanse data?

GDPR ARTICLE 5 – Important guidance, especially section D.

  • (d) accurate and, where necessary, kept up to date; every reasonable step must be taken to ensure that personal data that are inaccurate, having regard to the purposes for which they are processed, are erased or rectified without delay (‘accuracy’);

The cost of poor quality customer contact data to UK organisations is now running at an average of 5.9 per cent of annual revenue and 38% of organisations have no formal strategy*

  • Personal data deteriorates up to 20% annually.*
  • On average 18,000 people (11% of UK population) move house every day.**
  • 35% of marketers hold mailing address as the main driver for their activity.*
  • 600 million items are mailed to the incorrect address every year.
  • 525,000 registered deaths in 2016***

(*DataIQ – RMDS 6% Solution Report 2017. **Experian 2017 ***ONS – June 2018)

What is data cleansing?

As sources of customer data within your organisation multiply, that information can become replicated or distorted. Identifying unique customers not only cuts out duplicated communications, but also allows their true value to be revealed – several low value customers can quickly become one valuable customer who buys multiple products from you.

GDPR compliance requires consumer data to be opted-in, with individuals’ communication preferences expressed (email, email or phone) are included in best practice guidelines, endorsed by the Information Commissioners Office.

A number of ‘data controllers’ provide commercial access to their data for the purposes of data suppression. We have access to over 250 million names from providers such as Royal Mail, Experian, Equifax, DBS and Mortascreen. We will also take your in-house suppression lists (also known as Right-to be-Forgotten, Stop Files, Do Not Mail for e.g.) to ensure your brand is protected and you are fully GDPR compliant.

Clean data is imperative for achieving Advertising Mail Discounts. 95% quality for Low Sort OCR or Mailmark barcode mailing.

At W8Data we have developed complex matching routines to best match your data file against such files to ensure a ‘cleanse’ that will have a relevant and targeted data-set for your campaign.

  • One in five people in the UK regularly receive mailings addressed to a previous occupant.
  • Mailings sent to deceased loved ones is the most common complaint received by the Information Commissioners Office.
  • Only 1 in 3 incorrectly addressed items are returned to Royal Mail, the rest are binned!

Organisations have an obligation to comply with the General Data Protection Regulation which states that personal data should be accurate and kept up to date and opted-in. GDPR implementation May 25th 2016.

More information about data cleansing

de duplication
Ensure you target a customer or prospect ONLY ONCE with every campaign, by removing duplicate contacts.

De-duplication can work at individual, surname or household level, depending on your requirements.

We can flag and link duplicates with a master record identifier so that you can merge them back into your database or completely remove them.

The Mailing Preference Service (MPS) allows consumers to register their address to say that they do not wish to receive postal direct mail offers from companies with whom they have no existing business relationship. Where you have already built up a communication with the individual and it is reasonable to assume that they would not mind you continuing to contact them, then you may continue to do so even if the individual is on the MPS Register, however should they request that you stop mailing them, you must do so immediately.

Many people object to receiving telephone calls from companies they do not know. By registering on the TPS (Telephone Preference Service) or CTPS (Corporate Telephone Preference Service), all such calls should be eliminated.

It is illegal to call a telephone number of someone who is on the TPS / CTPS Register unless they have specifically requested that you do so, or where the nature of a pre-existing business relationship makes such communication clearly acceptable (for example, someone booking an appointment and providing a telephone number could expect to be called if there was a problem with the appointment).

The Corporate Telephone Preference Service (CTPS) prohibits any telephone calls other than basic research communications to that telephone number.

The GAS file (or Goneaway Suppression File) contains data from the electoral roll and negative or change of address information from a number of active major syndicated customer databases. There are 94 million records of homeowners and renters on this file and it is updated monthly.

NCOA suppress
The National Change of Address (NCOA) Suppress database contains details of everyone who has used the Royal mail re-direction service. There are 43 million records on the file and it is updated monthly by 100,000.

equifax disconnect suppressions
The Disconnect file contains over 6 years of data on people who have moved. The file is updated monthly and comprises approximately 46 million names.

experian absolute movers
Experian continually monitors mover information and brings updates of activity to the market on a monthly basis. This file contains over 40 million records. Every record has been validated.

Mortascreen is a register of deceased individuals collected from probate and contains anyone who had an estate of over £5,000 in England and Wales since 1989 or over £15,000 in Scotland since 1996. It comprises of 10 million names and is updated by 10,000 monthly.

the bereavement register
The Bereavement Register (TBR) is information captured by The REaD Group from a scheme that distributes booklets with tear-off cards from key locations. All cards are then validated against a UK residents’ database. The file comprises of 8.6 million names and is updated weekly.

national deceased register
The National Deceased Register (NDR) captures over 80% of all UK deaths of which 30% of records are unique to NDR. It contains 5.8 million records and receives 40,000 monthly updates.

disconnect deceased
The data supplied by Equifax as part of the Disconnect Suppression file is supplied as three distinct suppression types, one of these being confirmed deceased records. The file comprises 46 million names.

NCOA suppress
This data is supplied by Royal Mail and is sourced from their re-direction service. Periodically family members ask to have mail re-directed because a loved one has passed away; we can access this detail and stop you from mailing them. The file comprises 100,000 names.

MPS deceased
The Mailing Preference Service suppression file contacts a specific flag for deceased records. MPS Deceased is a requirement for Advertising and Sustainable / Responsible Mail discounts.