Data enhancement and data cleansing
How can data enhancement and data cleansing benefit my business?
The answer is simple.
Data is the lifeblood of your business. Clean, accurate and comprehensive customer and prospect data is the prerequisite to any sales, marketing and customer management strategy and can deliver a range of benefits for businesses but most importantly it can help boost your sales and increase the lifetime value of your customers. It is a simple fact that in excess of 30% of your customer database will decay each year. That’s 30% of your customers who may never receive your marketing messages again. So data cleaning and data enhancement is essential for your business.
- Data cleansing is a critical for compliance with the Data Protection Act
- Good data quality comprehensive will reduce mailing wastage and enable you to segment your offers and promotions more accurately.
- Data hygiene will save on mailing costs
- Clean data reduces customer defection and improves brand image
- Data cleansing will improve match rates when aggregating database or when adding additional intelligence to your database
- Data cleansing is proven to ultimately improve response rates
What is data cleansing or enhancement?
Data cleaning is the automatic batch process of correcting or removing poor quality or incorrect data from your database or mailing files because it is inaccurate, out-of-date, incomplete, or wrongly formatted. Data can easily be incorrectly keyed and it also goes out of date very quickly, up to 37% in the case of business data in one year. To keep their data clean organisations should review the accuracy and completeness of their databases on
a regular basis to maintain data quality and data integrity.
However you term it, data enhancement, data enrichment and data appending is all the same thing and it can be run at the same time as data cleansing. This is the process of adding extra data your customer records. This data can provide additional customer
insight that can assist customer profiling and understanding.
Blue Sheep draws on its vast data assets to make available key business and consumer attributes and classifications that can be appended to your customer files at postcode, business, household or individual level for further analysis, modelling and data selection purposes. By enhancing your data with some of the following elements you can start to analyse and segment your data for future marketing campaigns and business strategy development. There are numerous data enhancement options available including:
- Telephone numbers
- Fax numbers
- Additional contact names
- Residential or Business location
- Standard Industrial Classification Codes (SIC’s) & ‘Market Sector’ codes
- No. of employees
- Small office/Home office (SoHo’s)
- Household income/Age
- Credit score
- Financial information
- Adding valuable geographic information and mapping (GIS) such as location analysis, distance calculations, spatial analysis, natural boundary analysis, and more
- Enhancing data by classifying, segmenting, and aggregating customer data using advanced statistical methodologies such as factor, cluster, and conjoint analysis
Blue Sheep’s data enhancement services have been designed to make the process of mixed consumer and business data cleansing as quick and easy as possible. It provides all of the major industry files and data cleansing services that you need to keep your data in top condition so you can get smarter with more detailed segmentation and get a deeper understanding of your customers
Data cleansing tools and data enhancement techniques
Blue Sheep uses a variety of data processing techniques to clean and update your customer data files, thus improving the quality and hygiene of individual data records and ensuring they are as accurate as possible. These data cleansing tools and techniques are often referred to using a wide variety of different terminologies:
- PAF Validation/ PAF Cleansing/ PAF Cleaning/ Address Management/ Address Cleaning / Address Validation
- Residency Verification/ Residency Validation/Business Verification/Workplace Validation
- Goneaway Suppression/ Goneaway Screening/Out of Business Suppression
- Mover Tracing/Relocations/New Business Startups
- De-duplication/ Deduplication/ Dedupe/Merge Purge
- MPS Screening/CTPS Screening/ TPS Screening
- Internal Suppressions/ User Suppressions/ Stop File Suppressions
- Salacious Word Screening
- Email append / e-mail append / e-append
- Email Syntax Validation
- Teleappend/ Telematch/ Teleappending/ Telematching
- Data Enhancement/ Data Enrichment/ Data Appending
Data Enhancement Services.
Blue Sheep data enhancement and data cleaning service is one of the easiest ways to improve the integrity of your data. And getting started is easy with our customised data cleansing solution and free data quality audit. So please call us today and have your database assess for accuracy and see what additional enhancements we can make to your files.
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