Data Profiling & Audit Report Client: User: Job Name: Filename: Records: PO No: Date:

Example Holdings Ltd AN Example Example Job ExampleFile.txt 1,314 19/01/2016 21:22:41

Audit Summary Validation and Enhancement - PAF (Postcode Address File)

Records

%

Records correctly postcoded before PAF cleaning

1,242

94.52%

Records correctly postcoded after PAF cleaning

1,304

99.24%

Records

%

120

9.13%

925

70.40%

588

61.31%

Records

%

1,314

100.00%

User suppression file matches

46

3.50%

Duplicate records - when matched at Address, Surname and Initial level.

47

3.58%

Deceased / Goneaway - records matched to industry suppression files.

263

20.02%

Mailing Preference Services - records matched to MPS or Baby MPS

107

8.14%

Records available for mailing

816

62.10%

Mover Tracing, Residency Verification & Teleappending Total records traced using NCOA Update - (National Change of Address). The redirection service from Royal Mail. We can provide a forwarding address for these records.

Total records verified against Core - the largest UK consumer prospect pool providing access to the UK mass market - approximately 41 million records.

Total records matched to BT OSIS - (Operator Services Information System) - the directory enquiries database, provided under license by BT.

Suppressions Total records supplied

Page 1 of 7

Callcredit Information Group, One Park Lane, Leeds, West Yorkshire. LS3 1EP Tel: 0845 60 60 609 Email: [email protected]

Audit Detail PAF Address Verification The Postcode Address File (PAF) is a complete database of every address in the UK to which mail is delivered, together with its appropriate postcode. The database contains over 28 million addresses of consumers, businesses and other organisations. PAF is produced by the Royal Mail and is updated quarterly.

Address Matching Address Verified (V) - Indicates how many of the records had the correct address before processing.

Address Corrected (C) - Indicates how many of the records have been corrected in some way. This may be due to a misspelling, a missing locality or an out of date postcode.

Premise Matched (P) - Indicates how many of the records have been matched at a premise level, but are missing a sub-building and therefore cannot be identified at a DPS level. These records will be mailable, but may require some intervention on the part of the postman.

No Match (N) - Indicates how many of the addresses could not be found on PAF. Some of these records with a valid postcode may still be mailable, however they should be treated with caution.

Processed

Matched

%

1,314

1,150

87.52%

1,314

121

9.21%

1,314

14

1.07%

1,314

29

2.21%

We recommend that you mail records with an address matching flag of 'V', 'C' or 'P' - these records have been verified as being on PAF and have the correct postcode. Records flagged with an 'N' may be mailable, but we have been unable to identify the address on PAF.

Postcode Quality Postcode Verified (V) - Indicates how many of the records had the correct postcode before processing.

Postcode Added (A) - Indicates how many of the records were missing a valid postcode and have had one added by the PAF processing.

Postcode Corrected (C) - Indicates how many of the records have had their postcode corrected or updated as a result of the PAF cleaning.

No Match (N) - Indicates how many of the addresses could not be validated at a postcode level. It is likely that these records are not mailable.

Processed

Matched

%

1,314

1,242

99.47%

1,314

57

4.34%

1,314

5

0.38%

1,314

10

0.76%

Residency Verification improvemydata.com uses Core for Residency Verification. As the largest UK shared prospect pool, it combines Edited Electoral Roll data with data contributions from a wide range of data partners and client contributors to provide access to the UK consumer mass market over 41 million records.

Residency Verification

Processed

Matched

%

Name Verified at Forename & Surname Level (1)

1,314

745

56.70%

Name Verified at Initial, Gender & Surname Level (2)

1,314

13

0.99%

Name Verified at Initial & Surname Level (3)

1,314

0

0.00%

Name Verified at Surname & Gender Level (4)

1,314

2

0.15%

Name Verified at Surname Level (5)

1,314

165

12.56%

Name Not Verified (0)

1,314

389

29.60%

Page 2 of 7

Callcredit Information Group, One Park Lane, Leeds, West Yorkshire. LS3 1EP Tel: 0845 60 60 609 Email: [email protected]

Audit Detail User Suppression, Deduplication and Mover Tracing Service

Processed

Matched

%

-

-

-

1,314

46

3.50%

1,268

28

2.21%

1,240

120

9.68%

-

-

-

120

0

0.00%

1,240

19

1.53%

Processed

Matched

%

1,221

7

0.57%

1,214

42

3.46%

1,172

15

1.28%

GAS - The Gone-Away Suppression file is made up of confirmed gone-aways.

