entertainment book: Data Cleansing and Data Appending

Monday, July 18, 2011

Data Cleansing and Data Appending

data cleansing How Healthy is Your House List?
If you?re like a lot of companies in the ?new economy?, the ?new normal?, then 80 percent of your business is probably coming from 20% of your customers. But, does Paredo?s 80/20 rule also apply to your house list ? is 80% of the business generated from your house list coming from only 20% of the contacts? Maybe your house list isn?t as healthy as you think it is. If you share your list with a sales force, or if your company doesn?t think of the house list as an asset with one person or group responsible for its health, it may be time to do a health check by cleansing and appending data.

Are there duplicate records and misspellings in your housel list? Are there a lot of customers who haven?t purchased anything for a long time? Are you getting a high percentage of bounce backs or postal returns in your e-mail and direct mail campaigns? Or, wrong numbers in your outbound telemarketing? If the answer is ?Yes,? then you probably need to do some list maintenance. Data cleansing and data appending are two easy ways to increase the yield from your house consumer or business marketing lists.

Data Cleansing

Data cleansing is the process of cleaning up your list by:

De-duping ? removing duplicate records
Moving data entered in the wrong field to the correct field
Verifying postal addresses, e-mail addresses, and phone numbers
Correcting misspelled names, addresses, etc. where possible

Data cleansing, when performed by the right external marketing data services provider, will cut down on the number of bounce backs, postal returns, and wrong numbers which will give a boost to your list performance KPI?s. At V12 Group we offer a complete range of data cleansing services.

Data Appending

Data appending is another way to improve list performance. Data appending is the simple process of adding data to your existing marketing list from an external data resource ?typically provided by a database services provider. At V12 Group we can add valuable information to your existing consumer file using any combination of our 260+ data fields including geographic, demographic, lifestyle, interest, and behavioral information, or valuable information to your existing business file using data from our 20+ business data fields including firmagraphic and contact level demographic data.

This will enable you to better define, segment, and communicate with your audience. With a rich set of data (including telephone, mobile, e-mail, and direct mail) in your consumer or business marking list, you?ll be able to take a multi-channel marketing approach with your prospects and customers, surrounding them with messages and allowing them to communicate with you through the channels of their choice. This will vastly improve your response rates.

Re-engaging Stale Contacts

Once you?ve cleaned up your list and appended data to the records, you can use the appended data to profile and segment the customers who haven?t made recent purchases and to devise campaign strategies to reengage them.

Contact V12 Group to find out more about how you can take advantage of data cleansing and data appending to increase the value and power of your house consumer or business marketing lists.