1. Making the most of data – more than just getting it right Presented by: Nicholas Henderson Date: 25 th May 2007

2. A journey not a destination Using it to your advantage

3. Making the most of your data Data Collection Clean and suppress MPS/TPS/FPS Mortality files NCOA and Goneaways Names data Business data International data Enhance Geographical data Government data Utility data Geodemographic data

4. The fundamentals

5. Database degradation 13%* 600,000* 1.3 million* total 14.5 million 320,000* total 3.3 million 14% per year *Source: ONS

6. What is Suppression Data? Goneaway (Royal Mail, Experian) Change of Address (Royal Mail) Deceased (Experian) Do Not Contact/Preference (DMA) “Suppression should be viewed as an essential part of data quality assurance” Sarah Burnett Senior Researcher Nov 2006

7. Why suppress? - Reduce returned mail - Protect reputation - Avoid fines - Impact on environment - Compliance - ID Fraud

8. The fundamentals

9. Where is data being used? Marketing Sales Finance/billing Distribution Customer care/support HR MIS

10. Segment your database

11. Building on the foundations Data is a key business asset International data SIC codes Consumer names MOSAIC lifestyle data Business names Telephone numbers Local authority data Grid referencesNot Yet Built data Employee numbers Length of residency data Company registration numbers Utility data Mailsort codes Fax numbers

12. Building a picture of ‘the customer’ Lifestyle data Local Government data Geographical data Not Yet Built data Utility data

13. Exercise

14. Benefits Increased ROI Identify new opportunities More targeted messaging Better customer retention More effective marketing spend