1,157

136

12.14%

- GAS Reactive - (Forwarding Address) - Trace customers to their new address.

136

25

18.38%

- GAS Reactive - (Occupier Update) - Obtain the name of the new occupier at the vacated

136

45

33.09%

- GAS Reactive - (Both Forwarding Address & Occupier Update) - Obtain the new address of your customer and also the name of the new occupier.

136

16

11.76%

Purity - Acxiom Purity contains 13.1 million verified and confirmed goneaways - no

1,021

22

2.15%

999

21

2.10%

Processed

Matched

%

1,314

1

0.08%

1,313

15

1.14%

User Suppression File - By uploading a user suppression file, records can be removed from the file prior to the standard suppression screening. - User suppression file name: 'CoNotMail [6478]' Match Level: I

Deduplication - The removal of records that are the same as other records in the file, according to your chosen criteria. (Address, Surname and Initial)

NCOA Update - (National Change of Address) - The National Change of Address file enables us to provide a forwarding address, where an individual has redirected their mail.

User Suppression File - (after NCOA Update) - User suppression file name: 'DoNotMail (6478)' ( Match Level: I)

Deduplication - (after NCOA Update)

Deceased and Goneaway Screening Service NDR - The National Deceased Register (NDR) from The Ark is built using data derived from the management of financial services products including life insurance, pensions and annuities.

TBR - The Bereavement Register is a file of deceased individuals who have been registered by their relatives.

Mortascreen - A file of deceased individuals gathered from both verified and unverified sources.

address.

postal returns.

NCOA Suppress - NCOA Suppress is built from the Royal Mail's redirection database and contains 35 million records.

Mailing Preference Services Service Baby MPS - The Baby Mailing Preference Service, a file containing details of individuals who have recently lost a baby or had a miscarriage.

MPS - The Mailing Preference Service, a file containing individuals who do not wish to receive unsolicited direct mail.

Page 3 of 7

Callcredit Information Group, One Park Lane, Leeds, West Yorkshire. LS3 1EP Tel: 0845 60 60 609 Email: [email protected]

Audit Detail Additional Processes Service Email Syntax Validation - The supplied email addresses have been checked to ensure they are in a valid format.

Salacious Word Screening - The supplied name and address lines have been screened to identify offensive words.

Processed

Matched

%

N/A

-

-

1,314

0

0.00%

Processed

Matched

%

1,314

266

20.24%

Credit Services Service CallScreen - The supplied name and address records have been suppressed because a CCJ, BAI or IVA has been identified against them in the last 6 years.

Page 4 of 7

Callcredit Information Group, One Park Lane, Leeds, West Yorkshire. LS3 1EP Tel: 0845 60 60 609 Email: [email protected]

Audit Detail Telephone Numbers Service

Processed

Matched

%

database for the UK. You have searched the full OSIS database; DE/DQR entries where we can append a number and XD entries - where we can only append a flag.

968

275

28.41%

- Records matched with number available (DE & DQR entries)

968

21

2.17%

- Record matched, but number is Ex-Directory (XD entries)

968

254

26.24%

4

3

75.00%

- Records matched with number available (DE & DQR entries)

4

0

0.00%

- Record matched, but number is Ex-Directory (XD entries)

4

3

75.00%

21

5

23.81%

0

0

0%

Records

%

Telephone Number Appending - BT OSIS - The directory information

Telephone Number Appending - BT OSIS (NCOA Update) - Forwarding addresses searched against BT OSIS. (Full file including XD entries)

TPS - Telephone numbers that have been registered by consumers who do not wish to receive unsolicited telemarketing calls.

TPS - Telephone numbers on input file (Field Telephone Number 1).

Telephone Number Comparison Flag

Description

A

No client number, no OSIS match.

0

0.00%

B

No client number, number found on OSIS.

0

0.00%

C

No client number, XD found on OSIS.

0

0.00%

D

Client number present, no OSIS match.

1,036

78.84%

E

Client number present, verified by OSIS match.

0

0.00%

F

Client number present, different number found on OSIS.

21

1.60%

G

Client number present, XD found on OSIS.

