Data Cleansing & Suppressions

A clean, accurate and structured database is an essential part of any company armoury. It is a key asset in retaining, communicating to current customers and developing future relationships with new customers.

Other advantages include:

  • Maximising your delivery rates
  • Maximise effectiveness of a mailing campaign i.e. getting a mail piece to the right person at the right address
  • It also provides you with a greater ability to interrogate your database

Data Ireland maintains Ireland’s most accurate databases, offering data hygiene, address validation and correction. We can update and correct your database easily and cost efficiently.

Data Ireland takes customer data and passes it through a comprehensive set of data cleansing tools to ensure that every record, where possible, is correctly structured, validated and ready to mail. In addition, duplicate records are removed from your mailing file.

Incorrect or out-of-date information can mean your company wastes valuable resources on customers you’ll never reach. Clean, accurate data improves productivity and lowers the cost of communicating with your client base.

Four Step Data Cleaning Process:

  1. Name and Address Standardisation

    Name and address standardisation services convert the names and addresses in your databases to one standard, manageable format. Your customer data is imported into Data Ireland’s system and mapped to our file structures. All data elements are then parsed to ensure that they are in correct and constant positions within each record. All unnecessary punctuation will be removed, abbreviated address elements identified and correctly expanded to their full length and multiple names parsed into individual fields.

  2. Address Cleansing and Validation

    Once all of the names and addresses in your databases have been standardised, the addresses are then validated.

    Address validation (or keying) verifies whether the standardised address is a valid one. We do this by matching it to our reference tables, the most comprehensive list of aliases, Gaelic versions and incorrect spellings of addresses available for the Irish market.

    Each valid address is then given a distinct reference key that identifies it uniquely within Ireland. Based on the combination of this reference key and other building identifiers, such as house number and house name, further grouping and record matching can achieve higher success rates. During this processing stage the system carries out more than 80 different checks on the name and address elements and these checks help us to analyse and identify trends in the data. This means we can write additional pre-processing programs to automate more of the process, and this reduces overall project costs by eliminating excess manual cleaning.

  3. De-Duplication

    Following the standardisation and keying/address validation of your records, we can de-duplicate and then group your data.

    Name and address de-duplication identifies and removes or flags multiple occurrences of the same name/address in a database.

    Name and address grouping will identify multiple occurrences of the same or similar name/address in a database. We will give each of these groups of customers identified as being at the same address a group code.

    We can de-duplicate or group your records according to a variety of parameters that range from exact match (forename, surname and complete address) down to an address match (townland or non-unique address). Where address reference keys have not been assigned to records in the standardising and keying processes (i.e., non-validated addresses) the system applies a ‘fuzzy logic’ algorithm to the address elements that usually de-dupes or groups an additional 5%-10% of the file.

  4. Data Suppression

    Data Ireland has a comprehensive database of suppression records, including name and address records of those who are deceased, gone-away or have requested not to receive direct mail. We can match a customer base to this database and flag them for you. Currently Data Ireland holds these suppression categories:

    • Mortality
    • Gone-away
    • MPS & TPS
    • Refused Mail Deliveries
    • Consumer requests for no further direct marketing mail

    All records on our own databases are flagged with these codes to ensure these records are not released for list rental and this minimises waste and annoyance.


To find out how Data Ireland can clean and maintain your databases easily and cost-efficiently, talk to our team today on 01 858 4800 or email info@dataireland.ie.