1. Yourguidetothedataworld
DataHygiene

2. copyright© 3dMarketingGroup
Contents
DataDecay................................................................................................................................................2
DataHygieneStrategy......................................................................................................................3-4
Goals...........................................................................................................................................................5
MaintainingDataHygiene..................................................................................................................6
ScScreeningandSuppression................................................................................................................7
WhyScreeningandSuppession...................................................................................................8-9
SuppressionFiles?...............................................................................................................................10
IndustrySupressionFiles..................................................................................................................11
SubcontractingdatahygieneSelectingyourdataprocessor.............................................12
KKeycriteriaforselectingadatasupplier......................................................................................13
Partners...................................................................................................................................................14
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DataDecay
Itisinevitablethatdatawillstarttodecayassoonasitisgathered.
Forexample,1.5millionhouseholds–over10%oftheadultpopulation–change
addresseveryyearintheUK.
Andin2011alone,nearly74millionAndin2011alone,nearly74millionrecordsweresuppressedfrommailingfiles–
representing4.3%ofalladvertisingmail.Itisestimatedthatthisrepresentsonly
about50%ofmailthatisaddressedincorrectly.
Otherdata,especiallyrichdatausedtoprofilecustomersonspendingpoweror
buyingpreferences,isevenmoresensitivetochangesinindividuals’circumstances.
Datadeterioratesat20%peryear,soifyoubuyadatabaseyouneedtolookat
decayonanannualbasis.
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DataHygieneStrategy
Targetonlyrelevantcustomers
Theambitionofyourone-to-onemarketingactivitymustbetoreachonlythose
customerswhoareableandwillingtorespond.Suppressinginvalidrecordswill
advancethisgoalandmakeyourcampaignsmoreeffective,efficientandprofitable
nowandinthefuture.
GrabthebenefitsGrabthebenefits
Doasmuchaspossible,aspromptlyaspossible,tomakesureyouenjoythe
competitiveadvantageofusingsuperior-qualitydata.
Identifypoorprospects
Suppressionfilescanindicatecustomersorbusinessesthathaveopted-out,moved
address,changedstatusordetails,nolongerexistorareunlikelytobe
creditworthy.
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Goals
Savecosts
Cutoutthedirectandindirectcostsassociatedwithmarketingtoconsumerswho
cannotorwillnotrespond.
Improvelistquality
MostcusMostcustomersandbusinesseseitherforgetordonotbothertonotifychangesin
theircircumstancestoorganisationsthatholdtheirdetailsonfile.
Usesuppressionfilestoimprovethequalityoftherecordsyouuseformarketing
purposes.
Improvedataqualityandrichness
Enhancethedatayouheldoncustomerfileswithupdatedinformationand
preferences.
RRegaincontactwithcustomers
Identifygone-alwaysasafirststeptowardsmaintainingorre-establishingcontact
withyourcustomers.
Increaseefficiency
Improvetheefficiencyofyourmarketingandtelemarketing.
Improvetargeting
IdentiIdentifysignificantchangesateitherindividualoraddresslevel,whichyoucanuse
fortargetingpurposes.
Improvecreditchecking
Useforcreditchecking.
Identifylegacyincome
Ifyouareacharity,usetoidentify
legacyincome.
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MaintainingDataHygiene
Encouragecustomerstomaintaintheirowndata
Digitalmediaalsoprovideanexcellentopportunityforyourcustomertomaintain
theirowndata–eitherthroughemailingrequeststoupdatetheirrecords,being
askedwhencallinginorbeingpromptedtogoonlinetochangetheirdetails.
Planahead
MaMakesureyourdataupdatingfacilitiesareinplaceandthatyourteamunderstand
theprocessesandgoalsinplentyoftimebeforeyouneedtousethefinishedfile.
Registerunsubscribespromptly
Makesureyourteamareabletoquicklyandeasilyregisterunsubscriberequests–
andthatyoursystemsupdatethesepreferencesaspromptlyaspossible.Itwill
damageyourbusinessreputationifyoudonotremoveunsubscribesandyoudo
notwanttoSPAM people.
UpdaUpdatealldatachangespromptly
Recordchangestoanydetails–suchasaddress,telephonenumber,jobfunction
andsoon–withinareasonableperiodoftime.
Updatemasterfile
Transferdataupdatestoyourmasterfilebeforeuse.
Maintainin-housesuppressionlistsforspecificchannels
MaintainMaintainyourownin-house‘donotmail’,‘donottelephone’andotherchan-
nel-specificsuppressionliststousealongsidepreferenceservicefilessuchasTPS,
MPS,CTPS,BMPS,FPSandYourChoice.
Screenallcommunicationsagainstlistsbeforeuse
Screenyourcontactlistsagainstyourrelevantin–housesuppressionfilesaswellas
theappropriatepreferenceservicefilebeforesendingoutanymarketing
communication.Yourdataproviderwillnormallydothisforyou.

