How Does Eight Dragons Digital Collate Data?
We obtain data compliantly from a variety of sources. These include:
- Data partners we trust
- Government sources and publicly available data
- Consumer and market research surveys
- Marketing campaign partnerships with local and international social media, digital and broadcast media partners
Special Category Data
Special category data is personal data which the law says is more sensitive, and so needs more protection.
This refers to data about:
- Racial or ethnic origin
- Religious or philosophical beliefs
- Trade union membership
- Health or sex life
- Sexual orientation
- Genetic data
- Biometric data
- Political opinions
No “special category” personal data is obtained or processed by Eight Dragons Digital in the creation of our own products and services.
All collated data is protected by strict Eight Dragons Digital data security controls as well as abiding by the Australian Privacy Principles.
Data Relating to Children
In our Marketing Services business, when we obtain personal data obtained from our third-party commercial data partners, we do not knowingly obtain or process data about individuals under the age of 18. While we insist that the personal data we receive from our data partners should only relate to individuals aged 18+, through our internal verification processes we take additional steps when this data comes into Experian to check that any personal data we handle relates only to Australian adults aged 18+.
Much of the data we obtain does not relate to individuals but rather to households, properties or geographic areas. Using statistical techniques, Eight Dragons Digital uses non-personal data sources to build models to indicate the likelihood a household or geographic area exhibits certain characteristics and behaviours. For example, the likelihood of there being children present in the household, or the likelihood an area has lots of people who might visit a retail fashion outlet.
This is data that can’t identify you. This might be because:
- it’s only available for households, properties or geographic areas. For example, the Australian Bureau of Statistics produce lots of official statistics which do not identify an individual, but which are provided at various levels of geography and available to be used by all organisations.
- when originally collected, the data might have been personal data where an individual could be identified, but when provided to other organisations any personal information that can identify you has been removed. This means it has been anonymised.
Once collected, we mine the mass dataset to identify patterns, lifestyle trends and discover new and insightful knowledge, with the aim of helping organisations meet their business and marketing goals.
How Does Eight Dragons Digital update the data?
We update the master file monthly.
The volume of new records added in each geography monthly traditionally varies from 100-150,000 new records.
As well as adding new records to our dataset we also update the personal information of the existing records and append new fields / ﬂags to these records as they are they are collected.
In terms of data quality, our entire database is washed monthly against the national Do Not Call register and our emails are washed weekly to ensure optimal delivery rates. Mobile numbers are also pinged prior to client delivery.
We run our addresses monthly against national address registers. For example in Australia we use national Australia Post “change of address” register.