What is Data Management?

Data inevitably decays over time. With personal data, you have births, marriages, deaths, and changes of address happening continuously. If your data doesn’t take account of all these changes, it’s less useful when you come to making marketing decisions.

Data cleansing is the process of identifying and correcting incomplete, incorrect, duplicate, and erroneous data in a dataset. It can take many forms, but the goal is always the same: stronger returns, reduced risk.

To mitigate the risks of out-of-date or inaccurate data, organisations need a data cleanse or data management program. By ensuring their data is always as accurate as possible they are better placed to maintain good customer relationships, improve efficiency and drive a stronger return on investment.

Our approach to data cleansing

Good-quality data not only drives everything Edit stands for, but it’s at the heart of everything that our clients are trying to achieve.

Pura is Edit’s unique data cleansing solution and now more accessible than ever. You can come and talk to our expert team to access our industry-leading products and tools, or you can go online through our self-service data processing portal, Pura Online.

Free data audit

We understand it can be difficult to build a business case for integrating data cleanse into your marketing plans. There are many factors that will have an impact on what a cleanse might cost, making it challenging to estimate with any degree of confidence. Being unable to estimate the cost means understanding the ROI is also near impossible, fuelling a viscous circle which ultimately means your data is not realising its potential.

Our data audit service is available through both our Pura Online & Pura Managed solutions, enabling users to push data through a cleanse routine to understand what their data looks like and the associated costs of cleaning it.

Both the audit and the reports it generates are free of charge. The costs that you are presented with are only applicable if you choose to accept the results & download your data.

We’re always on hand to talk you through the results of your audit should you need us, this could be simply explaining what drives our cleanse solution or it could coming up with a long term plan to work with you and your data.

Pura Managed

What is it?
The managed solution leverages Pura’s data processing power alongside the expertise of our data specialists.

Who is it for?
Pura Managed offers access to our dedicated data management team to build bespoke, more complex processes where required.

What are the benefits?

  • Scalable tech solutions
  • Bespoke builds to suit your requirements
  • Account Managed structure to offer consistent service levels

Contact the team

Pura API

What is it?
This solution exposes our full data cleanse suite to our clients via an API, offering near real-time data cleanse.

Who is it for?
The enhanced Edit API service has been developed for the more technical users that need build data cleanse into an existing customer management platform.

What are the benefits?

  • Exposes the full data processing capability
  • Provides synchronous/asynchronous response
  • Account Managed structure to offer consistent service levels

Contact the team

Pura Online

What is it?
Edit’s online data cleanse service was created to offer a self-serve solution for data cleanse.

Who is it for?
Created for users that need a quick & easy data cleanse. Perfect for the data savvy marketer who knows what they want to do and when they want to do it.

What are the benefits?

  • 24/7 availability
  • User friendly, intuitive interface
  • Fast turnaround on data sets
  • Competitive pricing

Why use Edit for your data cleanse needs?


Our data set includes over 500 million verified records, including credit risks, home moves & deceased. This data is sourced from a number of reputable providers including Royal Mail, Experian, Equifax & The Ark.


We cross reference all of our records against multiple data feeds, ensuring that our data is validated by independent sources at all points.


Our suppression products are updated regularly. The minimum cycle is monthly and the maximum is daily, ensuring data cleanse is as effective as possible.


No single product has complete coverage, by using multiple products that utilise different sources we’re able to catch a significant percentage of moves & deaths.


We use a variety of products that gather their data from different sources, giving us great coverage. Under suppression is ineffective and over suppression can be damaging, by blending a variety of verified products into our suite we are confident that we strike then delicate balance required.


Edit is an ISO Accredited agency for information security. All data is embedded within our Pura platforms and processed within our secure environment.

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