DBS Purifi
DBS Purifi is a database that leverages DBS’s extensive B2C LifeBase data universe combined with home mover data to identify when a home is vacated. The data provided in the file include names, previous and new addresses, move dates, and opt-out information. As of June 2024, DBS Purifi contains over 31 million household records.
While not legally mandatory, using DBS Purifi is considered best practice within the industry as the database ensures companies maintain accurate and reliable contact lists, reducing the cost of wasted mailings to people who have moved and enhancing the effectiveness of their marketing efforts.
Introduction
What it is:
DBS Purifi is a data file that enables a company to identify and flag records of households that have recently moved. This service is vital for companies that need to ensure that their contact lists are up to date by capturing recent address changes. This dataset ensures continued communication with customers who have relocated.
The specific data available within the DBS Purifi file typically includes:
Full Names The full names of individuals who have moved or opted out of marketing communications.
Addresses including:
- Previous addresses where individuals no longer reside.
- New forwarding addresses for individuals who have moved.
- Addresses of individuals who have opted out of receiving marketing materials.
Move Dates Dates when the individuals moved to their new addresses.
Opt-Out Information Details of individuals who have opted out of receiving marketing communications.
Legal Compliance
Relevant Regulations:
DBS Purifi ensures companies comply with regulations such as the General Data Protection Regulation (GDPR). Under the General Data Protection Regulation (GDPR), it is important for businesses to ensure that the personal data they hold for their customers is accurate and relevant.
Compliance Benefits:
By utilising DBS Purifi, companies avoid potential fines and legal issues associated with holding outdated or inaccurate data, while respecting consumer privacy preferences and enhancing their brand reputation by maintaining up to date and accurate contact information.
Benefits for Businesses
Operational Benefits:
DBS Purifi improves data accuracy by enabling companies to identify and update records of households that have recently moved, ensuring that communications reach the correct recipients.
Reputational Benefits:
Maintaining accurate contact lists ensures that communications are directed to the correct addresses, preserving a company’s professional image and customer relationships.
Financial Benefits:
By removing the costs associated with returned mail and improving the effectiveness of marketing and communication campaigns, companies can achieve a higher ROI and reduce operational costs.
Data Collection
Sources of Information:
The DBS Purifi data is maintained and supplied by DBS. The primary source of the data is derived from DBS’s extensive B2C LifeBase data universe and home mover notifications.
Data Accuracy and Updates:
The DBS Purifi data is updated regularly, typically monthly, with 50,000 to 100,000 new mover records added each month, to ensure that the information available is as up to date as possible. Regular updates ensures that contact lists are current and reliable.
Application and Usage
Use Cases:
Businesses use the DBS Purifi file to cleanse and update their contact lists, flagging or suppressing records of households that have moved so they have the most current and accurate addresses for their customers. This is essential for direct mail marketing, customer service, and other communication campaigns.
Implementation:
Companies can integrate the DBS Purifi data into their CRM systems or use it as part of their data cleansing services to routinely check and update their contact lists. This helps maintain the quality and effectiveness of business communications, ensuring that they reach the intended recipients and avoiding unnecessary costs and negative impressions associated with contacting outdated addresses.
