Post on 16-Dec-2015
Managing data integrity with confidence
Rebecca ClaytonTFM
9th February, 2005
Rebecca ClaytonTFM9th February 2005
Managing data integrity with confidence
Today’s agenda
The importance of dataData decayAn effective data strategyMaintaining and enhancing your dataThe QAS approachBenefits of an operational data strategy
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
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
Organisation-wide issue
Strategic issues:capturing data consistentlymaintaining dataenhancing data
Not just about saving money but making money
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
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
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
Data decay – the causes
Data collection from different sources can cause duplicationsLack of budget for regular verificationLack of awareness of data accuracy solutions available
Lets do some numbers
30 pieces in one month£1 per piece +0.21p to mailOver 12 months £435.60
B2B vs B2C
“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
“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
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
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
Good newsMore board buy inMore InvestmentMore personnel
ConcernsLack of data accuracy technology
Increased commitment
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
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%
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
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
The data integrity proposition
More than just names and addresses
Enhancing records
Suppressing records
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
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
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
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
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
So what can we do about it ?
Data strategy – a consistent approach
Enterprise wide championsCapturing data across different customer touchpointsCleaning, maintaining and enhancingUsing data confidently
Becoming confident
Self assessment auditMeasure data quality – the complete recordSet targetsGet buy in
Measure and improve
58.6%
7.1%
12.6%
0.3%
9.3%
12.0% 0.1%
Verified correctGood matchTentative matchPoor matchMultiple matchesPartial matchUnmatched
Get your customers to help
Give customers every opportunity to manage and update their own information
Envelopes, DM, billing, web, email, phone calls, meetings
Routine contact validation
Phone
Suppression
Report success
Good data is good for everyone Make it part of the culturePolicies and trainingIncentives
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
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
We can help you with your data integrity strategy.
Visit us on stand D40 for advice and live demonstrations.
www.qas.com/uk