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Ray Wright

Ray Wright is the Director Demand Generation at Experian Data Quality. Ray is passionate about marketing and has championed new digital approaches and processes incorporating personas, buyer’s journeys, insight/challenger marketing, customer surveys, social media, and more. When he’s not working, he enjoys beekeeping, sailing, and spending time with his family.

Email validation: Why you want quality versus quantity

To ensure successful email delivery, reduce the chances of being filtered out by an email service provider (ESP), and avoid becoming blacklisted as a spammer, organizations need to ensure the accuracy of the email data held in their mailing lists. Learn more about Experian’s industry-leading technology which verifies business domains, international domains, and consumer domains like Yahoo!, Gmail, Hotmail, and more.

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Supporting a proactive data management strategy

After meeting with many data practitioners this week, there continues to be a universal desire to shift data management from reactive—data for compliance or regulatory mandates—to proactive and to leverage data to drive insights that will deliver profits to the business. Learn how they are approaching this initiative.

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How to fix your bad data—a lesson from Flushing Bank

Fixing bad data for Flushing Bank

The CIO of Flushing Bank recognized that the ability to find reliable and consistent answers to the business’s questions was in jeopardy due to issues with the bank’s data and processes. Learn how they decided to fix their data issues and strengthen their data governance process.

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Empathy as a competitive advantage

Earlier this year, I attended the Sirius Decisions 2018 Summit. For those firms seeking a framework to help them plan their digital transformation, the summit didn’t disappoint. With well over two hundred sessions, delegates could choose form a wide range of topics grouped into four main streams: account-based marketing, channel marketing, portfolio (product) management, and sales strategy and operations. The sessions included presentations from Sirius Decisions (SD) staff covering most of their 14 different frameworks, SD framework and partner technology case studies presented by their customers, and several motivational keynotes from SD management and outside speakers.

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Data preparation is ripe for automation

Data quality

Data is now at the heart of the digital transformations occurring across the economy and building an advanced data analytics team is one of the keys to competitive advantage. Whether you plan to simply disrupt your own industry or expand into an adjacent segment, data is the key to unlocking opportunity. Data has become a critical corporate asset, and business leaders want to capitalize on the information they hold. But its value is tied to how it’s analysed and by whom. One dataset may be of little value, while another may contain the key to launching a new product line or cracking a challenging marketing question. One might affect only a small percentage of a company’s revenue, while another could reveal an opportunity for significant future growth. How do firms find out? Analytics.

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Single customer view is all about the prep!

My last blog post was entitled “Why every business needs a single customer view” (SCV). It points out the incredible value that a consolidated and consistent view of your data—organized by customer—can deliver but also acknowledges some of the challenges that prevent companies from implementing such a view. For a real-time SCV, obtaining technology to link to existing systems and to collect and store data is one of the biggest issues. Before any investments are made, however, it’s important to carefully plan what data will be used, where it will come from, and how you will make sure that it’s fit for purpose. To prevent, in the words of that oft-quoted adage, “garbage in, garbage out”!

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Why every business needs a single customer view

A single customer view is a consolidated, consistent, and holistic representation of the data a business possesses about each of its individual customers. It’s often discussed as a marketing tool, frequently in the context of retail customers or consumers. Yet having a robust single customer view has value to most medium or large businesses – those whose customer base is too large for any single person to know and understand. And it has value beyond the marketing department...

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Taking the pain out of credit reporting

Let’s face it, depending on your institution’s resources and how you go about it, credit reporting can be a huge pain! Whether you provide consumer data to one or several Credit Reporting Agencies (CRAs), whether or not you use a third party to submit data, and whether you test data proactively or reactively, (or not at all) dealing with bureau rejects, data monitoring, and disputes can require significant time and resources.

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Using data to improve city services

Government agencies at every level—city, state, and federal—collect large amounts of data; that’s a fact. The challenge for many lies in the ways information is collected and processed. Much of it is locked up in departmental silos, on somewhat dated computer systems, and it’s hard to access for additional analysis or to share publicly. Much of it may have been collected on paper forms or input by busy staff with lots of other things to do. Yet in any commercial organization, your data might be considered like gold dust! Locked within those siloed systems are many nuggets of valuable information that can help improve the efficiency of your entire organization, help deliver better services, and help improve the lives of your constituents.

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4 takeaways from Financial Brand Forum 2017

Customer Service

The Financial Brand Forum conference in Las Vegas was packed with sage advice and excellent ideas for bank and credit union marketers to ponder and act upon. Several sessions, such as the insightful opening keynote from Ray Davis of Umpqua Bank and the equally compelling keynote from Eric Ryan of Method, focused on the importance of organizational culture. Employee engagement and empowerment are key to success when the primary source of differentiation is how well you understand your customers and how far you are prepared to go to meet their needs.

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