Using Data to Identify Suitable Properties for Renewable Energy Solutions in the UK

Sep 11, 2024 | Data Cleansing

In the quest for a sustainable future, identifying properties suitable for renewable energy solutions like solar panels and heat source pumps is crucial for companies offering renewable energy and insulation products. Leveraging data can significantly enhance the accuracy of this identification process.

The Role of Data in Renewable Energy Suitability

Data plays a pivotal role in determining the suitability of properties for renewable energy solutions. By analysing various data sources, we can gain insights into which households are most likely to benefit from and afford these technologies. Here are some key data points to consider:

1. Household Income and Affordability

– Income Levels: Data on household income can help identify areas where residents are more likely to afford renewable energy solutions. Higher income areas may have more disposable income to invest in technologies like solar panels and heat source pumps.

– Government Incentives: Information on available government grants and incentives can also be crucial. Areas with higher uptake of these incentives might indicate a greater willingness and ability to invest in renewable energy.

Vector concept of investment in real estate

2. Property Characteristics

– Building Age and Type: Older buildings may require more insulation and retrofitting to be suitable for renewable energy solutions. Data on the age and type of buildings can help prioritize properties that are easier and more cost-effective to upgrade.

– Energy Efficiency Ratings: Properties with higher energy efficiency ratings are often better candidates for renewable energy installations. Data from Energy Performance Certificates (EPCs) can be invaluable in this regard.

3. Demographic Data

– Population Density: Areas with higher population density might have more properties suitable for communal renewable energy solutions, such as district heating systems.

– Age Demographics: Younger populations might be more inclined to adopt new technologies, while older populations might need more incentives and support to make the switch, although they are more likely to have savings and an income to pay for renewable energy technologies.

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Combining Data for Comprehensive Analysis

To accurately identify suitable properties, it’s essential to combine these various data points into a comprehensive dataset. The Ark’s Net Zero File achieves just this by combining the physical attributes of over 29.5m UK residential properties with detailed modelled information on the households living in them, creating a multi-dimensional of almost every household in the UK.

Practical Applications and Case Studies

Several initiatives in the UK have successfully used data to identify suitable properties for renewable energy installations. For example, local councils, energy companies and local and national installers have collaborated to use EPC data and household income information to target energy efficiency improvements and renewable energy installations in specific neighbourhoods. We have been involved in a number of these programmes.

Conclusion

Using data to identify residential properties suitable for renewable energy solutions is a powerful approach that can lead to more targeted and effective installations and at a lower cost of acquisition. By focusing on household income, property characteristics and demographic data, we can ensure that households with the greatest potential are identified so that renewable energy solutions are deployed where they are most needed and can have the greatest impact. This data-driven approach not only promotes sustainability but also helps households save on energy costs and contribute to a greener future.

– Martin Jaggard – Director at The Ark

The Importance of Maintaining Customer Data: A Proactive Approach to Deceased and Gone Away Suppression

Sep 3, 2024 | Data Cleansing, Deceased Identification, Goneaway Identification

In today’s data-driven world, maintaining accurate and up-to-date customer data is crucial for any organisation. Not only does it enhance operational efficiency, but it also fosters trust and loyalty among customers. One critical aspect of data maintenance is the suppression of deceased and gone away records. This blog explores the importance of maintaining customer data, the benefits of deceased and gone away suppression, and how organisations can leverage in-situ data cleansing within their own cloud platforms.

Why Maintaining Customer Data Matters

Identity resolution is not just a feature; it’s a necessity for the success of data cleanrooms. It allows companies to:

1) Enhanced Customer Experience: Accurate data ensures that communications are relevant and timely, enhancing the overall customer experience. Misaddressed communications can lead to frustration and a negative perception of the brand.

2) Regulatory Compliance: Many industries are subject to strict data protection regulations. Maintaining accurate data helps organisations comply with laws such as GDPR, which mandate the proper handling of personal information.

3) Cost Efficiency: Clean data reduces the costs associated with undeliverable mail, incorrect billing, and wasted marketing efforts. It also minimizes the resources needed to manage and rectify data errors.

