Remove Unusable and Salacious Names From Your Data

Many websites that collect customer information will find inappropriate records in their database filled in by time wasters or people who do not want to be contacted. The W2 Unusable / Salacious Names service identifies names that appear to have been maliciously or accidentally entered to avoid being contacted. It allows you to identify names that are either salacious (e.g. ‘Mickey Mouse’ or a swear word), random records (e.g. ‘sdfsdfs’) or blank. Using intelligent algorithms and a constantly updated database of salacious words and phrases, is a means to help you to quickly identify if the wording is salacious or unusable. There are a number of responses that are returned as part of the API request:

  • “IncompleteName” - insufficient name information has been supplied.
  • “RandomName” - the name appears to have been entered by hitting random keys.
  • “SalaciousName” - the name is flagged against our blacklist of known salacious words.

The service checks against hundreds of recognised swear words and other salacious names and cross checks against millions of white-listed known names to save false positives; ultimately improving the way businesses communicate with their customers. Allowing the quality of your customer data to degrade without such ‘up-front checks’ in place means that much of what you gather can’t be used for analytics and marketing campaigns, resulting in lost revenue.

As your data becomes an increasingly valuable marketing asset, taking a proactive approach to data quality is a simple and cost-effective way to guard the value of this information to your marketing – and ultimately, your bottom line. Bad data always has a cost in time and resources for your marketing efforts, but this problem is magnified with identity based marketing.