1. 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

2. 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”

3. 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
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

4. 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

5. Database Systems – Data Hygiene
ANOMALY NIGHTMARE

6. Database Systems – Data Hygiene
CLEANING STEPS

7. Database Systems – Data Hygiene
PARSING

8. Database Systems – Data Hygiene
CORRECTING

9. Database Systems – Data Hygiene
STANDARDIZING

10. 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

11. Database Systems – Data Hygiene
USPS SERVICES
Delivery Sequence File (DSF)
Address Validation
Eliminates undeliverable addresses
Zip+4 Coding
Carrier Route
Delivery Sequence
Enhances Mail Delivery and List Quality
Business vs. Residential Indicator
Location Occupancy and forwarding addresses

12. 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

13. Database Systems – Data Hygiene
PARSING, CORRECTING, STANDARDIZING
TITLE
FIRST
CONC.
LAST
GENER.
NAME
LINE
William
Mr. Bill St. John III
S. Main Strete
Sant. Louis, MO
HSNO
ST-DIR
ST-NM
ST-TYPE
St.
STREET
LINE
CITY
STATE
POST
St.
63118
GEOG.
LINE
11/6/2018

14. Database Systems – Data Hygiene
MATCHING

15. Database Systems – Data Hygiene
CONSOLIDATING

16. Database Systems – Data Hygiene
CONSOLIDATING
William
Jones
Janet
Karen
Jones Jr.

17. Database Systems – Data Hygiene
WHY IS DATA HYGIENE IMPORTANT?
Enhances Customer Relationships
Consolidated Customer View
Facilitates “Data Mining” & CRM
Increased data accuracy
Communications reaches your customers
Improves Response Rates
Reduces Costs
More automation; Less Manual Review
Maximize Postal Savings
Eliminates duplication costs (paper, printing, postage, storage, data management)

18. Database Systems – Data Hygiene
THE REALITY – ONE CUSTOMER
Account No
Policy No. ME
Transaction
B498/97