The Data Quality Audit Report will have summarised the condition of the data in terms of quality and completeness of information, identification of duplicate records, determination of mail piece deliverability, match rate to external knowledge bases (eg. phone numbers, DPID, NCOA etc).
Data cleansing is a critical step in preparing your database for applications such as sophisticated segmentation, direct mail campaigns or MIS reporting.
DCA can apply various cleansing routines according to each client's requirements and can also assist with the decision-making process regarding business rules to apply by providing knowledgeable and experienced consultation.
Depending on the quality of the database and the uses to which it may be put, DCA can apply some or all of the following processes:
- parsing into discrete elements
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- validating suburb, state and postcode
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- appending NSP and state indicator to postcode
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- ascertaining mail deliverability
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- allocation of displaced data
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- removal of excessive spaces and separators
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- punctuation standardisation
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- removal of inappropriate characters
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- phone/fax number standardisation
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- first name gender detection and scoring
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- elimination of debilitating control characters
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