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March 31, 2011

Experian QAS, REaD UK partner to help marketers track deceased contacts

New software can be used to constantly track deceased and gone away contacts in real-time

By CBR Staff Writer

Information services company Experian QAS has partnered with Data Asset Management company REaD UK to help organisations track house moves and deceased contacts.

REaD UK’s data suppression files are now available through Experian QAS’s desktop software, said Experian QAS. The move is expected to help marketers to improve the quality of the data used for marketing campaigns, while improving ROI and customer perception.

Both the Bereavement Register (TBR), the consumer service that helps stop direct mail being sent to the deceased, and the Gone Away Suppression (GAS) File, which tackles mailing customers who have moved house, can now be accessed through Experian’s software tool, QAS Batch with Suppression.

The company said that the software can be operated from the desktop and will clean and standardise data and flag records that appear on REaD’s data files. It can also be integrated into an organisation’s systems to constantly track deceased and gone away contacts in real-time.

Experian QAS UK managing director Joel Curry said as customer data is constantly changing, clients have been challenging the company to develop new ways to enable them to improve data quality quickly and easily without the need for heavy IT involvement or outsourcing.

Curry said, "Experian has a broad range of data suppression files to allow the most cost effective tracking of house movers, deceased contacts and registrations to preference services. The new partnership further extends our data coverage and means that we can now also offer REaD UK suppression data via desktop software."

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REaD UK sales director Richard Anderson said, "We have seen a rise in the demand for suppression data as consumers become less tolerant of organisations that persistently send communications to their old address or deceased relatives."

"The Bereavement Register and Gone-Away Suppression File (GAS) are now used by 70% and 59%, respectively, of all major UK direct mailers but there is more opportunity for organisations of all scales and sizes to improve their data quality as it impacts heavily on every aspect of customer engagement," Anderson said.

"We are looking forward to working with Experian QAS to enable more widespread access to our suppression data."

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