4) Improved Decision Making: Reliable data is the foundation of effective decision-making. It enables organisations to analyse trends, forecast demand, and tailor their strategies to meet customer needs.

The Role of Deceased and Gone Away Suppression

1) Respect and Sensitivity: Sending communications to deceased individuals can be distressing for their families. Suppressing these records demonstrates respect and sensitivity, preserving the organisation’s reputation.

2) Data Accuracy: Removing outdated records ensures that the database reflects the current customer base, leading to more accurate analytics and insights.

3) Fraud Prevention: Deceased records can be exploited for fraudulent activities. Suppressing these records helps mitigate the risk of identity theft and fraud.

4) Resource Optimisation: By eliminating gone away records, organisations can focus their resources on engaging with active customers, improving the efficiency of marketing and customer service efforts.

Benefits of In-Situ Data Cleansing in the Cloud

In-situ data cleansing refers to the process of cleaning and maintaining data within the organisation’s own cloud platform. This approach offers several advantages:

1) Real-Time Updates: In-situ cleansing allows for real-time updates, ensuring that the data is always current and accurate. This is particularly important for dynamic customer databases.

2) Enhanced Security: Keeping data within the organisation’s cloud platform reduces the risk of data breaches and unauthorised access. It ensures that sensitive information is handled in compliance with security protocols.

3) Cost Savings: In-situ cleansing eliminates the need for third-party data cleansing services, reducing costs associated with data transfer and external processing.

4) Customisation: Organisations can tailor the cleansing process to their specific needs, incorporating custom rules and algorithms that align with their business objectives.

5) Scalability: Cloud platforms offer scalable solutions that can grow with the organisation. In-situ cleansing ensures that data management processes can adapt to increasing volumes of data without compromising performance.

Proactive Data Management: A Strategic Imperative

Proactive data management is not just about maintaining accuracy; it’s about anticipating and addressing potential issues before they arise. By implementing in-situ data cleansing and deceased and gone away suppression, organisations can:

Build Trust: Demonstrating a commitment to data accuracy and customer respect fosters trust and loyalty.
Enhance Efficiency: Streamlined data processes lead to more efficient operations and better resource allocation.
Drive Growth: Accurate data supports informed decision-making, enabling organisations to identify opportunities and drive growth.

And finally…

The Ark are well placed to help organisations address the problem of deceased and gone away suppression with our National Deceased Register and Re-mover Gone Away suppression files. These datasets can also be delivered proactively through our JetStream data cleanroom solution, providing a cloud-based in-situ solution for organisations looking to maintain their customer data.

Take a look at JetStream in our video:

The takeaway? Maintaining customer data is a strategic imperative for modern organisations. By proactively managing data through in-situ cleansing and deceased and gone away suppression, businesses can enhance customer experience, ensure compliance, and optimise resources. Embracing these practices within their own cloud platforms positions organisations for long-term success in an increasingly data-centric world.

– Martin Jaggard – Director at The Ark

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Demystifying Identity Resolution in Data Cleanrooms

Aug 16, 2024 | Data Cleansing

In the ever-evolving landscape of data analytics and marketing, the concept of data cleanrooms has emerged as a pivotal innovation. These secure environments allow companies to share first-party data in a neutral, privacy-compliant manner, enabling collaborative analytics without compromising individual data privacy. A key component of this process is identity resolution—the ability to match and resolve identity data across various sources to create a unified view of an individual.

The Role of Identity Resolution in Cleanrooms

Identity resolution is not just a feature; it’s a necessity for the success of data cleanrooms. It allows companies to:

1) Resolve and match identity data from disparate sources, providing a more comprehensive data foundation for analysis.

2) Generate valuable insights that lead to enhanced customer experiences.

3) Create smarter activation and targeting strategies, resulting in more holistic measurement and attribution.

4) Create Single Customer Views and ‘Golden Records’ from disparate silos of customer data.

Crafting Single Customer Views with Identity Resolution

One of the most transformative applications of identity resolution within data cleanrooms is the creation of Single Customer Views (SCVs) and ‘Golden Records’. These concepts are central to achieving a holistic understanding of customers, which is crucial for delivering personalised experiences and strategic marketing.

