Data Cleansing

Don’t sign off on anything but the cleanest, most accurate data. It’s simply not worth it.

Data cleansing doesn’t just save you the cost of misdirected mail. It protects your brand from the damage caused by unwanted or unnecessary direct marketing.

Alliance Data has the tools and data suppression processes to ensure your message gets to the right people. Processes include the removal of duplications, the deceased as well as name and address validation, correction and relocation.

Clean data is your badge of honour. Wear it with pride.

Successful marketing campaigns are built on clean, accurate data. Its what you need if you want to reach the right people with the right messages – and avoid the waste and brand damage that results from sending unnecessary and unwanted marketing.

Put simply, if you don’t look after your data, you can’t look after your customers. Data decay is inevitable. Life is never static – every day people die, move house, change their phone numbers or add their details to the Do Not Call Register (DNCR). Inaccurate customer data carries real risks; duplication of marketing spend, waste of resources, lost opportunities and reduced impact of communications.

Once you make data integrity a priority, you can really get to know your customers and you have the best possible foundation for profitable marketing activity.

Our data cleansing software combines superior data matching with rapid processing to deliver a suite of flexible services:

Standardise, Update & Dedupe

Before you do anything else, this is where you should start. A general data cleansing process includes address format standardisation against Australia Post’s Postal Address File (PAF), update of key contact address information to ensure accurate matching and application of the correct de-duplication level (individual, household or address).


To keep your database in tip-top condition it’s important to regularly screen your data to remove or flag unresponsive records. Alliance Data has developed and maintains a suite of data suppression file products, which enables you to flag deceased and gone-away records, relocate lapsed customers as well as screening against the ADMA Do Not Mail and the ACMA Do Not Call Register (DNCR) preference services.


To help with retention and reduce churn, once a customer is identified as a gone-away we can help you relocate them to their new address by applying products such as the New Address Enhancement (NAE) file and the NCOA.

Alliance Data’s suppression suite hosts one of the most comprehensive selection of commercially available suppression file products on the market today. In fact the combined volume of all the files exceeds 8 million names and addresses covering Deceased, Gone-aways and Relocations.

Mailing suppressed records is not only harmful to the environment wasting millions of tonnes of paper each year but its also costly and brand damaging

Data Cleansing - The Australian Bereavement Register

The Australian Bereavement Register (TABR) Suppression File – identify deceased individuals to suppress

Since its launch in 2012 TABR has been one of the most welcomed initiatives to hit the direct marketing industry in recent years. The purpose of TABR is to enable marketers to match their customer and prospect data with TABR and remove anyone who has died before marketing to them. With approximately 140,000 deaths in Australia per year, it’s important to clean your database regularly, using accurate information.

TABR is the only consumer facing deceased suppression file product on the market and is the only deceased suppression file, which engages directly with the bereaved gathering fully permissioned validated data. With a total of over 400,000 records held on the file, match rates on most input files being screened are usually around 1% – 1.5%.

Data cleansing - Gone Away Left Address Suppression

Gone-away Left Address File (GLA) Suppression File – ensure you do not mail gone-aways

The GLA Suppression File was created in 2012 to address the problem of mailing people who have moved house. Alliance Data continually monitors mover information and brings updates of activity to the market on a regular basis, ensuring not only the latest gone-aways are available for suppression, but also individuals that return to a previous address are identified and updated accordingly. With over 7+ million individual records, the Gone-away Left Address (GLA) Suppression File offers the greatest depth of gone-away suppression coverage available in the market place.

Data cleansing - New Address Enhancement

New Address Enhancement (NAE) File – ensure you have the correct new address details for your contacts

Statistics show that approximately 3.5 million people move house every year in Australia (up to 9,500 people per day) resulting in an ongoing decay of an organisation’s prospect and customer data. With as many as 38% of customers neglecting to notify their affiliated organisations of an address change, can you be confident you have the most up-to-date contact information? New Address Enhancement (NAE) File from Alliance Data provides up-to-date and verified change of address information enabling organisations to maintain, or regain, contact with Australian consumers when they move house.