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ScreeningandSuppression
Yourdatawillnaturallystarttodecayassoonasitiscollected,asyourcustomers’
circumstancesinevitablychange.Peoplemove,getmarried,havechildren,change
jobs,changetheirnames–soifyoudonotscreenforthesechangesyourvaluable
customerandprospectdatawillquicklygooutofdate.
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WhyScreeningandSuppression?
Itiscrucialtothesuccessofyourmarketingtoscreenyourlistsforgone-always,
deceasedpeopleandopted-outconsumers–allowingyoutoonlyuseaccurate,
effectivedata.Definestandardswithyourdatasupplycompany,sothattheyscreen
andsuppresssuchrecords.Alsoensurethatstandardsaredefinedforcomplete
recordssuchasemail,phonenumberaddressetc.
ImpImproveyourROI
Usesuppressionanddatascreeningeffectivelytoimproveyourreturnon
investmentbyfilteringouttheincorrectrecordsthatwillwasteyourmoneyand
rresources.Thereisnopointinmailingtothesamepersonwhohascompleteda
formdifferentlyasthiswilljustannoyyourcustomer.ForexampleMRASmith,Mr
Smith,MrAndrewSmith–ensurethatyouhavecriteriainplacetocrosscheckwith
otherdatasuchasdateofbirthtoensureMrASmithdoesnotreceivethesame
thing.
Maintaindatatoremaincompetitive
ItisnowItisnowwelldocumentedandbroadlyacceptedthatorganisationsignoringthe
issueofdatadecaywillnotbeabletocompeteeffectivelyagainstthosethatdo
keeptheirdatauptodateandaccurate.
Screendataregularlytopreserveitsintegrity
Datadecaycannotbeavoided–soyoumustcheckyourrecordsagainst
suppressionandscreeningfilesregularlytoensurethatyourdataremainsaccurate,
uptodateandeffectiveinyourmarketing.
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WhyScreeningandSuppression?
Minimisereputationaldamage
Marketingtogone-alwaysanddeceasedpeoplewillonlyservetodamageyour
brandreputation,alongwiththereputationofourindustry.
Enableeffectivecampaignmanagement
SuppSuppressionfilesplayanimportantroleintheeffectivemanagementofCRM and
marketing.
Becompliant
ItisalegalrequirementandyourobligationunderDPA,theDMACodeandthe
CAPCodetoscreenyourmarketinglistsagainsttherelevantpreferenceservices
beforeusingthemformarketingpurposes.
Beenvironmentallyresponsible
IfIfyoumaintainyourdatahygieneyouwillnotbeprintingandmailinginformation
thatisnotrequired
Maintaininternalsuppressionfiles
Maintaininternalsuppressionfilesofcustomersandprospectswhohaveasked
yourorganisationnottocontactthem–eitherinanyformorviaspecificchannels,
suchasemailortelephone.Youmustmatchyourcampaigndataagainstthesefiles
beforedespatch.Anymatchesidentifiedmustberemovedfromyourcampaign.
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SuppressionFiles?
Ataverysimplelevel,thesefilescontaintherecordsofconsumerswhocannotor
donotwishtorespondtomarketingcommunications.
Suppressedrecordscaninclude:
•Gone-always–customerswhohavemovedaddress
•Deceasedpeople
•Opt-outs
•Creditrisks
Informationcontainedinbusinesssuppressionfilescaninclude:
•Businessesthathavemovedaddress
•Customerswhoseemployerhaschanged
•Customerswhosefunctionshavechangedwithinabusiness
•Peoplewhohavedied
•Businessesthathavechangedname
•Businessesthathaveceasedtotrade
•Businessesthathaverequested‘nocontact’
•Businessesaddressesthatmaybeconsideredtobenottherightaddressfor
marketing
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Industrysuppressionfiles?
Overthelastfewyears,raftsofnewproductshaveenteredtheverybusy
suppressionmarketplace.Whilstthisispositiveinsomerespects,ithasaddedto
theconfusionovertheproductthatbestservestheconsumer.
Accessfilesthroughdatasupplier
SpecialistcomSpecialistcompaniesusearangeofdifferentmethodsandsourcesforcompiling
suppressionfiles,whicharethenmadeavailabletoyoumainlythroughthedata
processorsthatlicensethedata.
Licensefilesdirectlyforhighvolume
Somehighvolumedatauserschoosetohavedirectlicensingarrangementswith
thefileowner.
Researchsuppressionproducts
MostdatapMostdataprocessorshaveasuiteofdifferentsuppressionproductsavailable.
Someofthesefilesoffersimilardatabutusedifferentsourcesandmethodsto
compilethedata.
