Data Cleansing

1. Client:

A B2B Marketing Agency

2. Issue:

The client wanted to ensure that any deceased records were removed from campaign data files

3. Solution:

To run every campaign data file against industry suppression databases containing the most up-to-date list of registered deceased people. Due to the nature of the business, B2B, a specific database was required; BSF – this database contains business information, including people at work that have passed away. For B2C data other industry databases should be used, such as Mortascreen, TBR (The Bereavement Register), NDR and others.

4. What we did:

We requested a campaign file from the client, and performed a standard data audit. We found there were no deceased records, but we did find:

  1. Addresses that could be better formatted, resulting in a greater chance of reaching their destination
  2. Addresses that could be enriched, that is adding in data – this process also increases the chance of the the campaign pack reaching its destination
  3. Movers – these are people that have moved address, and are no longer contactable
  4. New addresses – these are people that have moved address and their new address is available – re-engaging with people that know about your business is cost-effective

5. Outcome:

Upon receiving our data audit information the client decided that it was more cost-effective to re-engage with existing contacts and requested that we attempt to find the new address for any movers.

Due to the cost of existing campaign packs the client didn’t want to waste money sending packs to people that had passed away or moved address. We were instructed to remove these records and, where possible, make improvements to existing addresses through data enrichment.