Database Systems

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Database Systems Data Hygiene

• Information is a source of learning. But unless
  it is organized, processed, and available to the
  right people in a format for decision making, it
  is a burden, not a benefit.C. William Pollard,
  The Soul of the Firm

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Database Systems Data Hygiene

• The data gathered can be used for a variety of
  purposes
• Sales
• Marketing
• Billing
• Customer Service
• However, often data is dirty

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Database Systems Data Hygiene

• WHY IS DATA DIRTY?

• Data comes from many sources. One of the most
  problematic is Customer Communication, which
  comes from many sources
• Face-to-Face
• Telephone
• Direct Mail
• E-Mail
• Data also is compiled from a variety of
  departments marketing, accounting, customer
  service, online and gathered from many forms
• Survey Data
• Mailing Lists
• Transactional Data
• Registration Data
• Complaints

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Database Systems Data Hygiene

• WHY IS DATA DIRTY?

• When data is gathered from various sources it
  leads to inconsistencies.
• The main cause is a lack of standard business
  rules. This leads to data that is stored
• Multiple formats
• Multiple names within one field
• One name in two fields
• Name and address in same field
• Different addresses for the same customer
• Different spellings (or misspellings) for the
  same customers

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Database Systems Data Hygiene

• ANOMALY NIGHTMARE

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Database Systems Data Hygiene

• CLEANING STEPS

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Database Systems Data Hygiene

• PARSING

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Database Systems Data Hygiene

• CORRECTING

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Database Systems Data Hygiene

• STANDARDIZING

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Database Systems Data Hygiene

• USPS SERVICES
• Address Element Correction (AEC)
• Corrects and standardizes address elements.
• Misspellings
• Directionals (e.g. NW, South, etc..)
• Suffixes (e.g. Street, Avenue, Road, etc)
• Nonstandard abbreviations
• Missing Information (e.g. apt or suite )
• Provides reason why an address is incorrect

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Database Systems Data Hygiene

• USPS SERVICES
• Delivery Sequence File (DSF)
• Address Validation
• Eliminates undeliverable addresses
• Zip4 Coding
• Carrier Route
• Delivery Sequence
• Enhances Mail Delivery and List Quality
• Business vs. Residential Indicator
• Location Occupancy and forwarding addresses

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Database Systems Data Hygiene

• USPS SERVICES
• Locatable Address Conversion Service (LACS)
• Assists 911 Emergency Services
• Replaces Rural Routes and/or Box Numbers with
  Physical Locations
• New Land Development Addresses
• National Change of Address (NCOA)
• 40 Million Americans Change Addresses Annually
  17 individuals, 22 businesses
• 3 year rolling file of business, individual, and
  household moves, updated weekly.
• Reduces Undeliverable and Duplicate Mail pieces

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Database Systems Data Hygiene

• PARSING, CORRECTING, STANDARDIZING

TITLE
FIRST
CONC.
LAST
GENER.

NAME LINE
William
Mr. Bill St. John III 101 S.
Main Strete Sant. Louis, MO 63181
HSNO
ST-NM
ST-TYPE
ST-DIR
St.
STREET LINE
CITY
STATE
POST
St.
63118
GEOG. LINE
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Database Systems Data Hygiene

• MATCHING

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Database Systems Data Hygiene

• CONSOLIDATING

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Database Systems Data Hygiene

• CONSOLIDATING

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Database Systems Data Hygiene

• WHY IS DATA HYGIENE IMPORTANT?

• Reduces Costs
• More automation Less Manual Review
• Maximize Postal Savings
• Eliminates duplication costs (paper, printing,
  postage, storage, data management)

• Enhances Customer Relationships
• Consolidated Customer View
• Facilitates Data Mining CRM
• Increased data accuracy
• Communications reaches your customers
• Improves Response Rates

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Database Systems Data Hygiene

• THE REALITY ONE CUSTOMER

Account No.83451234
Policy No.ME309451-2
Transaction B498/97