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DATA HEALTH CHECK
Drawing volume data from many sources gave the direct insurer a potential headache when it came to cleaning its data, so it developed innovative deduplication and suppression practices. By Noelle McElhatton
The case
Esure is the insurance venture backed by HBOS Group and made famous by those cheesy ads starring film director Michael Winner. The company was launched in 2001 by Peter Wood, the man who gave birth to direct insurance when he founded Direct Line.
In common with many direct offshoots from established companies, the provenance of Esure's data is varied. The company took over the Halifax car insurance business and has access to Halifax's entire 21 million-strong customer base.
Though best known for the Winner ads, Esure has made direct mail a vital part of its media schedule. It mails up to a million letters a month to promote its services, using third-party prospect data as well as its existing resources.
Diagnosis and treatment
Drawing volume data...