Fareham, United Kingdom – March 20th January 26th 2009: DQ Global, the experts in data quality improvement, today announced its take on LEAN data management and how adopting the 5 S process can lead to and increase in marketing ROI, cut in marketing spend and a positive CSR ethic
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 DQ’s advice, not only will organisations data be lean and green, they will be on their way to securing the new 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. DQ Global have related this back to the data industry and compiled the following advice
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:
What data do I need to do my job? (e.g. CRM, marketing campaign, finance)
Where should I locate this data?
How many of this item do I need?
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, goneaway, address correction etc) should be carried out regularly to ensure data is keep 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
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
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.
Martin Doyle, DQ Global CEO says “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. He continues “When you print and transport duplicate mailings by road, rail, plane etc. you are damaging the environment, alienating your clients and squandering precious budgets. Through LEAN principles we can all make a huge difference to the environment”
About DQ Global
With over 10 years' experience in data quality improvement, DQ Global specialises in easy to use, database-independent, data cleansing software which saves money and provides a platform for better informed decisions. Solutions range from simple desktop, through larger departmental databases to complex enterprise-wide single customer view and master data management initiatives. Head Quartered in Fareham, Hampshire, UK; DQ Global also has regional offices in North America and South Africa serving over 500 clients worldwide, including: Toshiba, Harvey Nichols, Standard Charter Bank, Pfizer and Siemens. www.dqglobal.com
For more information, please contact Michelle Soper-Dyer
Tel: +44 (0)23 9298 8303
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