A DMP (Data Management Platform) is used to collect, organise and optimise data from different sources. Data Management Platforms help organisations understand more about customers by matching data against 3rd party lists, segmenting customers into marketable groups and ensuring data is accurate.
Data collected in the DMP is used for personalisation in marketing and advertising, as well as ensuring data quality.
Using a DMP, such as REaDOnline, is a great way to improve marketing efforts and engage with customers using more targeted communications. All whilst keeping data organised and centralised in one platform.
A lot of companies already consider using a data management platform, but need to learn more about it before going ahead. How does a DMP work? How does it integrate with current marketing activities?
This guide covers everything you need to know about Data Management Platforms. From how they work, the kinds of data they handle, and how they enhance your marketing.
How does a DMP work?
A Data Management Platform works by gathering your customer data and storing it in a centralised database. Stored data may include customer information, demographics, buying habits and contact details.
As an audience-focused solution, DMPs help marketers draw insights from the data, using first, second, and third party data to validate the data quality and create segmented audiences.
As well as improving the quality of data and creating segmented audiences, DMPs work by unifying datasets all in one place – making it simpler for organisations to manage data.
DMPs can help improve data quality by auditing the dataset for inaccuracies, duplicates, and formatting errors.
For example, the platform can ensure the data is kept clean through data cleansing methods. This cleans data by measuring the details against 3rd party data lists. So, for example, if a customer had changed their address, the DMP could update the contact address details, using goneaway suppression to cross-reference this information against up-to-date databases. Similarly, a DMP can use deceased suppression to identify and remove deceased individuals from the database.
Additionally, Data Management Platforms help validate email addresses and check name formatting to ensure the data is of high quality.
This is a vital aspect of data management for any organisation, in any sector. If data is inaccurate, it is simply not useful to the business. In fact, 69% of organisations say that inaccurate data is the biggest challenge in data management, according to a study by Experian.
The DMP can also check for duplicate information, keeping data clean and accurate to ensure that the organisation is engaging with active customers, and is not sending duplicate communications.
As well as ensuring that information is accurate, Data Management Platforms can enhance your database using Data Enrichment and Data Segmentation methods.
This can help organisations develop more personalised experiences for customers and prospects. For instance, by using the DMP to segment audiences into meaningful groups. Based on shared qualities, these segments can then be targeted using tailored communications.
As a result, businesses can expect to see better return on investment from their marketing campaigns, since communications are more targeted towards the intended audience. Personalised communications are also shown to increase trust between consumers and brands.
DMPs help make data management more straightforward. Designed to bring all data into one place, Data Management Platforms are a dream come true for marketers. With a centralised view of customer data, organisations can optimise campaigns with more comprehensive data insights.
With unified data, all in one place, this makes day to day data management easy and simple. Not only does this make customer data easier to manage, it can also help piece together valuable information about customers to reveal key insights.
As a result, organisations can understand their customers better and develop more effective marketing campaigns.
Using a data management platform
Using a Data Management Platform is actually pretty straightforward. Data management is one of the most important, but time-consuming processes for any modern marketer. As a result, Data Management Platforms are designed to take the hard work out of handling data.
In a study from Experian, 83% of organisations said that data formed a central part of their business strategy – so it’s vital that DMPs offer a simple solution.
Our own DMP, REaDOnline, offers an intuitive user interface, making it easier than ever to manage and optimise your data.
How DMPs use data
Data management platforms often use a variety of customer data sources to ensure the data is accurate, and also enhance it with relevant information. DMPs can combine first, second and third party data, allowing businesses to gather customer insights all in one place.
This is especially useful for organisations that collect customer data through a variety of sources. For example, for companies who collect data from website visits, also buy prospect databases.
REaDOnline lets users upload data from a variety of sources, which is then audited
Using this combination of data, DMPs can:
- Collect data from different sources (online, offline, first-party, second party, third party)
- Enhance data by creating targeted audiences
- Clean and validate the data by cross-referencing databases
REaDOnline is the Data Management Platform from REaD Group. Our platform helps businesses easily manage and enhance their data. Combining the most accurate and comprehensive data available in the UK, REaDOnline cleans and enhances data in a few simple steps.
Simply register for an account and login to the REaDOnline portal. From there, upload your data to get started.
Have a question?
Have a question before getting started? Get in touch with our team, who will be happy to help you with the right advice.
Data is an essential part of almost every key business decision. Effective marketing, analytics and customer engagement are only possible with quality data, making it essential to keep your data clean and up to date with an effective data management strategy.
Essentially, poor quality data almost certainly means bad results, which is where data cleansing can help.
