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.
By Chris Turner, Head of REaDConnect, REaD Group
Data Quality isn’t sexy. I’m under no illusions – and I won’t attempt to convince anyone otherwise! In the data world it has always been overshadowed by the much more exciting work conducted by insight and data analytics teams. Personally, when I think of ‘data scientists’ I picture individuals with futuristic-looking headwear concocting miraculous solutions and shouting ‘Eureka!’.
However, by ignoring the first step of ensuring that your data is up to date and accurate you impact on the success and profitability achieved by these subsequent (albeit more glamorous) data projects. No longer something to be put off or overlooked – data quality should be championed and recognised as the bedrock to campaign success!
As well as being fundamental to campaign performance, it is crucially now law to keep data up-to-date and accurate! Article 5.1d of the GDPR clearly states that:
personal data shall be 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.
Since the Regulation’s implementation and the ICO’s ‘Your Data Matters’ campaign (designed to educate the public about its rights under GDPR), consumer expectations around data quality have never been higher.
Research finds that 72% of consumers expect companies that hold their data should get it right every time or most of the time. But what they actually experience is a different story, with almost half of consumers stating that companies get their data wrong sometimes or more often than not. [GDPR Impact Series 2018: Accuracy and Relevancy]
There is also the potential for costly brand damage to consider. An individual who has recently moved address and is still receiving the mail of the previous occupant will most likely be less than impressed and less likely to use the brand who is sending them inaccurate mailings. Furthermore, a bereaved family who are still receiving mailing addressed to a deceased relative will be caused unnecessary distress and anguish.
No longer a burden!
The important thing to remember is that data quality should be a priority for all companies, not just larger business. While in the past data cleaning often involved a lot of manual processes that took up a lot of time and resources, the entire process can now be automated. Easy to implement, cost-effective solutions that are delivered in real-time are now available, such as REaD Group’s REaDConnect.
25% of businesses say that accessing accurate data is a problem
The reasons for general data hygiene have never changed, and it is high time that businesses realised their obligation to comply with GDPR. More than this, however, this all ties into the underlying principle of the new Regulation: putting the customer first. It may not be sexy; it may not be glamorous – but data quality should now be top of the agenda. Clean your data and the rest will follow.
Contact us today for your free data quality consultation!
According to a recent dun&bradstreet report, The Past, Present and Future of Data, one in five businesses admit they have lost a customer due to incomplete or inaccurate data.
And this was identified as being a challenge across businesses of all sizes: 25% of businesses with over 500 employees, 32% of businesses with between 250 and 500 employees and 16% of smaller businesses (0 -10 employees) having lost customers as a result of using poor quality data.
That’s pretty damning stuff. Particularly when you consider that it costs anything from five to 25 times more to acquire a new customer than to retain one. Even at the lower end of that scale, very few businesses can afford to be losing customers, revenue and sacrificing hard won LTV at that rate.
Data has undoubtedly become an integral part of how businesses function today, but it is essential to ensure that this data is the RIGHT data.
58% of businesses worry about the accuracy and completeness of their data [dun&bradstreet – The Past, Present and Future of Data 2019]
Continuing to market to the previous address of individuals who have relocated will waste precious marketing budget (which could be better allocated elsewhere) and risk losing contact with customers who may become lapsed as a result. The current occupiers of that property will also be far less likely to engage with a brand that is inundating them with a previous-tenant’s mail.
Similarly, failing to screen for deceased contacts in your database will also waste marketing spend – and more importantly will have the potential to cause distress to the families of those still being contacted. Why risk damaging your brand’s reputation? Furthermore, why risk inviting penalties from the ICO for non-compliance to GDPR Article 5?
In these competitive times, with consumers that are more demanding and less loyal than ever, losing customers due to inaccurate data is pretty poor business and, in reality, a very easily avoided reason to lose a customer!
As the memories of Christmas overindulgence and lethargic bliss begin to fade, we must begrudgingly turn our attention to the new year. Back to business. While the usual resolutions of healthier eating and gym memberships may, in some cases, not last till the end of the month, there is a certain resolution we recommend you make in 2019…and stick to! Quite simply – CLEAN YOUR DATA.
Data is the cornerstone to any campaign. By using poor quality data, you immediately put yourself at a disadvantage and this will have a knock-on effect to the rest of your marketing endeavours. Ensuring your data is clean and accurate from the start will provide the best foundation for all subsequent activity.
Not Just Good Sense, But Law!
One of the key requirements of last year’s new data regulation (GDPR) is that inaccurate data must be rectified and cleaned without delay – or deleted (Article 5(1)d). The primary focus for many companies in the lead up to GDPR’s implementation was understanding the legal bases for processing data, with the majority concentrating on consent. However, it has been very encouraging to see more and more businesses acknowledging their obligation to data accuracy.
We have it on good authority from some of the UK’s leading retail brands that data quality is high on the agenda for 2019:
‘‘to ensure we hold the most accurate and up to date customer data, as well as continuing to fulfil our obligations under GDPR and relevant mailing requirements.’’
Customer trust can be very difficult to cultivate. With a number of scandals surrounding data occurring last year this is more true now than ever. Consumers are becoming increasingly concerned about the data they share, and increasingly savvy when it comes to data protection law and their rights. In research conducted by REaD Group last year we found that more than 70% of consumers expect their data to be accurate [Source: Accuracy and Relevance – GDPR Impact Series 2018]. The tolerance for companies getting it wrong is decreasing all the time.
The risks of brand damage incurred from using poor quality data are huge. In the age of social media, headlines are no longer necessary for news to go viral – anyone with a Twitter account can now wreak untold damage with 280 words and a well-placed hashtag!
More than the prospect of brand damage, companies now have a duty to consumers to be transparent and responsible when handling their data. This is, after all, why GDPR was introduced. This responsibility extends to ensuring that data used for campaigns is accurate.
Unnecessary distress and anguish is caused by continuing to contact deceased individuals in your database – and will certainly make most people think twice about continuing to use your brand in future. Many consumers now consider it a given that companies make the effort to keep track of relocations and goneaways.
Unlike dragging yourself out of bed at silly o’clock for that early morning run or eating that quinoa salad (while your colleague demolishes that burger and chips) – data quality doesn’t have to be a struggle! With established and trusted data quality services such as GAS, TBR and GAS Reactive from REaD Group – available via a choice of flexible delivery methods to suit organisational and technology requirements, it is now achievable and affordable to optimise the accuracy of your data.
Start this year right – contact us today for your free data quality consultation!