257

19.56%

Page 5 of 7

Callcredit Information Group, One Park Lane, Leeds, West Yorkshire. LS3 1EP Tel: 0845 60 60 609 Email: [email protected]

CAMEO Profiling Results NEW! CAMEO UK GROUPS – Profile of your customers In May 2014, CAMEO UK was completely rebuilt with brand new data sets and revolutionary modelling techniques. The new CAMEO segmentation still contains 10 key marketing groups; however these groupings will be different to the previous version and are not comparable. This CAMEO UK report profiles your customer data at postcode level to help you understand the characteristics of the people who live in the neighbourhoods where your customers live. If you want a more granular view of your customer base, a category level report is available, breaking down the 10 groups into 68 detailed consumer segments. You can also drill down to get the CAMEO UK segmentation at a household and individual level. The additional CAMEO profile reports are available via the ‘Profile Reports’ service when submitting your job. Your Data CAMEO UK Group - Profile Table

UK Data

Records

%

Records

%

Index

Z-Score

1: Business Elite

2

0.15

2,447,534

6.01

2.54

-54.16

2: Prosperous Professionals

1

0.08

2,129,219

5.22

1.46

-67.32

3: Flourishing Society

3

0.23

4,241,084

10.41

2.20

-76.92

4: Content Communities

5

0.38

4,786,338

11.74

3.24

-66.59

5: White Collar Neighbourhoods

9

0.69

3,846,382

9.44

7.26

-38.29

6: Enterprising Mainstream

10

0.76

3,551,014

8.71

8.74

-33.01

7: Paying The Mortgage

44

3.35

6,486,771

15.92

21.05

-25.19

8: Cash Conscious Communities

160

12.19

4,725,912

11.60

105.09

0.70

9: On A Budget

341

25.97

4,595,471

11.28

230.32

12.18

10: Family Value

738

56.21

3,835,988

9.41

597.19

34.20

CAMEO UK Group - Index Chart 1: Business Elite 2: Prosperous Professionals 3: Flourishing Society 4: Content Communities 5: White Collar Neighbourhoods 6: Enterprising Mainstream 7: Paying The Mortgage 8: Cash Conscious Communities 9: On A Budget 10: Family Value

The bar chart shows the index values associated with each CAMEO UK Group relative to the UK. An index value of more than 100 indicates that your data is over-represented in that Group compared the national distribution of households. Groups with index values less than 100 are under-represented within your data compared to the national average. For example, an index of 120 means that your market penetration in that Group is 20% above average, while an index of 80 means the penetration of your customers is 20% below average.

Page 6 of 7

Callcredit Information Group, One Park Lane, Leeds, West Yorkshire. LS3 1EP Tel: 0845 60 60 609 Email: [email protected]

CAMEO Profiling Results Gender Profile of your Customers This section enables you to profile your data against Gender to identify whether your customers are male or female. Your Data Gender - Profile Table

Records

%

Male

285

22%

Female

950

72%

Unknown

79

6%

Geographic Profile of your Customers This section enables you to profile your customers against the region of the UK in which they live. Your Data Geographic Region - Profile Table

UK Data

Records

%

Records

%

Index

Z-Score

East Anglia

0

0.00

1,632,140

4.02

0.00

-1,303.84

East Midlands

2

0.15

2,597,650

6.40

2.38

-57.61

London

0

0.00

2,718,273

6.70

0.00

-1,706.41

North West

597

45.43

4,121,707

10.16

447.09

25.74

North

258

19.63

2,309,770

5.70

344.77

12.76

Scotland

195

14.84

3,550,988

8.76

169.51

6.28

South East

1

0.08

9,598,388

23.66

0.32

-306.37

South West

0

0.00

3,421,294

8.44

0.00

-1,932.27

Wales

5

0.38

2,052,925

5.06

7.52

-27.31

255

19.41

3,792,634

9.35

207.56

9.29

Yorkshire and Humberside

1

0.08

3,789,027

9.34

0.81

-120.58

Northern Ireland

0

0.00

976,272

2.41

0.00

-1,000.07

West Midlands

Geographic Region - Index Chart East Anglia East Midlands London North West North Scotland South East South West Wales West Midlands Yorkshire and Humberside Northern Ireland

Page 7 of 7

Callcredit Information Group, One Park Lane, Leeds, West Yorkshire. LS3 1EP Tel: 0845 60 60 609 Email: [email protected]