Single Customer Views (SCVs)

An SCV is an aggregated, consistent, and comprehensive representation of the data known by an organization about its customers. Here’s how identity resolution contributes to this:

Aggregation: Identity resolution gathers customer data from multiple sources, ensuring no valuable insights are lost.

Consistency: It resolves discrepancies in data, which is essential for maintaining a consistent view across all touchpoints.

Comprehensiveness: By resolving identities, it fills in the gaps, providing a fuller picture of customer behaviours and preferences.

‘Golden Records’

A ‘Golden Record’ is the ultimate, definitive record for an individual customer, created by merging all of their information. It’s considered ‘golden’ because it’s the most complete, accurate, and valuable single point of truth about that customer. Identity resolution ensures that:

Accuracy: Data from various sources is accurately matched and deduplicated to form a single, error-free record.

Value: The ‘Golden Record’ becomes a key asset for businesses, enabling better decision-making and more effective customer engagement.

The Impact on Marketing and Customer Experience

With SCVs and ‘Golden Records’, businesses can:

1) Deliver Personalized Experiences: Tailor marketing efforts and customer interactions based on a deep understanding of individual preferences and behaviours.

2) Improve Customer Loyalty: Use the comprehensive data to anticipate needs and exceed customer expectations, fostering loyalty.

3) Enhance Operational Efficiency: Streamline processes by having a single, reliable source of customer data.

Identity resolution is not just a technical process; it’s a strategic tool that empowers organisations to create meaningful, data-driven customer relationships. The use of identity resolution in cleanrooms to forge SCVs and ‘Golden Records’ is a testament to its pivotal role in the modern data ecosystem.

Overcoming the Challenges

While data cleanrooms offer numerous benefits, they are not without their challenges. High costs and the complexity of use are significant barriers for many organisations. However, integrating an identity resolution solution can streamline the process, making it more accessible and effective.

Cost-Effectiveness and Efficiency

By incorporating identity resolution, companies can reduce the financial burden and resource allocation typically associated with data cleanrooms. This integration simplifies the matching process and enhances the value derived from the collaboration.

Enhanced Security and Compliance

Identity resolution within cleanrooms ensures that sensitive data remains protected, adhering to stringent privacy laws and consumer data security standards. This approach respects consumer privacy while still allowing for meaningful data analysis.

The Future of Identity Resolution with JetStream in Advertising, Maintenance and Creating SCVs

The Ark’s JetStream is at the forefront of this technology, offering solutions that help customers integrate clean rooms into their workflows. With JetStream, organisations can collaborate with media publishers, and agencies securely, improving campaign planning, activation, measurement, and consumer experiences.

JetStream is unique in that it offers organisations the ability to create SCVs from disparate sources of customer data, securely within their own cloud-based platform. JetStream also provides a full suite of data maintenance solutions ensuring organisations have consistent and reliable customer data at all times.

And finally…

The integration of identity resolution in data cleanrooms represents a significant step forward in the responsible use of consumer data. As companies navigate the post-cookie world, cleanrooms equipped with identity resolution capabilities will become indispensable tools for secure, insightful, and compliant data collaboration.

– Martin Jaggard, Director at The Ark

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The Ark passes rigorous independent data compliance audit by the DMA

Jun 30, 2021 | Comment, Data Cleansing, Deceased Identification, GDPR, Goneaway Identification, Identity Fraud, National Deceased Register, Re-mover

Martin Jaggard, Managing Director of The Ark

Oxfordshire-based data specialist – The Ark – has been accredited after passing the Data & Marketing Association (DMA) rigorous and thorough compliance audit process. Membership of the DMA is an endorsement that The Ark is a dedicated and responsible marketer.

The Ark – which was created in 2003 – is the market-leader in helping companies of all sizes combat identity fraud and ensuring that they comply with legal regulations including GDPR. Its services include the National Deceased Register (NDR) – the country’s most accurate and reliable deceased identification file and Re-mover Goneways – which captures over 90% of all movers in the UK.

