Frequently asked questions

Why is it important for a company to have updated and reliable databases?

Name and address data from clients are the main core in any direct marketing communication and in the relationship between companies and markets.

SAccording to Gartner Group: “Ambiguous or incomplete data are the main cause of failure of Business Intelligence and CRM projects”.

Regardless of how original and innovative the technology used in the relationship with clients (CRM, ERP, call-center, micromarketing…) is, the name and address is always the starting point, and having those data with errors will impede the successful compliance of the fixed goals.

What will be the future evolution of DEYDE products?

DEYDE, in its continuous backing of evolution, has its own R&D department, where the development of new products along with the maintenance and improvement of the existing ones takes place through:

  • The creation of a method for the evaluation of Data quality, that includes a set of metrics and indicators for the different applicable quality dimensions.
  • The design of techniques of visualisation for the Quality of data.
  • The definition of techniques of improvement of the Data quality.
How often does DEYDE update their master data (strees, postal codes...) in their systemet maps, citis?

Internal DEYDE systems data are updated on a daily basis thanks to a wide set of encoders, that work permanently on that task.

DEYDE realises a data fusion task from the different available sources (National Statistics Institute, Correos, City councils and Cadastral) enriching them with data extracted from digital cartography and its own experience dealing with their client data.

DEYDE receives and manages data from Correos every three months, from the National Statistics Institute every six months, from the City Councils everyday and from cadastre regularly. Digital cartography is updated every six months.

DEYDE reflects that updating in its customers with the agreed periodicity: twice monthly, three-months, six-months…

How could I provide Data Quality to my organisation?

DEYDE provides the use of their software in many ways. Please, visit the related section in the menu “Products” for more details.

¿How could I know the state of my customers' data regarding to Data Quality?

DEYDE is able to undertake a Data Quality diagnosis in a sample of your database. In this way, you will know, for example, and amongst other things, the redundant names and addresses, the duplicated and the incorrect postal codes in your files.

Is it legal to modify customer personal data without notifying that to them?

According to the Article 4 of the Personal Data Protection Law (Ley de Protección de Datos Personales) (LOPD 15/1999):

  • 3: “Personal data shall be accurate and updated in such a way as to give a true picture of the current situation of the data subject.”
  • 4: “If personal data subjected to processing is proven to be inaccurate, either in whole or in part, or incomplete, they shall be erased and replaced ex-officio by the relevant rectified or complete data…”
Will I have less postal returns if I realise a standardisation process of names and addresses?

Yes, postal returns will be reduced by up to 60%.

Standardisation solves these defects that impede letters to arrive to their addressees. Corrects or updates street names and cities, assigns correct postal codes, etc.

Moreover, standardisation marks unreachable addresses and non-identifiable names to avoid unfeasible mail shipments, retaining only those returns caused by address changes that customers had notified of.