Data cleansing is a data management process that helps ensure your dataset contains accurate and compliant information. Without clean data, businesses and organisations are unable to make informed decisions based on reliable data, and are at risk of facing GDPR fines.
For instance, data cleansing helps keep vital customer data up to date, such as if a customer has changed address, phone number, or other contact details.
Additionally, data cleansing ensures that business datasets remain GDPR-compliant. This is essential for any business that acquires and holds customer data, as non-GDPR-compliant organisations run the risk of legal intervention and brand damage, as well as substantial fines.
Besides keeping your data accurate and legally compliant, there are many benefits to data cleansing. Not only does clean data ensure that you are targeting active customers with relevant communications, but clean data can also help businesses save costs, run more efficiently, and avoid brand damage.
What is data cleansing?
Data cleansing is the process of reviewing and removing inaccurate, incomplete, or irrelevant data from your dataset. Data can become inaccurate in several ways. Over time, businesses acquire large amounts of customer and prospect data, and no matter how good the data capture and management systems are, there will be errors, duplication, or incomplete information in the dataset.
Data cleansing allows businesses and organisations to keep datasets clean and accurate by ensuring it only contains information that is meaningful, accurate and complete. This data can include customer names, phone numbers, email addresses and physical addresses, and can also include more specific customer details such as buying habits.
If data is incorrect, this can result in unreliable outcomes that can consequently cost businesses money and cause brand damage. For instance, if you were to plan a direct mail campaign, then you’d need to make sure that your customer address information was correct in order to ensure the most reliable results.
Why is data cleansing important?
As data becomes more and more central to the ways businesses operate, data cleansing plays a more important role than ever in ensuring that data is clean and accurate.
Businesses and organisations rely heavily on the quality of the data they collect and hold, particularly in the current digital age of marketing where businesses primarily engage with customers using digital communications.
Additionally, customer data must remain GDPR-compliant after the introduction of new legislation in 2018. This introduced strict new data protection laws relating to business data collection and retention processes.
There are many benefits to data cleansing that make it such an important business process. These benefits include the following.
1. Save costs
Data cleansing helps save costs that arise as a result of errors. It costs money to hold data, and if portions of that data are incorrect or irrelevant, this wastes money and budget that could be spent on retaining better quality data. It also costs to pay staff who are responsible for processing and troubleshooting data errors and inconsistencies, all of which can be avoided with a clean dataset.
2. Use your data for multichannel purposes
Data can be reused for a variety of marketing purposes, from email marketing, direct mail, customer engagement strategies and more. With a complete dataset of phone numbers, email addresses, physical addresses and additional variables, your marketing efforts can be easily widespread across different marketing channels. This makes data cleansing a useful tool for improving customer engagement.
3. Remain GDPR-compliant
As of 2018, GDPR laws have affected the way that businesses acquire and handle customer data. Data cleansing helps businesses stay compliant with the law, which not only helps prevent the possibility of lengthy and costly legal battles, but also helps protect against potential brand damage.
4. Identify gone away and deceased individuals
One of the most common mistakes businesses make when using data is to assume that every contact is active, and that individual details are up to date. Data cleansing helps businesses identify individuals who have either moved home, or individuals who have passed away. This is identified through goneaway suppression and deceased suppression services.
It is important for businesses to stay respectful of such life events. For example, sending communications to deceased contacts can be highly distressing for family and friends of the individual.
5. Make quicker business decisions
A major benefit of data cleansing is that clean data can help support better decision-making processes. Having a clean dataset gives a more accurate overview of customer information and analytics, which allows businesses to make decisions more confidently and strategically.
6. Improve work productivity
Data cleansing can help improve team productivity by keeping the datasets they work with clean and accurate. This avoids the need for workers to sift through large and potentially irrelevant datasets by ensuring it only contains high-quality information.
For larger datasets, teams may not have the appropriate resources or time to manually review customer information, making it beneficial to maintain a clean dataset from the outset.
7. Improve customer acquisition and retention
Simply put, customers can only be acquired successfully if the data you hold on them is correct. Clean prospect data ensures that you are reaching out to valid contacts and ensures that you are communicating with those customers appropriately. A consistent and clean approach to data will also help speed up the onboarding process and give the customer a better experience.
How does data cleansing work?
There is no one set way to clean data, and the data cleansing process can be different depending on the kind of dataset.
For most customer datasets, the data cleansing process involves a full review of the dataset, followed by detailed techniques to remove incorrect or duplicate data. Data cleansing also involves resolving structural errors, whereby there are inconsistencies in the formatting of data.
The data cleansing process can be quite complicated when there are many data variables involved, and many types of irrelevant data. That’s why our data management experts help businesses keep their data clean with our market-leading REaD Cleanse service.