All DMA members are subjected to a lengthy and evidence-driven process before receiving accreditation. In the case of The Ark, it looked for evidence of its understanding of GDPR and how it was applied to the creation of identification files. It also focussed on the due diligence The Ark undertook for each data source it uses. All data companies offering PII data have to undergo this audit once every 3 years. The DMA comprises the Data and Marketing Association and the Institute of Data & Marketing (IDM) and represents over 1,000 members across the UK’s data and marketing landscape.

“The updated compliance process ensures that DMA Members continue to work to the highest standards, and that Membership remains a badge of accreditation that can be trusted in a data-driven world” commented DMA Managing Director, Rachel Aldighieri.

The Ark Managing Director, Martin Jaggard is delighted to be recognised by the DMA “Identity fraud is the UK’s fastest growing crime and with our existing products and those in development, we are in pole position to help our clients combat the threat. We are pleased that the DMA has recognised The Ark as dedicated, responsible marketers. We have worked through the COVID-19 pandemic to ensure that our clients have received faultless service and look forward to their, and indeed our continued success for the rest of this year and into the next”.

CoviDirect Mail best practice

Aug 18, 2020 | Data Cleansing, Deceased Identification, Direct Mail, National Deceased Register

Simon McLaven, CEO of The Ark

This year we have seen the shocking death toll from Coronavirus and are still witnessing its devastating effect on much of the UK economy. Everyone has been, and continues to be, affected by the pandemic.

As we work towards the new normal, I have spoken to numerous marketing practitioners many of whom are facing a similar challenge – the need to increase direct mail activity in order to recover revenue lost during the last six months and more significantly, remain sensitive to the mood of the country.

In the planning of a direct mail campaign, it’s important to know that mailing deceased individuals can not only lead to a costly GDPR breach; but is also one of the most frequent complaints received by the Information Commissioner.

No one wants to cause distress through their marketing activities, particularly while the whole country is feeling vulnerable. Mailing deceased records can also damage your brand reputation and, right now, you really need to be building strong relationships.

Today more than ever, it’s critical to make sure that mailing files contain as few deceased records as possible, preferably none. The question I frequently hear is – can I do more to stop mail arriving with a recently bereaved relative?

Unless you are already using The Ark for deceased suppressions, the answer is almost certainly – Yes, you can do more. Here are 4 things to think about when planning your data suppression:

1. Ensure your suppression strategy has comprehensive coverage

You may well work for one of the many companies who license just one deceased suppression file. If so, you could unknowingly be putting your brands at risk. A single source of deceased data rarely provides the complete coverage that you need and the differences between deceased suppression files can be significant.

Evaluations of The National Deceased Register – exclusive to The Ark – shows that more than 30% of its data, about a third of deceased individuals, do not appear in other deceased suppression file. If you’re not using The National Deceased Register, you could be at risk of mailing a significant number of deceased individuals in your database.

2. Remain in control of key decisions about your data when outsourcing

Even if you’re outsourcing to a good data processing bureau, keep in touch with them regularly to make sure you fully understand which deceased suppression files are being used for your mailing. It is vital to stay in control of what happens to your data. The data controller is obliged to protect personal data against loss or compromise and have clear, legally ratified, agreements in place with the processor so that the processor can only act on the instructions of the controller. Clearly, abdicating responsibility for data screening or being unaware that screening is not being done properly, is contrary to GDPR and therefore contrary to the law. The cost of a data breach can be up to €20 million – about £18 million – or 4% of annual global turnover whichever is greater. As a data controller, you can’t afford to be ignorant about data processing.

3. Don’t bypass stringent data checks and processes

The direct mail process is losing experience and continuity in this Covid 19 era.

Marketing teams are becoming fragmented through redundancy and furlough. As remaining staff work from home without the immediate support of experienced colleagues, attention to deceased suppression could easily fall through the net; this can be exacerbated if there is pressure to implement campaigns quickly to help businesses recover.

Companies rushing to market while unknowingly mailing deceased individuals could see their brand reputation seriously damaged.

