REaD Group revamps data hygiene suite after review

Cano-Lopez gets Data Agency top jobREaD Group has implemented a major upgrade to its data hygiene suite – which includes the Bereavement Register, the Gone Away Supression File and GAS Reactive – following a two-year review of both existing and potential new sources of information.
The process has seen the addition of a second credit reference agency as well as other new sources, although a number of previous sources have failed to reach the new qualification criteria and have been removed from the combined solution.
The group claims the new solution provides just under 100 million records, with the most significant growth in GAS REaCtive, which has added an additional 11.1m movers.
When testing the most recent data, the product has found new addresses for over 50% of the gone-aways identified, the firm claims.
The Bereavement Register now holds 7.7 million deceased records validated by two credit reference files as well as multiple official sources (registrars, funeral directors) as well as online registrations, of which most are received within seven days of the death.
Meanwile, the Gone Away Supression File has added 36 million records to make a total of 97.6 million, and GAS REaCtive improvements include an additional 64% new linked address, delivering a total of 29.5 million addresses.
Sitting within the REaD Group’s data management platform, The Oracle, data can be accessed via an application programming interface in real time for those that need “always on” access.
REaD Group chief executive Jon Cano-Lopez (pictured) said: “The goal was simple; build the best all-round hygiene solution – and we have succeeded. With the value of data set to skyrocket, there could not be a better time to ensure that you are both GDPR compliant and doing everything you can to maintain relationships with your customers.
“Our new data supply arrangements, now all sitting within our data management platform, allow us to multi-verify and cross-reference both positive and negative data all in one place, at the same time.”

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