making the most of data – more than just getting it right presented by: nicholas henderson date:...
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Making the most of data – more than just getting it right
Presented by: Nicholas HendersonDate: 25th May 2007
Making the most of your dataData Collection
Clean and suppressMPS/TPS/FPSMortality files
NCOA and Goneaways
Names data
Business data
International data
EnhanceGeographical dataGovernment data
Utility dataGeodemographic data
Database degradation
13%*
600,000*
1.3 million* total 14.5 million
320,000* total 3.3 million
14% per year
*Source: ONS
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
Why suppress?
- Reduce returned mail- Protect reputation- Avoid fines- Impact on environment- Compliance- ID Fraud
Building on the foundations
Data is a key business asset
International data
SIC codes Consumer names
MOSAIC lifestyle data
Business names
Telephone numbers
Local authority data
Grid references Not Yet Built data
Employee numbers
Length of residency data
Company registration numbers
Utility data
Mailsort codes
Fax numbers
Building a picture of ‘the customer’
Lifestyle data
Local Government data
Geographical data
Not Yet Built data
Utility data