How To Solve Your CRM Data Quality Problems Before GDPR

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

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


! Inefficient

! Poor and wasted comms

Common CRM problems: missing data

Data

management

Missing dataIrregular

enriching

Human

error

Poor

training &

knowledge

! Inhibits communications


! Limits analysis

! Increases costs

! Prevents multi-channel

marketing

Solving data quality problems before GDPR

Unwanted communications

Preference centre screening


Duplicates

De-duplication

Bespoke rules

Enhanced fuzzy

matching

Technical and human

input

Robert Smith Rob Smith Bob Smith Bobby Smith R Smith


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

[email protected]

Phone: +44 (0) 151 355 4555

www.preact.co.uk

[email protected] 381 1000

Thank you for attending

www.data-8.co.uk

[email protected] 355 4555

Q&A

How To Solve Your CRM Data Quality Problems Before GDPR

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Transcript of How To Solve Your CRM Data Quality Problems Before GDPR