The very success of yor business can depend on the accuracy of your contact database. Having a list of existing and past customers is a very valuable asset. If you have an out of date mailing list, you may be wasting money on print and postage, or your efforts may not be reaching the desired decision maker.

Overall goals when streamlining and updating your database include:

* Merging suitable databases and/or remove duplicate databases.
* Check which phone numbers are unreachable.
* Confirm contact’s name and mailing address
* Carry out Royal Mail PAF checking to confirm that complete addresses are entered
* Improve data with additional contacts, email addresses, employee company size etc.

Your data may deteriorate as much as 27% every year. This means that your database may be functioning at less than 40% of its capacity after three years. It seems very clear that not attending to your database can have huge financial implications. You need to ensure that your database is regularly updated and cleaned.

There are some logical, practical steps you can take to clean your database.
1. Standardise the format
All data from all sources, however old, must be stored in the same format. This is the first step, and is done before data is assessed for usefulness, as once the data is in a universal format the next steps become much simpler and quicker.

2. Removing Duplicate data
This is done by sweeping the database to detect duplication. It requires some level of skilled monitoring to judge which of the duplicate entries is to be kept as the master copy. Several sweeps will be done, using different search parameters. Often the sweeps produce diminishing returns as fewer duplicates remain after each sweep.

3. Data Matching
The files at this point can then be matched to the various databases and suppression files, using the same routine described above. It is then possible to identify gone-aways, enhance existing data and add new records.

4. Common Database and Suppression files:

PAF Validation
All postal addresses must be mailable, so it’s possible to confirm and improve the address using the Royal Mail Postcode Address File (PAF). Some records do not reach PAF standard due to having an element that may need to be retained such as house names or other cherished address elements, these anomalous records can be corrected manually.

Electoral Role Verification
The files on the client’s database can be matched and checked against the records on the current Electoral Roll (edited edition). If the details differ a new name can be added.

National Change of Address (NCOA)
The NCOA file is compiled from the Royal Mail’s redirection service database. It contains both the old and new addresses of people who have moved house. It identifies customers who have moved and can also provide the new address that customer has moved to. The NCOA file contains over 11 million records going back to 1994.

Gone Away Suppression File
The Gone Away Suppression (GAS) file is a comprehensive suppression file, containing over 11 million records of people who have moved house since 1992.

Mortascreen File
Mortascreen contains the details of individuals who have died with a registered estate valued in excess of £5,000. The data is compiled from probate registry records for England & Wales (1989 onwards) and Scotland (1996 onward).

The Bereavement Register
The mortascreen file is supplemented by the bereavement register. The bereavement register is compiled with information captured from a number of sources including local government registration offices and funeral directors. This file can contain records of individuals who have died with less than £5,000 in their estate and was first released in 1999.

Business Suppression File
The Business Suppression File (BSF) is derived from data and goneaway information sourced from Companies House and a number of the UK ’s leading business database owners and mailers. It allows you to remove inaccurate entries which are identified as dormant or out of business companies, relocations and details of directors who have resigned. It has 6 million records.

Mailing Preference Service
The Mailing Preference Service (MPS) is the national register of people who do not wish to receive unsolicited mail.

Telephone Preference Service
The Telephone Preference Service (TPS) is the register of people who do not wish to receive unsolicited direct marketing calls. Under Government legislation introduced on 1 May 1999 it is illegal to make such telephone calls to individuals who have registered with the TPS.

Corporate Telephone Preference Service
The Corporate Telephone Preference Service (CTPS) is the national opt out register whereby companies can register their preference not to receive unsolicited sales and marketing telephone calls to all their organisation’s telephone numbers, or just to certain numbers. It is unlawful for companies to make such calls to numbers registered on the CTPS.

Facsimile Preference Service
The Facsimile Preference Service (FPS) is the register of people who do not wish to receive unsolicited direct marketing faxes. Under the Regulations it is against the law to fax such an individual unless you have their prior consent. The term “Individual” includes Consumers, Sole Traders and (except in Scotland) Partnerships.