Saga reduces costs through data quality review

Overview: Saga reduces costs through data quality review

Saga overhauled their data management programme to address customer duplication and quality issues

While data management initiatives have been on companies’ wish-lists for many years, an increasingly stringent regulatory environment allied with extensive data privacy legislation has now put data governance at the top of the agenda for many customer-driven businesses.

In the case of Saga, a British company that provides services for the over 50s, a major data programme is currently underway.

Active seniors walking in the city

Challenge overview

With data privacy, regulation and governance high on every organisation’s agenda, Saga hosted a number of complex applications and databases collating customer information. Controlling data quality and duplicate customer records is difficult, resource-hungry and time-consuming.

Saga’s strategic direction included putting customers at the centre of everything it does, so positive customer communication was pivotal.

  • Risk of inaccurate customer communications
  • Difficult to maintain customer-centricity across the business
  • Data inaccuracies limit cross-sell opportunities
View Saga Profile
Company Bio:

Saga is a British company providing services for customers over the age of 50. With 2.7 million customers, Saga offers products and services including insurance, holidays, personal finance and a monthly subscription magazine.

Founded: 1951
Industry: Services
Number of employees: 2,500
The use of Aperture Data Studio has enabled Saga to move from a rudimentary to a sophisticated and systematic data quality measurement system within a couple of months.
Neil A'Violet, Data Quality Manager

Solution overview

To address its customer duplication and data quality issues, Saga chose to implement Experian’s Identity Resolution solution; a combination of Aperture Data Studio, integrated with ExPin. This combination of market leading technology and proprietary data allows Experian to deliver a unique matching solution for identity resolution.

For Saga, the impact of having a consolidated database and improved data quality was immediate: it allowed for better targeted marketing and messaging. New data quality measurements are being added on a monthly cycle with the ambition to extend the Aperture-based solution to automated data quality remediation and linkage with Saga’s master customer data systems.

Improved data quality allowed Saga to drive a customer-centric strategy, save marketing costs, comply with data regulation and improve the overall customer experience.
Learn how Aperture Data Studio could help your business
  • Reduced data duplicates from 5% to 1%
  • Approximately £300,000 savings in direct marketing costs
  • Improved marketing targeting and messaging
Saga reduces costs through data quality review

Saga reduces costs through data quality review

Download full case study

Related Products

We have solutions we can tailor for your business needs

Speak to an expert
Case Study
Utilising ConsumerView and Mosaic datasets to develop actionable insights

When developing the ‘Impact Community Carbon Calculator’, The Centre for Sustainable Energy (CSE), in collaboration with the University of Exeter’s Centre for Energy and the Environment, utilised Experian’s ConsumerView and Mosaic datasets.

Designed for use by parishes, wards, district councils and unitary authorities, the tool needed to consider the myriad of household compositions, consumption patterns, and lifestyles present in different areas when calculating the community’s carbon footprint.

See full story >
Case Study
Fighting fraud with data analytics

Financial fraud is a multi-million-pound industry. In 2022, losses exceeded £1 billion in the UK alone.

Through our CrossCore machine learning platform, we helped leading UK credit provider, NewDay to fight fraud together. 

See full story >
Case Study
Using data and insights to inform ScS store location strategy and strengthen customer relationships

The ScS growth plan focusses on widening their target market, forging stronger relationships with customers and investment into existing and new showrooms to improve customer experience. To do this effectively, they needed to understand diverse demographics, and how their audience behaviours had shifted pre- and post-pandemic to shape their marketing and location strategy.

See full story >
Case Study
The adoption of Experian Mosaic guides IKEA Australia’s business, marketing and location strategy

IKEA, a global leader in home furnishings, has evolved from its humble beginnings as a Swedish mail-order company. Today, it reaches millions of homes worldwide with its renowned flat-pack furniture and distinctive market presence.

Their commitment to innovation and technology has been a driving force behind their remarkable journey of growth and success. However, prior to 2018 IKEA Australia had no formal consumer segmentation platform in place. Something they identified as a gap and challenge to future growth.

See full story >
Case Study
Address Validation helps Charles Tyrwhitt improve conversion & reduce failed deliveries

Charles Tyrwhitt, the well-known menswear retailer, is a business focused on delivering high quality menswear that offers great value for money, exemplary customer service, and commitment to operating responsibility.

Learn how Experian’s Address Validation solution help Charles Tyrwhitt maximise delivery success, improve online conversion, and deliver a seamless user experience.

See full story >