1. Removing unwanted data
Removing irrelevant data is the most important step in the data cleansing process. This includes removing errors, unwanted and duplicate data.
It is very common for duplicate data to occur in datasets, often as a result of many datasets being combined across different platforms or departments. Not only does removing duplicate data help save businesses costs, but it can also prevent customers from receiving the same communications twice.
Irrelevant data can present itself in any kind of dataset. Data can become irrelevant if it is outdated, or contains errors such as incorrect addresses, names or numbers. Our goneaway suppression services validate data across multiple sources to keep contact addresses up to date. Data can also be irrelevant if it does not suit the needs of the business or campaigns.
For instance, if customer data exists for a demographic that does not apply to your business, consider having this removed to maintain more targeted communications.
2. Correcting formatting errors
Data errors do not occur only as a result of incorrect information, they also occur as a result of incorrect formatting. The naming conventions used in your dataset must be consistent for the information to be useful. Naming conventions can sometimes differ across platforms, causing inconsistencies when datasets are consolidated.
For instance, you may find that there are discrepancies between terms such as ‘surname’ and ‘last name’, or ‘N/A’ and ‘not applicable’. Inconsistent data formatting can mean that this data is not categorised properly.
3. Validating data
Data errors can be difficult to spot when cleansing your own data. For instance, it is hard to know whether customer contact information is still correct, or if an individual is still active.
Data validation often requires the support of professional data cleansing services to accurately validate information. Data professionals, such as REaD Group, have access to comprehensive databases in order to cross-check data and handle missing data. This includes:
- The Bereavement Register – a reliable, up-to-date record of confirmed deceased individuals.
- Gone Away Suppression File – the most accurate database for identifying people who have relocated.
How clean is your data?
Clean data is essential to business success. It is important to examine your data and evaluate the overall quality. If you suspect that performance is not reaching its potential because of low-quality data, here are some quick ways to check whether your data requires a clean-up.
Quality data check
- Is your data accurate? Check whether your data reflects the values that they should.
- Is your data complete? Check whether your data contains any missing values.
- Is your data consistent? Check whether your data has any inconsistent categories or naming conventions.
- Is your data formatted correctly? Check whether your data contains any spelling errors and uses the same units of measure throughout.
Start cleansing your data
At REaD Group, we are experts in data cleansing. We take a tailored approach to your data in order to cleanse it in a way that suits your business goals and ensures your data is high quality.
Get in touch
Your data is decaying at a faster rate than ever before – bad data is bad news for your business decisions, marketing campaigns and brand!
- Make more informed decisions and more targeted campaigns
- Improve campaign performance
- Reduce campaign costs
- Improve delivery rate
- Increase ROI
- Protect your brand
- Improve customer perception and brand experience
It has never been easier to manage your data responsibly and maintain a high standards for accuracy and compliance. With a choice of providers and a range of services available to suit any requirements and frequency – managed, self-service, automated, integrated via API for real-time screening – there really is no excuse not to keep your data clean, compliant and ready for action!
Discover REaD Group’s suite of data cleaning products here
Or explore our trusted data solutions here
In an exciting industry collaboration, we have joined forces with The Software Bureau, Royal Mail and Mortascreen to launch Clean Contacts, the first data hygiene product for users of Microsoft Dynamics 365, one the world’s largest CRM platforms.
To mark the launch we commissioned a new study which reveals that the rate of data decay has accelerated by 0.5 per month meaning that annual data decay now stands at 37.5 per cent per year due to the impact of Covid on the UK’s rate of mortality and homemovers. In July 2020 the Chancellor introduced the Stamp Duty Holiday to reignite the UK economy following Lockdown 1.0. This has resulted in the most buoyant property market since 2008 with a 10 per cent year-on-year rise in homemovers. Tragically, the pandemic has also led to a significant rise in the UK death rate which is currently running 15 per cent higher than average.
Hosted in Azure, Clean Contacts enables automated batch data cleansing of UK consumer data which enables Microsoft Dynamics 365 customers to identify if an individual has moved home, where they have moved to or if they have passed away. It draws from a pool of over 250 million verified, regularly updated records from ourselves, Royal Mail and Mortascreen.
Microsoft Dynamics 365 is the first CRM platform to offers in-platform data hygiene making the process less time consuming, more efficient and significantly less risky as the data does not leave the Microsoft ecosytem. Clean Contacts is configured to work within API limits, little storage is required and there is an easy and transparent subscription pricing model starting at £51.75 per month.
