Priory hires Experian Intact for data cleansing task

by Staff,, Brand Republic 21-Sep-04, 07:00

LONDON - The Priory Motor Group is launching a data-cleansing programme across its entire dealer network to ensure the integrity of its customer prospects and databases.

The company, part of The Co-operative Group, has hired Experian Intact Automotive, the newly launched data cleansing service for the automotive industry, to carry out the work. Priory Motor Group will be one of its first clients.

In early 2004, Experian conducted a data audit of The Priory Motor Group's databases to measure the benefits to be gained from using Experian Intact Automotive.

The audit highlighted 23% of records that needed deleting or flagging up as customers opting out of communications requests. By removing the movers, goneaways and other out-of-date information, Experian claims that over £6,000 could be saved from one customer mailing in postage alone.

Rob Quinn, marketing general manager at Priory Motor Group, said: "We have implemented Experian Intact Automotive across all 27 sites in the group. From the data audit, we could immediately see the benefits of enhanced customer communication and data compliance to be gained but the reductions in operating costs to be gained from using the system are equally as impressive.

"Through this ongoing data cleansing programme we are illustrating our commitment to best practice in data management right across the group, ensuring that our data is regularly cleansed, maintained and enhanced."

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