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R1 launches industry first innovation in data management

Case Study - Email Data Request System (EDRS)  

Business Challenge

As a leading data partner, Response One (R1) manages complex data file selections on behalf of their clients. A strict data hygiene and compliance methodology is followed to ensure that every file is validated and analysed to meet the desired campaign criteria, and delivered to the clients database bureau on time, in format and to schedule. Any delay can mean the difference between success and failure for a strategically phased mailing campaign. Tracking campaigns that consist of millions of records from multiple sources ensuring that each meets all campaign requirements is an arduous task. To address these challenges R1 has designed a bespoke automated system which is unique in the list broking sector. The Email Data Request System (EDRS) receives all incoming data, checks and validates its contents, confirms receipt to the data provider, and uploads all files to a single location for downloading by the bureau. This has improved client service levels while substantially reducing man hours spent on administration.

Solution

(EDRS) automates four key functions of the data management process: Validation and Receipt, Analysis, Secure Transfer and Account Management.

Validation and Receipt
EDRS automatically receives data files by email, matches to a specific job number and retrieves details of the order. Data suppliers simply complete a delivery form which is sent with the file to a dedicated email. Crucially, the encrypted file is protected by a password which R1 generates individually for each order. Incoming data is logged against the client’s job and order number, providing a full audit trail of delivery. Files are then unzipped and validated. If any of the required elements – delivery form, correct order number, password or data – are missing, the data supplier receives a bounceback notification via email. Previously the process was managed by R1’s team of data controllers who would open and check all of the various files manually. This time intensive process left little time to resupply data if any problems emerged.

Analysis
The data is then analysed to check quantity, format, gender, address and postal exclusions. An analysis report, flagging any issues such as postcode validity below a certain threshold, is produced and emailed to the supplier providing proof of delivery, a first in this sector. The system provides full visibility and tracking of data by client, job and order number, a vital support when multiple data sets are being sourced.

Secure Transfer
As data is downloaded and validated, the system uploads files throughout the day to a highly-secure, dedicated ftp site. The database bureau can download all available data sets in one go and begin processing. This reduces delays and avoids accidental duplication or confusion between clients and jobs.

Account Management
Detailed project management reports provide vital information that tracks the status of every campaign file. Reports assist with the prioritisation of workloads, contingency planning and enable R1’s planners to proactively manage any potentially difficult situations before they impact on a clients campaign.

Results

EDRS streamlines the data management process and significantly reduces man hours. The system diminishes the potential for human error, ensures a strict adherence to data hygiene and compliance principles and provides a full audit and tracking facility that is invaluable for both clients and suppliers. Matt Steer, R1’s Head of Development comments “EDRS has revolutionised the way we work. It is an industry first that we are extremely proud of and our clients and suppliers are delighted with the results”. R1 is now processing over 100 million records per year through EDRS, handling around 50 e-mailed files per day and delivering a 24/7 service to both clients and data owners.