The company behind the Mortascreen deceased file has joined forces with consumer data specialists Tracesmart to launch a goneaway suppression database to rival the GAS file, operated by The Data Agency.
Dubbed Smartdepart, the service is being launched to offer marketers what it claims is a more cost effective, verified solution to identify customers and prospects who have moved house.
Smartdepart enables organisations to identify which of their customers have moved house and flag them as goneaway on their marketing database.
The majority of the 7 million people who move home every year forget to advise the companies that they regularly deal with, resulting in organisations wasting an estimated £150m a year mailing people that no longer live at an address, according to Mortascreen owner Willmington.
The file is built from verified address movement data including Electoral Roll, Rolling Register, property ownership changes and goneaway and new address verifications.
Drawing on Tracesmart’s heritage and expertise in consumer tracing, Smartdepart consists of 70 million records aggregated over a timeframe of more than a decade. The file will be marketed by Wilmington, and can be purchased individually or as a suppression bundle alongside Mortascreen.
Tracesmart managing director Mike Trezise said: “Smartdepart reinvigorates goneaway suppression, a market that has been stale for a long time. Our solution brings verified data so that organisations can be sure that their customers have moved. Additionally with an extremely cost effective and competitive price tag, our suppression product is a very compelling prospect for marketers. This coupled with the credibility of the Mortascreen file and early feedback from bureaux suggests the launch will be welcomed.”
Mortascreen and Smartdepart product director Karen Pritchard (pictured) added: “The aim has always been for Wilmington Millennium to offer its clients a bundled deceased and goneaway suppression solution, however, until now, we have been unable to find a goneaway file that stood up to scrutiny and the high standards set by Mortascreen.
“Smartdepart is the product we’ve been searching for and we’re delighted to be working with Tracesmart to give marketers a verified, quality, cost effective way to identify home movers.”
The Data Agency was unveiled in December as the new name for The REaD Group, bringing all its brands – including REaD UK, Metamorphix, Scientia Data, and TRG Strata – under the one name. It operates both the Gone Away Suppression (GAS) File and The Bereavement Register, among others.
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