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Postcode Anywhere to “Take Data Cleansing into 21st Century” with New Address Cleanser Launch at TFM&A

02-08-2011 12:50 PM CET | IT, New Media & Software

Press release from: Postcode Anywhere

New address cleanser works adaptively

New address cleanser works adaptively

Worcester, UK – 8 February 2011 – Address specialists Postcode Anywhere announce today a preview and beta launch of their “radically different” new address cleansing software, Cleanse+. A preview will be available for the first time at 2011’s Technology for Marketing & Advertising (TFM&A) exhibition, at London’s Earls Court on 1-2 March.

Traditional data cleansing software relies on hundreds of thousands of hard-coded rules to match and clean address records. In a departure from this model, Postcode Anywhere’s cleanser uses a self-learning matrix, coupled with a complex mathematical model, to assign probabilities and scrub UK address records based on real user data.

Lead developer Andy Bennett said: “For the technology buffs the self-learning matrix will be the big draw, because it simply hasn’t ever been done before with address cleansing. As consumers we’re used to this kind of process. Google, for instance, learns the likeliest search queries purely from past experience, and suggests as you type - no developer codes rules in directly. By taking a similar approach with address cleansing, we can achieve superior results based on real user behaviour, rather than the assumptions of one development team.

“So the technology is radically different. But for businesses, the real value is in usability. Data quality affects every organisation, yet it’s treated as a commodity service with little value – resulting in very little innovation in the area for over ten years. A significant amount of pre-processing work is needed to ‘straighten out’ data before the cleanse routine can even start. And when it does, from the time-consuming, clunky user interfaces to the outmoded technology behind them, the unfortunate truth is that most enterprise-level data cleansing software would look more at home on a BBC computer than today’s desktop!

“Postcode Anywhere’s new software is aimed squarely at solving these usability problems by finally dragging data cleansing into the twenty-first century. Unlike any other enterprise-level address cleanser, this software doesn’t need babysitting – and you won’t need a doctorate in data management to get results. We’ve made the user interface as clear as possible, and customisation options are pre-selected. Although there’s a lot of fine-tuning available to confident users, this is a piece of kit where you can simply push the button to get your cleanse job.”

Postcode Anywhere’s IT director Jamie Turner added: “The service also uses cloud technologies to speed up the process of data cleansing. Although there’s a client to download to your desktop, all the heavy lifting takes place on Postcode Anywhere’s servers, so cleanses that would previously have taken weeks can now be completed in hours. The other usual advantages of a cloud-based service apply too: all updates can be carried out automatically, without the need to load up CDs, and vast computations are easily possible without in-house server software.”

TFM&A is the UK's largest and longest-running multi-channel marketing, media and advertising event. Postcode Anywhere will demonstrate its new address cleansing software at stand G45.

The company is also seeking beta testers for Cleanse+. Interested parties can join the beta trial by enquiring via or by calling 0800 047 0493 – but spaces are limited. For more information about any of Postcode Anywhere’s services for improving data quality, visit the website at


Media contact for Postcode Anywhere
Jim Williams – PR Manager, Postcode Anywhere
+44 (0) 1905 888 570

Press centre at:
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Image: - Andy Bennett, lead developer for Cleanse+

Notes to Editors:

About Postcode Anywhere

Postcode Anywhere has been providing address services for ten years and is the fastest-growing reseller of Royal Mail’s Postcode Address File (PAF®). A multi-award-winning organisation, it has also appeared in successive Deloitte fast-growth European technology company lists. Postcode Anywhere supplies software and services which improve the day-to-day operations of over 8,000 organisations worldwide. Best known as a provider of address auto-fill and verification software, the company offers a range of data-driven services, including route planning and customer profiling. For more information about Postcode Anywhere, please visit

Recent Awards and Recognition for Postcode Anywhere

• Deloitte Technology Fast 500 EMEA 2008/9, 2009/10 & 2010/11
• Red Herring Top 100 Europe - 2010
• Best Small IT Supplier of the Year - UK IT Industry Awards (finalist) – 2009
• Dell Small Business Excellence Award (UK finalist) – 2009
• Small-Medium Sized Business of the Year (regional finalist) - National Business Awards 2009
• Orange Best Use of Technology (Midlands) - 2008 National Business Awards
• Growth Business of the Year - Chamber Awards 2008
• Small Business of the Year - Chamber Awards 2008
• Customer Service Team of the Year (finalist) - National Customer Services Awards 2008

Postcode Anywhere
Enigma House
Elgar Business Centre
Moseley Rd

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