Comments Jon Cano Lopez, CEO of REaD Group:
“With the impact of the pandemic on data decay, data cleansing is becoming increasingly important, particularly for organisations that are increasing marketing activity at this time in order to keep customers engaged. That is why we are excited to be involved in this first ever industry collaboration to create a one-stop data hygiene solution for the customers of Microsoft Dynamics 365.”
Continues Lucy Bourne, Partner Development Manager, Microsoft Business Applications:
“We are delighted to welcome Clean Contacts onto the growing global ecosystem of solutions for Microsoft Dynamics 365 customers. The fact that we are the first platform to carry an in-platform data hygiene solutions demonstrates the importance we place on GDPR and best practice marketing. SMEs make up a large proportion of our customers in the UK and this will be a welcome solution for them to be able to clean and update their data quickly and easily – all within the safety of the Microsoft ecosystem.”
For more information please visit Clean Contacts
Data quality is more important than it has ever been and for brands within the insurance sector – it is essential!
Ensuring that the customer and prospect data you hold is accurate, up to date and compliant is a benchmark of responsible data management and marketing. Consumers expect it, the law requires it and it delivers massive cost savings, better ROI and reduces the risk of brand damage.
The Covid-19 pandemic has seen a huge shift in consumer behaviour, trust and brand loyalty in the insurance sector . The Edelman Trust Report – Brand Trust in 2020 – shows 44% of Insurance consumers are open to switching to alternative providers that have demonstrated a more compassionate and personal approach to communication this year. The importance of personal experience has become central to any successful marketing channel in 2020, and building that trust through personal, timely and accurate communication is essential to your brands reputation, growth and retention. The Croud 2020 ‘Covid 19 and the financial Vertical’ express that 60% of consumers agree that personal experiences ensure that much needed consumer loyalty.
A key part of maintaining this trust is through the consumer data you hold and how you use it. Data quality is the first step to ensuring brand reputation and loyalty in this uncertain time. The best place to start is through the identification and suppression of individuals who have moved from the address you have in your database using a credible suppression file such as REaD Groups definitive Gone Away Suppression file (GAS). Why compromise the success of your campaigns, risking the reputation of your brand and trust of your customers or prospects by continuing to send communications to individuals using their old address?
Using a credible Gone Away Suppression service will bring many business benefits:
- Reduce campaign costs and improve ROI
- Prevent the brand damage caused by sending mail addressed to previous occupants
- Help you to adhere to the data quality requirement under Data Protection Act 2018
- Help you to keep in touch with customers and supporters and maximise retention and LTV
Keeping your student database clean and accurate has never been more important for your institution. By following legislation you can ensure a more effective and altogether improved approach to responsible marketing, improving campaign targeting, reducing costs and increasing ROI. Your data has never been easier to achieve and maintain!
Bad data is bad news for your institutions decision making, marketing campaigns and overall brand reputation.
You must ensure all deceased contacts are removed to avoid unnecessary upset to those receiving it.
In line with Article 5.1 (d) and GDPR regulations it is the law to keep your student and prospect data clean and accurate.
Clean, accurate and good quality data means better, more informed decisions and more targeted campaigns for your students.
It is essential to have good quality data to enhance campaign performance and brand reputation.
Reduce costs and improve delivery rate.
Increase your institutions brand reputation with more accurately addressed and delivered campaigns, decreasing the damage done by incorrectly mailing to goneaways and deceased records.
Students and prospects expect their data to be accurate and managed responsibly and compliantly.
It has never been easier to manage your data responsibly and maintain a high standard for accuracy and compliance. With a range of providers and choice of services available to suit your requirements in the education sector.
- Integration via API for real-time screening
There really is no excuse not to keep your data clean compliant and ready for action!
Talk to our education leads and data cleaning experts at REaD today to find out the best data quality solution for you https://readgroup.co.uk/services/data-quality/
Data quality is more important than it has ever been. Ensuring that the customer and prospect data that you hold is accurate, up to date and compliant is a benchmark of responsible data management and marketing. Consumers expect it, the law requires it and it delivers massive cost savings, better ROI and reduces the risk of brand damage.
A key part of maintaining the quality of the consumer data you hold is the identification and suppression of individuals who have moved from the address you have in your database – using a credible suppression file such as REaD Groups definitive Gone Away Suppression file (GAS).
Why compromise the success of your campaigns and risk the reputation of your business by continuing to send communications to individuals using their old address?
