Gala Group appoints Experian Intact to handle data cleansing

LONDON - Gala Group has hired Experian Intact to handle online data cleansing, to improve the quality of its direct mail offers.

Gala sends direct mailings to its 8m customers of Gala Bingo and Gala Casino in the UK. The deal will see Experian Intact provide the Gala Group with the ability to clean and enhance data whenever it wants to, thus reducing the financial, regulatory and brand reputation risks posed by poor data quality.

It includes access to all of the industry's major bereavement and goneaway suppression files, including Absolute Movers from Experian; a bespoke service designed for Gala Group to suppress foreign addresses from receiving UK-specific direct mail offers; matching and address updates to the PAF file to enhance of the accuracy of Gala Group mailings; and deduplication to check for multiple records at individual, family and household levels.

James Thomas, department head of customer management services at Gala Group, said: "In trials, the breadth and depth of data cleansing services offered by Experian Intact has made a significant difference to the quality of Gala Group's customer data.

"From helping eliminate goneaway and deceased mailings, through to providing Gala with a bespoke foreign address service, Experian Intact ensures that that we can keep track of our customers and market to them effectively."

Since its launch in May 2001, Experian Intact has become the UK and now Europe's most widely used online data cleansing service. It has cleaned around 600m records in the past year, a figure equivalent to screening the entire population of Europe.

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