QAS signs deal with REaD UK - DecisionMarketing

Experian QAS has signed a deal with REaD UK which sees the company’s data suppression files available through Experian QAS’s desktop software.
It is claimed the move will enable marketers to improve the quality of the data used for campaigns, while boosting ROI and customer perception.
Both deceased suppression file The Bereavement Register 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 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 realtime.
Experian QAS UK managing director Joel Curry said: “As customer data is constantly changing, our clients have been challenging us to develop new ways to enable them to improve data quality quickly and easily without the need for heavy IT involvement or outsourcing. 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.”
REaD UK asles 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 per cent and 59 per cent 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. We are looking forward to working with Experian QAS to enable more widespread access to our suppression data.”