Using a credible gone away suppression service will bring many business benefits:
• Reduce campaign costs and improve ROI
• Prevent the brand damage caused by sending mail addressed to previous occupants
• Help you to adhere to the data quality requirement under Data Protection Act 2018
• Help you to keep in touch with customers and supporters and maximise retention and LTV
Keeping your data clean and accurate has never been more important for your business. Removing deceased contacts and gone-aways is the right thing to do to to adhere to legislation and responsible marketing practices. Ensuring data is accurate will also improve campaign targeting, reduce costs and increase ROI. And it has never been easier to achieve and maintain.
Here are just 10 good reasons to make data quality a priority in your business!
Your data is decaying at a faster rate than ever before – bad data is bad news for your business decisions, marketing campaigns and brand!
You MUST remove deceased contacts to avoid unnecessary distress to relatives and associated brand damage caused by continuing to contact deceased individuals.
It’s the law to keep your customer and prospect data clean and accurate! GDPR Article 5.1 (d) specifies explicitly that data must be kept “accurate and, where necessary, kept up to date”.
Clean, accurate and good quality data means better, more informed decisions and more targeted campaigns.
Good quality data is proven to improve campaign performance.
Reduce campaign costs and improve delivery rate by removing inaccurate data.
Improve campaign ROI by only sending campaigns that are accurately addressed and delivered to the right individual.
Protect your brand from the reputational damage caused by sending incorrectly addressed mail and mailing goneaways.
Improved customer perception and brand experience. Consumers expect their data to be accurate and managed responsibly and compliantly.
It has never been easier to manage your data responsibly and maintain a high standards for accuracy and compliance. With a choice of providers and a range of services available to suit any requirements and frequency – managed, self-service, automated, integrated via API for real-time screening – there really is no excuse not to keep you data clean, compliant and ready for action!
One of the interesting – and worrying pieces – of feedback we have been getting here at REaD Group during the Covid-19 crisis is around use of data hygiene products. As more and more businesses move on-line to reach and engage their customers, there seems to be a feeling that this removes the reason to clean the customer base.
The logic seems to be that if there is no mailing planned, and therefore nothing physical going to the address, then there is no need to ensure the person is still at that address, hasn’t moved or passed away. We have had this feedback from a university, a major retailer and a smaller charity.
I’m sorry, but I have some news for you – this isn’t a choice, it is the law!
Under section 5.1 (d) of GDPR, copied for interest below, the guidance is to ensure you keep any names and addresses you hold up to date. And not just because you might want to mail them or send something to them.
But don’t take our word for it, check with your compliance team.
Of course, there is a reason for this and it is about consumer trust. If I share personal details with you, I expect you to keep that information up to date. It is the least you can do really. As a consumer, I will try to share with you information on when my circumstances change but sometimes I will forget. So, using available tools to do so makes sense.
And that trust manifests itself in many ways, I will buy more from the brands I trust, that I believe are doing the right thing, that treat me in the right way.
Talking of brand, there is another side to this. One that is sadly very relevant right now and that is that some of your customers will have passed away. If you do not put measures in place to ensure you are screening your data to identify deceased contacts, could cause serious distress and brand damage. At REaD Group, we feel this is so important that we have created The Bereavement Register (TBR) Daily. TBR Daily allows you to match your data against the deaths that have been registered the day before to keep your data as up to date as possible.
So next time you find yourself thinking that you don’t need to clean the data that you hold – because you are currently not mailing – please think again! For your benefit and for the end consumer.
Relevant statement in the GDPR Article 5.1 (d):
Personal data shall be;
(d) accurate and, where necessary, kept up to date; every reasonable step must be taken to ensure that personal data that are inaccurate, having regard to the purposes for which they are processed, are erased or rectified without delay (‘accuracy’);
We are now well and truly embedded in the 4th industrial revolution. With the transformative development and adoption of technology has come the dramatic increase in the volume and importance of the fuel that drives that technology – data. Having been working in the data industry for more than 30 years, I have seen ﬁrst-hand the dramatic growth and impact that data is having on consumers and businesses.
The stats are staggering – IBM research from 2019 calculated that 90% of the data that exists today was created in the last two years and the IDC estimate that over 2.5 quintillion bytes of data is created every day at the current pace. Stop and think about that for a moment. That’s a phenomenal amount of data to collect, process and hold, however data savvy you are! And with this vast – and ever growing – volume of data comes greater responsibility. In the GDPR era, that responsibility has legal implications and the potential for business damaging ﬁnes and reputational damage.
The old adage ‘garbage in, garbage out’ has never been more true or more important for businesses. Good quality data means better business decisions, better marketing and more proﬁtable relationships. As a strong proponent of responsible data management and, transparency, I am talking to clients and partners every day about data quality and I am encouraged that this is now very much on the agenda.
Ultimately, the message is simple – treat your data assets with the respect and care they deserve and reap the many rewards.