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Datanomic reassures the RSC of data quality of 500,000 Client Records and identifies key areas for improvement
Data quality specialists, Datanomic Ltd, today announced that they analysed the Royal Shakespeare Company’s (RSC) 500,000 plus client records using their Datanomic dn:Director software.

Datanomic’s work has reassured the RSC that their data quality is excellent as well as identifying key areas for improvement. The data quality initiative is part of a larger project around audience analytics, segmentation and targeted marketing, which the RSC undertook with its global business partner, Accenture.

Since its founding almost a century ago, the Royal Shakespeare Company has grown to become one of the most respected and celebrated theatrical companies in the world. As a company dedicated to keeping alive the work of William Shakespeare, while also staging classics and modern works, the RSC operates on an impressive scale. Over the past decade, it has staged 171 new productions, delivered 19,000 performances, sold 11 million tickets and travelled from its home in Stratford-upon-Avon, Shakespeare’s birthplace, to 150 towns and cities around the world. In fiscal year 2006, the RSC had more than 700 employees and reported a total income of approximately £32 million.

“Many senior managers underestimate the power and importance of data quality in the database,” said Mary Butlin, Head of Market Planning for the Royal Shakespeare Company. “Understanding the details of customer data can deliver dramatic results, and the way you capture an address can have a significant impact on response rates in terms of sales and customer service. Datanomic’s analysis has reassured us that both our current and historic customer data is of excellent quality which is great news - particularly for our box office, IT and marketing teams who keep data quality and customer service as paramount. Datanomic have an in-depth understanding of analysing and identifying data quality issues, and were able to analyse a data extract of our records and tell us precisely what’s duplicated, missing or partially complete. As a registered charity, we rely on our membership and audience patronage so our customer records are crucial to us an organisation.”

Although 93 percent of the RSC’s records had a verifiable address, which rivals the data quality levels of many leading commercial organisations, Datanomic dn:Director identified over 8,000 records with blank first names, 400 records with blank last names, over 10,000 records that were missing a title as well as identifying correct data held in incorrect data fields.

“As a result of Datanomic’s work, we were able to immediately begin to rectify these issues which will improve our contact with audiences. Datanomic’s expertise also instigated a process, developed by the RSC’s IT team, to create a unique identifier for each household so we can choose to send expensive brochures to each household rather than each individual, resulting in a significant cost saving in the long term” added Butlin.

Described by industry analysts as “arguably the most flexible data quality product”, Datanomic’s dn:Director provides a single, unified platform that enables non-IT personnel, such as data stewards, business analysts and owners of data, to identify and rectify the compromised data which place enterprise operations at risk. As a single product that encompasses profiling, analysis, transformation, cleansing and matching, dn:Director enables better understanding, improvement, protection and control of data quality for all types of structured and non-structured, real-time and non-real time information.

About The Royal Shakespeare Company

The Royal Shakespeare Company aims to keep audiences in touch with Shakespeare as our contemporary – understanding his work through today’s artists, actors and writers. Therefore the Company’s repertoire not only includes the work of Shakespeare and his contemporaries, but classic plays by international dramatists and work by living writers. The RSC also produces extensive education and outreach work to engage more people with Shakespeare’s work and live theatre. The RSC’s work is performed throughout the year in Stratford-upon-Avon, regularly in London and throughout the United Kingdom. Although the UK is the Company’s home, its audiences are global with regular performances in international theatres.

For more information about the Royal Shakespeare Company visit

About Datanomic

Datanomic’s holistic approach to compliance and data management enables its growing list of European and North American blue chip clients to rapidly achieve a Return on Investment by exposing and correcting deficiencies in information the business relies upon. Our clients come from a wide spectrum of industries including financial services, telecommunications, government, professional services and engineering.

For further information, please contact:

Kim Squire
Devonshire Marketing
Tel: 0870 7000 166

This press release was distributed by ResponseSource Press Release Wire on behalf of Devonshire Marketing Consultants Limited in the following categories: Computing & Telecoms, for more information visit