Experian and Gemini Systems launch first system enabling dealers to cleanse their databases at the touch of a button


News release

Serj Heera
Press Relations Executive, Automotive & Insurance
+44 (0) 115 976 8945 Tel
serjeet.heera@uk.experian.com Email

Experian and Gemini Systems launch first system enabling dealers to cleanse their databases at the touch of a button

Nottingham, UK, 12 March 2008 - Experian®, the global information services company, and Gemini Systems, a provider of integrated solutions for the automotive industry, have teamed up to provide dealers with a brand new solution to make data cleansing even easier and more time and cost effective. 

Experian has integrated Intact Automotive, its data cleansing service designed specifically for the automotive industry, into Evolution, Gemini Systems’ dealer management system (DMS).

The partnership will enable dealers to export both their customer and vehicle records out of their DMS and receive back cleansed and updated information, imported directly into their DMS. This happens at the touch of a button, with no disruption or extra cost to dealers.

Simon Harrod, Managing Director of Gemini Systems, said: “The unique factor here is the ability to provide this service easily and successfully with the minimum amount of disruption to the dealer.  Any dealer and DMS provider knows that the process of exporting customer and vehicle records data out of a dealer’s management system can be complicated and time consuming.

“It requires a hands-on approach by all who are involved.  Furthermore, integrating the cleansed data successfully back into the dealer’s management system can also be challenging and in many cases, when dealers receive this cleansed data back, they do not integrate it back into the DMS straight away.  The process has deterred a lot of dealers who simply do not have the time to dedicate to it.

“The aim with this development has been to make the process of data cleansing as easy as possible for our clients, so we needed to link up with an innovative and trusted provider of this service.  Many of our clients had recommended Experian and, with its reputation in the industry, it was the obvious partner.”    

According to research by QAS, the address management specialist, ten per cent of the average company’s database is inaccurate.  Seventy percent of consumers would be less inclined or would go out of their way to avoid doing business with a company that has continually sent out information addressed to an old occupier and 17 per cent of consumers have received mail for a deceased member of the family with two thirds finding it offensive and upsetting.[1]

Furthermore, Experian estimates that around 27 per cent of the customers in an average dealer’s un-cleansed database no longer own the cars the dealer sold to them.  Experian’s Intact Automotive is one of the market leaders in providing comprehensive vehicle data cleansing, as well as consumer data cleansing.

Kirk Fletcher, Managing Director of Experian’s Automotive division, said: “The process of data cleansing needs to be as easy as possible for dealers, so this partnership will bring a much needed development to the area of data integrity in the automotive industry. 

“With an average dealer’s database containing around 10,000 customer records, contacting the wrong customers at the wrong time means wasting a vast amount of time and money. This accounts to approximately £3,799[2] every time a dealer contacts customers from their un-cleansed database. It also poses a real threat to their brand reputation as well as a compliance risk.” 

The word 'Experian' is a registered trademark in the EU and other countries and is owned by Experian Ltd and/or its associated companies.

About Experian’s Automotive division
Experian's Automotive division provides powerful data insight to organisations within the automotive industry, including manufacturers, motor retailers, motor finance companies and insurance providers.  It also works with carefully selected partners to deliver information direct to consumers.

Experian’s risk management products provide clients with an independent assessment of vehicles, prospective business partners and customers and potential and existing employees.   Powerful customer insight also enables these clients to accurately target the hottest customers and prospects using the most cost effective channels.

Experian’s Automotive division works with over 80 per cent of the AM 100 and Motor Trader Top 200 enabling them to manage the risks and maximise the opportunities that face their businesses every day.


[1] QAS Ltd, an Experian company (2007)

[2] Experian (2007)