Post on 21-Jan-2018
How To Solve Your CRM Data Quality Problems Before GDPR
www.data-8.co.ukwww.preact.co.uk
How to solve your CRM data
quality problems before GDPR
Speaker: Dr Andrew Eaton | Product Marketing Manager, Data8 Ltd.
Organiser: Preact
10 months253 days36 weeks180 working days25th
May 2018
Agenda
What is data quality?01?
02£ What is the cost of bad data quality?
05 Improving data quality
03 The GDPR
04 Common problems
What is data quality?
A multi-dimensional measurement of whether the data can be used for reliable
business intelligence and activities
Recency Validity Completeness Consistency Standardised
The cost of bad data
A B2B database naturally degrades at 2.1% per month
22.5% annualisedhttps://blog.leadgenius.com/b2b-lead-enrichment-painting-golden-gate/
Poor-quality customer contact data could be costing UK
organisations as much as 6% of annual revenueshttp://www.royalmailgroup.com/royal-mail-data-services-reveals-cost-poor-quality-customer-data
84% of CEOs are concerned about the quality of the data
they’re basing their decisions onhttps://www.forbes.com/sites/forbespr/2017/05/31/poor-quality-data-imposes-costs-and-risks-on-businesses-says-new-
forbes-insights-report/#fcc5f80452b1
ICO £80,000
The cost of bad data
“Contacting people who
had opted-out of
communications”
£12.6MGDPR
Based on £316.4M turnover in 2016
The General Data Protection Regulation (GDPR)
Legal framework
that sets guidelines
for the collection and
processing of
personal information
of individuals within
the European Union
(EU). https://ec.europa.eu/commission/sites
/beta-political/files/use-data-
protection-information_en.pdf
The GDPR
Tier 1
Enforcement – what’s changed?
- The scale of the fines involved
A two-tiered sanctions regime
will applyTier 2
Minor Breaches
(e.g. procedural infringements)
Up to €10 million
or
2% of global annual turnover
Breaches of key provisions
Up to €20 million
or
4% of global annual turnover
Whichever is Greater!
Data quality and the GDPR
£40million turnover in 2016
Spam texts
Fined £100,000
Under GDPR this could have been…
• Lower tier = £800,000
• Higher tier = £1.6 million
€10 million
€20 million
Context from the ICO
Extract from ICO blog post by Elizabeth Denham, 9 Aug 2017)
“This law is not about fines. It’s about putting the consumer
and citizen first. We can’t lose sight of that.”
“It’s true we’ll have the power to impose fines much bigger
than the £500,000 limit the DPA allows us. It’s also true that
companies are fearful of the maximum £17 million or 4% of
turnover allowed under the new law…
…but it’s scaremongering to suggest that we’ll be making early
examples of organisations for minor infringements or that maximum
fines will become the norm.”
Improving data quality
Improving data quality
Avenues of improving data quality
Contact &
address
Suppression &
De-duplication
Avenues of improving data quality
Contact &
address
Suppression &
De-duplicationProfiling Preference centre
screening
Common CRM problems: duplicates
Duplicates
Human
error
Varied
informationInsufficient
rules
Varied
consent
statements
Data
management
! Increases costs
! Damages reputation
! Decreases user adoption
! Inaccurate business insights
Common CRM problems: outdated data
Data
management
Outdated
data
Irregular
cleansing
11% move
house per year
New laws
e.g. GDPR
! Increases costs
! Decreases user adoption
! Inefficient
! Poor and wasted comms
Common CRM problems: missing data
Data
management
Missing dataIrregular
enriching
Human
error
Poor
training &
knowledge
! Inhibits communications
! Decreases user adoption
! Limits analysis
! Increases costs
! Prevents multi-channel
marketing
Solving data quality problems before GDPR
Unwanted communications
Preference centre screening
Solving data quality problems before GDPR
Duplicates
De-duplication
Bespoke rules
Enhanced fuzzy
matching
Technical and human
input
Robert Smith Rob Smith Bob Smith Bobby Smith R Smith
Solving data quality problems before GDPR
Outdated data
Data cleansing
Cleanse whole
database
Data quality report
Target key areas to update
GDPR and Consent
Do you have
proof of
Consent?
Was consent collected in the GDPR-specified
manner?
Are they
up to date?
Is there a record of collection and updating?
Before GDPR becomes in force
For all
channels?
HIGH PRIORITY
Resources
• Whitepaper on data quality management
• ICO
• DMA
• Microsoft GDPR assessment tool
Tel. 0151 355 4555
www.data-8.co.uk
Data8 Limited
Unit 2, Venture Point
Stanney Mill Road
Chester, CH2 4NE
Thank You!
Dr Andrew Eaton | Product Marketing Manager
AndrewE@data-8.co.uk
Phone: +44 (0) 151 355 4555
www.preact.co.uk
info@preact.co.uk0800 381 1000
Thank you for attending
www.data-8.co.uk
info@data-8.co.uk0151 355 4555
Q&A