Phil McMannis, Database Analyst & E-Commerce Project Manager and Liz MacKenzie, Marketing Program Specialist from Experian QAS are invited to talk about the best practices for creating and maintaining a clean database.
- 1. Best Practices: Creating and Maintaining a Clean
DatabaseThursday, July 15 th , 2010 Teleconference:
1-866-237-3252Passcode: 561552
2. Welcome! Introductions and Overview of Todays Session
- Experian QAS reviews best practices for creating and
maintaining a clean database
-
-
-
- Database Analyst & E-Commerce Project Manager, Experian
QAS
-
-
-
- Marketing Program Specialist, Experian QAS
-
- Steps to obtaining and retaining good contact data
-
- Questions from the audience
3. Why is contact data management important?
- Improve communications and increase responses
-
- Ability to market, cross-sell
-
- Timely delivery of products and services
-
- Wasted printing and postage expenses
-
- Efficiency of call center personnel, back-office staff
The right contact data + the right follow up =Improved customer
& prospect relationships 4. Polling Question 1 5. Its not just
about having a database its really about what you do with it!
6.
- Step 1:Understand your data
- Step 2:Clean existing data
- Step 3:Remove duplicate records
- Step 4:Enhance and update data
- Step 5:Verify data during all capture processes
- Step 6:Continue to enhance, update, and learn
Steps to Clean and Maintain a Clean Database 7. Step 1:
Understand your data
- Key questions every organization should ask:
-
- Where does the data come from?
-
-
- Who enters it (customers or staff)?
-
-
- Do they want to get it right?
-
- What, if any, controls are in place?
8. Step 1: Understand your data Build a Data Spider Multi-
Channel Retailer Web/Online Call Center Mail/Fax Stores Fulfillment
Marketing Customer Service Finance 9. Step 1: Understand your data
Outline the Challenges of Data Capture
-
- People arent paying attention
-
- Misinterpret what a customer is saying
-
- High pressure environment
-
- Customers unwilling to provide contact details
10. Step 2: Clean existing data
-
- Dont be afraid to get your hands dirty, manually review records
to see how it actually looks
-
- Completeness dictates if fields need to be filled in via
appending
-
- Leverage 3 rdparty data as well as your own
- Dont Underestimate Addresses
-
- Its one of the strongest pieces of data you have
- This is the traditional scrubbing, batching or old school
cleaning
11. Step 3: Remove duplicate records Can you merge first?
- If possible, merge records into a centralized master file
-
- Results in a singular view of the customer
-
- You can better understand and segment your data
-
- Economies of scale on de-dupe, append and enhance
- BUT This isnt always an option as it depends on
infrastructure
12. Step 3: Merge and/or de-dupe records
- Decide what elements to match on
-
- Matching elements determine where duplicates can be found
- Use a tool with fuzzy or flex matching
-
- This allows for a greater match rate
-
- Helps to find duplicate records that may not have been
identified with more rigid matching
Physical + Name or Email Address/Household Dougherty = Dorty
PhoneticNational Broadcasting Company = NBC Acronym Wilson = Wislon
Character Occurrence William = Bill = Will = Billy Table-based Mr.
J. Smith = John Smith = Smith John Element Matching Shoe Size, SSN,
Customer Number Custom Field Example Match Type 13. Polling
Question 2 14. Does your data make you look like a spammer? 15.
Step 4: Enhance and update data
- 75% of organizations use at least one data enhancement
set(Source: Dynamic Markets Limited, January 2009)
-
- Perform NCOA Linkprocessing
-
-
- USPS processes over 43 million permanent Change of Address
(COA) orders each year
-
-
- 15% of Americans and 19% of business move annually
-
- Append geo-demographic data including:
-
-
- Latitude/longitude coordinates
- Segment your file increase your ability to target
customers
16. Polling Question 3 17. Step 5: Verify data during all
capture processes
- Know where your data is being collected and entered
-
- Have a standardized process in place so that all information is
being captured in the same way
- Verify against a reputable third party source
18. No Verification or Cleansing Interactive version
atwww.qas.com/home 19. Post-Capture Cleansing Only Interactive
version atwww.qas.com/home 20. Cleansing and Verification at One
Capture Point Interactive version atwww.qas.com /home 21. Cleansing
and Verification at Some Capture Points Interactive version
atwww.qas.com /home 22. Cleansing and Verification at all Capture
Points Interactive version atwww.qas.com /home 23. Step 6: Continue
the cycle - enhance, update, andlearn
- Data changes constantly and needs regular check-ups
- Continuous database maintenance it allows for:
-
- Better assessment of the quality of data after each strategy is
implemented
-
- Ensuring that old data is refreshed and continues to perform
for future campaigns
24. QAS Products & services Real-time verification Clean
& enhance
- QAS Bulk Processing(Web Based)
- Phone & Email Batch (Service)
- QAS Pro On Demand(Software as a Service)
- QAS Pro API(Integration Toolkit)
25. Questions Questions after the event? Email:
[email protected] Call: 888-727-3985Visit:www.qas.com ? Submit
your questions now! 26.