- Consumer data degradation undermines the effectiveness of outbound mailing and calling campaigns and reduces response rates
- disConnect contains gone away information collated over the past 6 years and includes details of more than 26 million records
- Updated monthly, the file is claimed to contain a significant number of unique gone away records
- Screening against disConnect enables marketers to suppress the details of gone aways, reducing production costs and the cost per response
Industry research suggests that companies lose touch with up to 15 per cent of their customer database every year as a result of changes in their customers’ circumstances. This level of attrition can have a significant impact on campaign effectiveness and response levels.
Launched in 2005, disConnect is a suppression product from Equifax. The database contains over 26 million records collated during the past 6 years, including more than 25 million gone aways and over 750,000 deceased records.
Receiving monthly updates of 500,000 plus new entries, Equifax claim that in comparisons with existing suppression files approximately 50 per cent of the gone away records on disConnect are unique.
By screening customer or prospect data against disConnect users are able to remove or permanently flag those records that match, suppressing them from future calling or mailing campaigns to avoid wasting time, effort and budget on targets that have moved on.
