The Logic Group’s insight consultants provide a range of data enhancement services designed to ensure that data is efficiently collected, managed and that communications can be accurately targeted.

The value of customer data is dependent upon its accuracy; every year businesses waste millions due to sending mail that is either duplicated or delivered to incorrect addresses. Costs can be reduced and credible consumer perceptions ensured through verifying the data. The group’s consultants can check data against a variety of sources, such as PAF (Post Office Address File), ensuring that it is both accurate and current. The group can also handle data preparation, transfer to a loyalty database, production and personalisation of loyalty scheme membership cards and the mailing of welcome packs.

In addition, with thousands of consumers and business contacts now registered with the telephone, mail and fax preference services, communications now run the risk of not only annoying consumers but resulting in regulatory fines. Again, the group’s consultants can verify the data and ensure that communications are sent to the right people at the time.

We can also add value to the data by enhancing it with geo-demographic (such as gender, age, location, lifestage, property type, income range, travel distance, region and area and so on), attitudinal and lifestyle information from the ACORN and MOSAIC databases. Using this data the group can help clients with effectively segmenting their customer base, identifying which customers are most valuable to a business and building up a significantly more detailed and nuanced view of its clients than would have been possible before.

Within many organisations information is dispersed between differing functions and departments, preventing the development of a joined-up view of the business and its customers. The group’s consultants can help organisations with designing simple and comprehensive systems for collecting and managing data, enabling them to have a single view of their customers and their own organisation. Insight can provide a full picture from all customer touch-points, which can then be used as a foundation for a whole range of strategic programmes, from up-selling to customer retention and monitoring market trends.