4. Always test your suppression strategy

All deceased suppression files have a level of overlap, however The Ark’s file holds more than 90% of all deaths. We will work with you to provide a free evaluation of your data as part of our commitment to helping you minimize the risk of mailing deceased individuals.

Management information gained from this type of test match will demonstrate how many deceased customer records are not being identified using your current deceased suppression, as well as showing the significant savings available.

One of the UK’s largest insurers recently carried out such a test and found that, of its database of 22 million records, almost 100,000 individuals, flagged as live, were actually deceased. This worryingly large number had gone undetected by all the suppression files it had previously relied upon to keep its data up-to-date.

It is so important at this time that customers can rely on their personal data being treated with respect. Mailing the deceased and upsetting newly bereaved families is a surefire way to destroy the brand loyalty and values that you have worked so hard to build.

We at The Ark, see the bigger picture; spending a small amount of money can protect your customers’ families and protect your brand reputation.

Is poor data sabotaging your campaign performance?

Sep 21, 2017 | Data Cleansing, Deceased Identification, GDPR, Goneaway Identification

Complacency when it comes to data suppression could be sabotaging your campaign performance and may also derail your GDPR compliance plans.

That’s the reality facing even those marketers who already use deceased and gone-away suppression services but who do not regularly evaluate their providers and put the health of their databases to the test.

Holding out-of-date records (whether knowingly or not) is a clear infringement of several key areas of GDPR, not least the basic principle of data accuracy. What’s more, you need to demonstrate compliance – and that means being able to prove the effectiveness of your suppression solution.

So what are the starting points to creating a watertight suppression strategy?

Guard against inertia

Despite the widely adopted practice of supplier switching in the consumer arena to reduce costs or improve services, there is often much resistance within businesses. This may be because the decision-makers are also responsible for implementation and it is simply easier to stick with the status quo rather than tinker with something that is deemed to be working. Sometimes there is also the perception that change would cause unnecessary upheaval to the wider IT systems in which suppression is embedded.

Whatever the reason, relying on outdated legacy suppression files will certainly result in deceased and goneaway data slipping through the net.

Your chosen suppression files should be evaluated regularly to make sure they are doing their job – reducing campaign wastage, providing the building blocks for advanced data insight and keeping you compliant.

Be rigorous in supplier management

In our experience, much of the procurement decision-making in suppression is still reliant on human judgement rather than an objective data evaluation. But GDPR (and the threat of large fines) is likely to change this.

Each organisation needs to have a structured approach to supplier evaluation, selection and review. This should be underpinned by clearly defined criteria and well communicated processes, so that you can make evidence-based decisions that will stand up to scrutiny. Indeed the evaluation in itself would provide valuable supporting evidence to the ICO that you are taking proactive steps to keep your databases as clean and compliant as possible.

Don’t put all your eggs in one basket

Every supplier of suppression data should be included in your evaluation. This is because relying on a single file rarely identifies all known deceased, and it is simply wrong to claim otherwise. Although there is a degree of overlap, each file is created from different data sources and you need to understand how they vary in terms of data provenance, verification method, speed to market and proportion of unique records.

Take the example of one of the country’s largest general and life insurers. They recently evaluated our flagship product, the National Deceased Register (NDR), and found 89,000 deceased customers that had gone undetected by the two deceased suppression files they had been relying on for decades. This clearly illustrates the risks of relying on legacy suppression files without evaluating newer entrants in the market.

Plus, suppression services are evolving with new, innovative products coming on to market so keeping on top of the latest developments will ensure you remain ahead in data strategy.

Beware ‘biggest is best’ claims

One of the most misleading selling points from data suppliers is file size. We are proud to say that a recent independent evaluation of the main files on the market revealed the NDR as having the highest proportion of unique records despite being the smallest file.

So why does file size vary so dramatically? Some include records that date back to the mid-1980s, whereas we have chosen only to include deaths notified from the turn of the century. It is our view that older data is redundant because any organisation that has licensed suppression files in the past will already have flagged or deleted these customers. Also, some files are inflated by the inclusion of individuals who are thought to have died but where further verification is necessary. We stringently check our data and filter out those that remain unconfirmed.