The Importance of Clean and Uniform Data when Leveraging AI

Oct 9, 2024 | Data Cleansing

After spending the day at Big Data LDN a few weeks back, I put together a blog article about my three big takeaways for the show.

One of the biggest focal points for me was the importance of making sure your data is fit-for-purpose when considering utilising AI within your business… so I decided to elaborate on that point.

In short, the quality of your data is THE most important consideration for AI.

Whether you’re working with large language models (LLMs) or generative AI, clean and uniform data is the foundation upon which successful AI applications are built.

Why is it that important?

Accuracy and Reliability

Clean data ensures that the AI models you develop are accurate and reliable. When data is free from errors, inconsistencies, and duplicates, AI algorithms can learn more effectively. This leads to more precise predictions, better decision-making, and overall improved performance of AI systems.

Efficiency in Training

Uniform data simplifies the training process for AI models. When data is standardised, it reduces the complexity of processing and allows for more efficient training. This not only saves time, but also reduces computational resources, making the development process more cost-effective when considering cost per consumption models like Azure or AWS.

Enhanced Model Performance

AI models, especially LLMs and generative AI, thrive on large volumes of high-quality data. Clean and uniform data helps in minimising noise and irrelevant information, allowing the models to focus on learning meaningful patterns. This results in enhanced model performance and more accurate outputs.

Gartner is predicting nothing other than the contiuned increase of spending on AI projects

Scalability

As AI applications scale, the importance of clean data becomes even more pronounced. Uniform data structures enable seamless integration and scalability of AI systems. This is particularly important for businesses looking to expand their AI capabilities across different departments or regions.

Ethical AI Development

Maintaining clean and uniform data is also a step towards ethical AI development. It helps in reducing biases that can arise from flawed or inconsistent data. By ensuring that the data used to train AI models is representative and unbiased, we can develop AI systems that are fairer and more inclusive.

Decision Making (the big one!)

For me, this is one of the most important aspects of the whole piece. Organisations make huge business critical decisions based on data, and nothing is going to change that any time soon. As much as we’ll come to rely on AI doing the legwork, ultimately it will be someone just like you or I say in a chair making a call based on the output.

So, what happens if your AI model has had bad data to consider?

You guessed it – absolute rubbish.

Sort your data out at the source and you negate this as an issue off the bat.

To close…

The power of AI, particularly LLMs and generative AI, is significantly amplified by the quality of the data they are trained on. Clean and uniform data not only enhances the accuracy and efficiency of AI models but also supports ethical and scalable AI development. As we continue to push the boundaries of what AI can achieve, prioritising data quality will remain a critical factor in unlocking its full potential.

by Steve Clarke – Commercial Director at The Ark

The Ark specilises in data cleansing, single customer view, and identity resolution. If you’d like to speak to us about any of these topics, get in touch today.

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Big Data LDN 2024 – The Important Bits

Sep 25, 2024 | Data Cleansing, GDPR

On Wednesday last week I visited Big Data London at London Olympia, and I wanted to take a few minutes to talk about some of the important bits that I took away from it.

I ended up getting to five of the talks throughout the day, with some really great speakers and a lot of great insight shared. I really do love an event like this – both to exhibit and attend – and there aren’t too many that top Big Data LDN in our line of work.

Firstly:

Data Governance

This was everywhere throughout the show. Now data governance isn’t new, by any stretch, and getting your ducks in a row when it comes to integrity and compliance has been a focal point for virtually every organisation for a long time, but unless your company truly is a data driven organisation, you did data governance because you had to, not least of all from a regulatory standpoint.

But now that every person and their dog want to be using AI, you must get it right. We all know the old adage “put rubbish in, get rubbish out”, but it’s never been as true as it is today. You simply will not get the best out of any internally deployed LLM if your data governance isn’t up to scratch.

Golden Records

Next it’s golden records – a single source of truth.

We, as a company, work with some of the biggest names in retail, and if you think of a company that has multiple brands under their banner, most of the time there will be disparate customer data sets in various data silos across the place, likely with slightly different formats of home address or phone numbers with international codes or without them, so it can be really tricky to get a view of information like shopping history of a single person, when it’s very hard to match them as records.

The message was, if you want to be getting full value out of your data, and again we’re talking about AI – possibly for analytics – you need a single source of truth to leverage, and when we’re looking at consumer data, golden records are a good place to start.

The final spot on my list is:

Anonymisation and Pseudonymisation

For those that aren’t overly au fair with these terms, anonymisation is the removal of personal identifiers from your customer data, and pseudonymisation is the process of replacing identifying information with random codes of numbers, symbols and codes.

Both of these were cited by the European Privacy Officer of Acxion as key safeguards when making sure compliance is adhered with not only with existing standards like GDPR, but also the New Digital Information and Smart Data Bill which is one of the 40 legislative plans announced by the Labour government in the last few months.

Just as a slight aside, if you’d like to know more about our methods of pseudonymisation, take a look at our JetStream page.

So, to recap: -

Data Governance – if you want to use AI effectively, get it right
Golden records – get your single source of truth sorted, again for AI’s sake
Anonymisation and Pseudonymisation – make sure your consumer data is protected, especially when considering new legislation

By Steve Clarke – Commercial Director at The Ark

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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

Talk to us about your data today

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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

Interested in Identity Resolution or Golden Records?

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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”.