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DQ Blog Delete Duplicates Green and Lean Marketing and its Data Quality

Green and Lean Marketing and its Data Quality

Martin Doyle March 23rd, 2010 Data Quality

Do you want to increase your marketing ROI?

Protect your brand?

  • Cut your marketing spend
  • Help save the environment?

When you print and transport duplicate mailings by road, rail, plane etc. you are damaging the environment, alienating your clients and squandering precious budgets.

The UK direct marketing industry is responsible for producing 550,000 tonnes of paper mailings each year. With 1-5% of all public and private sector data inaccurate, 27k tonnes of mailings never reach the intended recipient or our wasted mailings.

Through the use of data quality tools we can help save those 27k tonnes of paper mailings, and if using Email marketing, we can help to save the embarrassment and brand damage associated with duplicate emails.

Lean Marketing

Based on five Japanese words that begin with ‘S’, the 5 S Philosophy focuses on effective work place organisation and standardised work procedures. By following our advice, not only will your data be lean and green, you will be on your way to securing your BSI PAS 2020 certification.

The reasoning behind the 5 S’s is to simplify your work environment, reduce waste and non-value activity whilst improving quality efficiency and safety. So how does this relate to data?

  • Sort (Seiri)?
    Eliminating unnecessary waste (data), often by red tagging obsolete, unused and incomplete data.
  • Set in Order (Seiton)?
    “A place for everything, and everything in its place”. By considering what is needed to complete your task, you can store and organise your data in the most effective and efficient way.  The questions to reflect on are:1. What data do I need to do my job? (e.g. CRM, marketing campaign, finance)
    2. Where should I locate this data?
    3. How many of this item do I need?
  • Shine (Seiso)
    Once your data has been red-tagged, all duplicates have been eliminated and it has been interrogated into the correct order is time to cleanse the data. Such cleansing (suppression against TPS, deceased, gone away, address correction etc) should be carried out regularly to ensure data is kept valid and up to date. If these changes to the data are ignored, this could lead to a negative impact on the company’s bottom line by increased costs and brand damage
  • Standardise (Seiketsu)
    Now your data is fit for business use, you need to concentrate on standardising data best practises. Ensure everyone understands the data capture process, try to align departments with different databases and make sure communication is kept open between all staff members
  • Sustain (Shitsuke)
    Your data has now gone from a ‘right state’ to ‘the right state’. By removing friction and enabling smooth operations you now have a clear picture of your data but ongoing prevention is required to ensure all your hard work is not wasted. Prevention is better than cure so ensure all previous S’s are adhered to and sustaining your new way of doing things should be second nature.

Written by Martin Doyle

Martin is CEO and founder of DQ Global, a Data Quality Software company based in the UK. With an engineering background, Martin previously ran a CRM Software business. He has gained a wealth of knowledge and experience over the years and has established himself as a Data Quality Improvement Evangelist and an industry expert.