Experian’s specialist data integrity business, QAS, has announced the launch of two innovative tools designed to combat the biggest data integrity problems facing marketers and database managers.
Launched today, QAS Batch with Suppression API ensures that marketers no longer have to worry about removing deceased contacts, identifying house movers or highlighting consumers that have registered with preference services.
Instead, QAS Batch with Suppression API does it for them. Integrated into business applications, such as a CRM or mailing system, the software can run at any time of day and automatically removes contacts that cannot or will not respond to communications.
Furthermore, it can even be programmed to run continuously. Contacts are flagged as and when they appear on suppression lists, giving organisations the option to control data locally rather than sending it offsite to be updated.
QAS Match, also released today, is a new de-duplication tool that identifies whether a customer’s details exist in a database and stops them from being entered twice. Duplicate data poses a major problem for marketers and database managers alike.
Not only does it prevent a single customer view from being maintained, but it also wastes time and money spent cleaning data to remove duplicate records. When new contact details are captured, QAS Match compares them against existing customer records and returns a list of potential matches. From the list a record can be selected and amended, or, if there are no suitable matches, a new unique record can be added.
In addition to supporting marketers with de-duping prior to campaign activity, QAS Match also helps organisations enhance data quality if they are migrating to a new CRM system, merging customer data from multiple systems on a regular basis to create a single view of contacts, or if they are buying in lists of data that require de-duping against existing records.
Group Operating Officer of QAS, Jonathan Hulford-Funnell, said, “We have worked closely with our customers to develop these new products and they will make a big difference to how organisations deal with duplication and data decay problems.
"Database managers and marketers regularly tell us that they want cost effective ways to manage data in-house, that doesn’t put pressure on their internal resources. The great thing about both products is that they quickly deal with ‘dirty data’ before it can do any damage to the system.”
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