Data Quality

The quality of consumer data is of paramount importance in many cases: mailings, analysis of catchment areas and consumer profiles, regional communication plans, and so on. It is thus important to keep consumer data up to date. It is estimated that 7-8% of the Belgian population moves house each year.

As well as its sophisticated algorithms, Freedelity has a substantial dynamic database.


of the Belgian adult population

1 400 000

of unique ID cards read per month


of Belgian house moves identified in 2022


Needs covered:

  • Correctly identify every known consumer in your CRM solutions marketing databases and information systems (KYC);
  • Validate, amend and complete the personal data processed;
  • Determine the socio-demographic profile of your customer base and catchment areas;
  • Ensure transparency regarding the consumers in question.

Data quality: file audit

Have your consumer database audited

The process is covered by a data processing agreement (DPA) that guarantees confidentiality, GDPR compliance and highly secure processing of your data. This audit provides a highly accurate assessment of the quality and completeness of the personal data collected in your business applications and management systems.

Aspects covered by the audit:

  • Accuracy of the details for postal addresses;
  • Identification of persons no longer living at the address indicated;
  • Correction of first and last names, as well as common instances where the contents of the ‘last name’ and ‘first name’ fields have been switched;
  • Validation of dates of birth and gender codes;
  • The number of duplicates in your files;
  • The potential to group people into “households” (people living under the same roof);
  • The potential to enhance your data with information such as:
    • Dividuals segmentation;
    • Latitudes/longitudes and “statistical sector” codes;
    • Age categories.

Validation and amendment of personal data

The logical next step once your file has been audited is to suggest corrective processing. This can be done in real time or by processing batches of recordings.

  • Validating the existence of persons in the Freedelity file;
  • Application of a unique identifier and detection of duplicates;
  • Correction of first and last names as well as switches where the first and last names have been inverted;
  • Validation/addition of gender code and language;
  • Validation of the date of birth;
  • Identification of persons no longer living at the address indicated;
  • Correction of errors within addresses (e.g. a missing mailbox number);
  • Proposal of new postal addresses in the event of identified house moves (addresses more recent than those in your files);
  • Proposal of a “household” identifier;
  • Standardisation of contents for the email and telephone fields.