purity

Purity is a gone away suppression file provided by Acxiom; leading providers of information management solutions. The ethos behind the Purity file is that suppressing a false gone away can be as wasteful as mailing a gone away – each time you mail a gone away you are wasting money, but each time you don’t mail a person, as you believe them to have moved, you will be missing out on potential sales.

Acxiom Purity

Gone away data in Purity is compiled from Acxiom’s InfoBase database, and in line with their philosophy cleansing through Purity suppresses only records which have truly gone away, to an accuracy of 98.1 per cent.

Due to the high accuracy of the Purity file, false gone away suppression or flagging is avoided. This, in turn, affects both your customer management and acquisition productivity.

Screening your existing consumer database and flagging even one client as a false gone away could lose you a valuable customer. Likewise, if you screen a prospect mailing list and flag false gone aways a direct marketing campaign could miss potential new customers.

Suppression

In addition to Purity we utilise various suppression files to reap the most accurate results possible. We know that it is essential to only flag true gone aways, so we only use the most reputable suppression files on the market. Our other key suppression file is the Universal Suppression Service from Royal Mail, a highly accurate file as its primary data source is their entire mail redirection database.

Purity and other suppression files are utilised in our data cleansing solution and can be requested on a standalone basis or as part of a complete data cleanse. If you would like to find out how suppression will aid your customer and prospect relationships, please contact us.