Beawareofdifferentsuppressionmatchingresults
ThepTheprocessesusedbydataprocessorstoidentifyexactorsuspectedmatchesisa
topicwhichpromotesmuchdiscussionastherearesubstantialdifferencesindata
processingtechniquesandmatchingroutines.Thedifferencesinprocessesusedto
‘match’recordsonsuppressionfilesaccountformostofthevariationsinresults
amongstdataprocessors’matchingonidenticaldatasets.
Takedataprocessor’sadvice
AsAspartofanystandarddatahygieneorcampaignpreparationprocess,askyour
dataprocessortoadviseyouofanyrecordsontheirliststhatmatchrecordson
thesesuppressionfiles.
Definesuppressionprocessingwithdataprocessor
Onceasuppressionmatchhasbeenidentified,youcanmakeaninformedchoice
aboutthewayinwhichtherecordisprocessed–forexample,whichrecordsshould
besuppressedandwhichshouldnot.
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Subcontractingdatahygiene
Selectingyourdataprocessor
Therangeofservices,methodsandcapabilityfordatacaptureandprocessing
servicesvarieswidelybetweendatasuppliers.
ItisvitalItisvitaltochoosetherightorganisationthatcanmostappropriatelycaterforyour
needs,ratherthanpurelyplacingyourdatawiththecheapestprocessor,togive
youthehighest-valuedataaswellasconfidentcompliance.
Understandthetwostagestodatacaptureforwhichyoushouldassessprospective
dataprocessors:
1.Dataentry
•Convertwritten,printedortelephoneresponsesintoadigitaldatafileviaoptical
scanning,re-keyingortranscription
•Producealistthatisidenticaltotheresponsesreceived,withinformationexactly
ascollected
2.Dataprocessing
•Validating,correctingandenhancingthisdata
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Keycriteriaforselectingadatasupplier
Natureofyourrequirements
Clearlyunderstandyourdataprocessingneeds,includingthelevelofaccuracy
requiredandtheextentoffurtherworkneededonafile,beforeattemptingto
chooseyourdataprocessor.
Relevantexperienceandexpertise
DatacaptuDatacapturemaybecarriedoutfrommarketresearchsurveys,postallifestyle
questionnaires,couponresponses,andsoon.Eachoftheseemploysadifferent
skillsetandpossiblydifferenttechnologiestohandle.
Makesureyouconductduediligencetoengageasupplierwiththeappropriate
knowledge.
Rangeofdatafacilities
SelectadatapSelectadataprocessorthatcanofferthenecessaryfacilitiesifyoumightneedto
validateorenhanceyourdata.
Dataqualitywillbeimprovedifasupplierhastheappropriateservices–suchas
defaultcharactersetting,rangechecksonnumericdata,addressvalidation
procedures,dataenhancementandtelematching.
Secureelectronictransfer
IffIffrequent,regulardatatransfersarerequired,alwaysuseadataprocessorwith
secureelectronictransferfacilities.
Environmentalcompliance
Chooseasupplierthathasastrongenvironmentalpolicyandacommitmentto
improvement.
Yourdataprocessorshouldofferthefollowingservices,whicharenecessaryto
producedatathatmaximisesefficiencyandminimisesmaterialwastage–thus
facilitatinghighenvifacilitatinghighenvironmentalperformanceinyourmarketingactivity:
•Thecapabilitytosuitablymanageandmatchcustomersuppressionfilesagainst
mailingcells
•Thecapabilitytomakeselectionandextractionsfromdata
•De-duplicationofdatatovaryinglevels–atleasttoindividual,family,household
andbusinesssite
•Addressverification,enhancementandsummaryreportgenerationwiththe
RoyalMailPostcodeAddressFile(PAF®)
•SuppressionofprospectdataagainsttheMailingPreferenceService(MPS)
•Suppressionorenhancementagainstcommerciallyavailabledeceasedand
gone-awayfiles
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Partners
Everythingwedoat3dMarketingisaimedatmakinglifeeasierforyouandyour
salesteam.Wedoitbyworkingashardaswecan,sothatourclientscanwork
better,smarter,moreefficiently,morecosteffectivelyandmoresuccessfully.
Itstartswithouruniqueapproach,gettingtoknowyouthecustomer.Our
appapproachtakesawayprohibitivecostsofusinganexternalagency.Itisanapproach
thatmakessoundbusinesssensetoDealerships,ManufacturersandFleet
Managers.Anditendsprovidingaspringboardforyourbusinesstodoevenbetter.
WiththelargestfleetmanagementdatabaseintheUK,ourappointmentsetting,
leadgenerationandtelemarketingcapabilitieswecangiveyourteamsthe
informationtheyneedtodotheirjobs.
TheinnoTheinnovativeformulaofthe3dmarketinggroupcombinesthebestindustry
knowledgewiththelatestground-breakingtechnologytobringnewlucrative
opportunitiestoyou,ourpartner.
Ourclientsvaluethequalityofserviceweofferandthequalityoftheworkwedo.