Download - Managing data integrity with confidence
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Managing data integrity with confidence
Rebecca ClaytonTFM
9th February, 2005
Rebecca ClaytonTFM9th February 2005
Managing data integrity with confidence
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Today’s agenda
The importance of dataData decayAn effective data strategyMaintaining and enhancing your dataThe QAS approachBenefits of an operational data strategy
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The importance of data
Inaccurate data costs every time it is usedData decays if not maintainedAccurate data is vital for decision-making Inaccurate data affects customer satisfaction - 31% of consumers end relationship due to inappropriate communications
Source: NOP World research and Royal Mail
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Data within an organisation
87% of organisations use customer data to support strategic decisions
39%
48%
35%
37%
Board level
Senior management
Middle management
Departmental
Source: NOP World research
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Organisation-wide issue
Strategic issues:capturing data consistentlymaintaining dataenhancing data
Not just about saving money but making money
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Manchester United FC
Fan base : 75m in 20 territoriesAim to convert support from fan base into club revenueAccurate international data capture is vitalRegular clean and refresh policyAccurate communication = cost savings
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Red Letter Days
£12m market-leading UK firmComplex multi-stage order handling and processing must run smoothlyAccurate data capture vital at each stage through all mediums including webAim to improve the customer experience
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Data decay – the causes
13% of the UK public move each year – 7.7m people700,000 people die each year1.2m addresses change on PAF eachyear
Source: NOP World research and Royal Mail
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Data decay – the causes
Data collection from different sources can cause duplicationsLack of budget for regular verificationLack of awareness of data accuracy solutions available
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Lets do some numbers
30 pieces in one month£1 per piece +0.21p to mailOver 12 months £435.60
B2B vs B2C
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“Our problem is the human error factor, we need more internal checks of the actual data inputting”
Over 5000 employees, Business Services
Data decay – the causes
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“There are problems where people only put in the data relevant to
their department…they are onlythinking of themselves”
500 - 999 employees, Finance
Data decay – the causes
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Improvement in data strategy
57% organisations use a single company wide database
67% of organisations now have a standard data quality policy
Source: NOP World research
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13%
3%
9%
5%
1%
16%
1%
48%
Never routinely cleaned
Less than once a year
Annually
Every 6 months
Quarterly
Once a month
Weekly
Point of input
Increased routine validation*
*Still 13% without any form of validation
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Good newsMore board buy inMore InvestmentMore personnel
ConcernsLack of data accuracy technology
Increased commitment
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Over 80% of organisations believe inaccuratedata costs money, across the whole company
3%
5%
13%
18%
29%
29%
Wasted time
Lower productivity
Loss of cash flow
Missed sales opportunities
Damaged reputation
Wasted marketing costs
Bad data costs
Source: NOP World research
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Data potential unrealised
Over 50% did not believe that they were using their customer database to full potential
Says Marketers 72%IT Managers 59%Database Managers 47%
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Research shows…
Companies have moved onData quality increasingly on the Board agendaMore consolidated databasesMore investment in data quality
Still some dissatisfaction with data, affecting business decision making
Only 18% ‘Very satisfied’ with data accuracyOnly 20% ‘Very Satisfied’ with completeness
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Data integrity drivers
LegislationMergers and acquisitionsUse data intelligentlyCustomer retention & growth-exceed customer expectations, CRM
Instil best practice across the enterpriseImprove cost base and reduce waste
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The data integrity proposition
More than just names and addresses
Enhancing records
Suppressing records
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Suppression a hot topic
DMA escalates its campaign to get industry to use Suppression as part of lessening the environmental impact of
poorly targeted DM.
David Coupe, Chairman of DMA
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Suppression data
Telephone and Fax Preference Services (TPS and FPS)
Over 4 million registrationsLegal obligation to usePotential fines and adverse publicity
Mailing Preference Service (MPS)Over 1 million registrations
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Suppression data
National Change of Address (NCOA)12 million records100,000 new redirections a month
Gone-away suppression18,000 people move dailyNot always togetherNot always permanently13 items of DM a month
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Suppression data
Bereavement screening
700,000 people die a year£18 million wasted mailing the deceased
Duplicate detection70% consumers annoyed by duplicate mailIndividual, family or household
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BT’s Operator Services Info System (OSIS)Telephone number verification, addition, formatting and ex-directory flagging50,000 changes a day
Electoral RollName verification, addition and formatting35 million records
Enhancement data
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So what can we do about it ?
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Data strategy – a consistent approach
Enterprise wide championsCapturing data across different customer touchpointsCleaning, maintaining and enhancingUsing data confidently
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Becoming confident
Self assessment auditMeasure data quality – the complete recordSet targetsGet buy in
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Measure and improve
58.6%
7.1%
12.6%
0.3%
9.3%
12.0% 0.1%
Verified correctGood matchTentative matchPoor matchMultiple matchesPartial matchUnmatched
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Get your customers to help
Give customers every opportunity to manage and update their own information
Envelopes, DM, billing, web, email, phone calls, meetings
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Routine contact validation
Phone
Suppression
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Report success
Good data is good for everyone Make it part of the culturePolicies and trainingIncentives
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Why spend the time and effort ?
‘Productivity, customer satisfaction, growth, and better opportunities to up-sell and cross-sell across the customer base are
the primary benefits of improved address data quality’.
Ted FriedmanPrincipal Analyst, Gartner Research
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Success over time
“We keep getting better with time, hopefully in five years time we will
be using our database more, it is an evolutionary process”
1000 - 4999 employees, Finance
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We can help you with your data integrity strategy.
Visit us on stand D40 for advice and live demonstrations.
www.qas.com/uk