This is when we check the quality and accuracy of an individual's details to make sure our clients aren't sending marketing communications to people who have opted out, have moved address, or to deceased individuals.
Our marketing suppression & data cleansing services consist of several datasets which enable organisations to clean, update or suppress contact records (usually names and addresses) on their marketing database. These data sets allow our clients to remove or flag individuals in their marketing databases or in their marketing campaigns who can't or won't respond, helping our clients to make sure they aren't sending marketing communications to people who have opted out, have moved address, or to deceased individuals.
We use a combination of suppression data sources, some owned and created by us and others sourced from Third Parties. The Third Party sources we use for suppression data are described in detail in How we use your data, within the section Personal data.
The types of marketing suppressions we offer are:
Deceased – to help organisations avoid contacting deceased individuals, and any associated distress that this may cause to relatives.
To create Experian's Mortality Suppression File, potential deceased individuals are identified from names and addresses in our credit bureau and then verified against names and addresses on public data sources such as Edited Electoral Roll (EER), Country Court Judgements (CCJs) file, and mail sent by our clients which has been returned.
Our third-party sources of deceased data include: Mortascreen from Wilmington Millennium; The Bereavement Register (TBR) from Sagacity Solutions Ltd; and the National Deceased Register (NDR) from The Ark.
Goneaways – to identify and validate where individuals have left an address, and who will not, therefore, receive the marketing communication intended for them. This can help to prevent fraud for individuals.
To create our Absolute Movers file, potential 'goneaways' are identified from Experian’s credit bureau, from mail sent by our clients which has been returned, and from third party files. These are verified as correct by checking against known activity by an individual at that address from our credit bureau data and by verifying against names and addresses on public data sources such as Edited Electoral Roll (EER) and County Court Judgements (CCJs), and mail sent by our clients which has been returned.
Our third-party sources of goneaway data include: the National Change of Address (NCOA) - Suppress file from the Royal Mail; Re-mover from The Ark; and the GoneAway Suppression (GAS) file from Sagacity Solutions Ltd.
Forwarding address – to provide a new address for individuals who have moved, helping our clients to maintain, or regain, contact with you if you move address. By ensuring that you get the marketing communication intended for you, this helps to protect you from fraud.
Our Absolute Contacts file is created from name and address information from Experian's Change of Address file which is derived from contact data on our credit bureau, providing a link between the goneaway address and the forwarding address. To be added to our forwarding address file, the forwarding address must appear on our marketing database so that we ensure there is an appropriate legal basis for contacting you.
The Royal Mail's National Change of Address (NCOA) - Update file is our third-party source of forwarding addresses. It contains the forwarding addresses of individuals who have registered with the service, enabling organisations to suppress the old address from marketing communications for that customer, and for their records to be updated with their current address in order to maintain, or regain, contact with individuals when they move to a new house.
Marketing preference services – to flag or remove individuals who do not wish to be contacted for marketing and have joined an 'opt-out' list to indicate that they do not want to be contacted via a particular marketing channel.
When you ask us to opt you out of Experian processing your personal data for direct marketing, we add your contact details to our No Marketing Request (NMR) file. This means that we won't pass your contact details to any of our clients for direct marketing and your data will be deleted from our marketing database along with any insights we hold. These requests may be received online through this Consumer Information Portal, by post, call or email to Experian, or via our clients. We retain just enough information about you to ensure that your preference not to receive marketing is respected in future.
Our third-party sources of marketing preference data include: The Mailing Preference Service (MPS) and BabyMPS run by The Data & Marketing Association; the Telephone Preference Service (TPS) run by The Data & Marketing Association on behalf of The Information Commissioners Office (ICO).