Looking after your greatest marketing asset – Your Database

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Duplicate records. Every company’s database has them and every database marketer hates them. Duplicate records cost time and money, and no-matter how consistent you attempt to be with your data entry rules, duplicated records will inevitably creep into your database. 

 

They exist due to the differing human interpretations of the same name and/or address details, or from accidental misspellings in personal, company or residential information.

 

Duplicate records are a major obstruction in achieving data quality. It is quite simple to calculate the expense of duplicated records on direct marketing, where you simply multiply the per item cost of duplicate records. For example: Let’s say your mail piece costs $1 to produce and post, and you mail 5000 records four times a year. That’s 20,000 mail items a year or $20,000 in mailing costs. Now let’s say you can identify and remove 500 redundant duplicated records, that is a saving of $2000 over the course of the year.

 

While this may seem a compelling enough reason to perform regular de-duplication of your data, there are several other aspects when looking at the available savings. Consider the cost in lost business, and lower response rates from customers who react in a negative way to being on the receiving end of duplicate direct marketing. Duplicates may cost you the loss of a customer, not just the cost of a wasted letter or call.

 

Also consider the negative effect of duplicates on sales automation systems. The lack of a single view of the customer or business you are dealing with may allow sales opportunities to slip by. When combining different data sources from different departments, branches, or prospecting lists, the problem of duplicate records escalates dramatically. This act of combining different databases and de-duplicating them is also known as “merge and purge”.

 

The process of comparison and removal without merging the two databases is known as “washing”. It is different from de-duplication, because it is where you compare your database against another, such as a “do-not-contact” file or recent campaign file and then remove any records from your database that are found in the other.

 

It is entirely possible to build a business case for de-duplication solutions around the significant bottom-line money savings that are to be had from de-duplication, merge purge, and the washing of data.

 

What is Data Cleansing?

Data cleansing is the act of detecting and correcting or entirely removing corrupt or inaccurate records from a Database.

 

Synonymous with the less frequently used term ‘data scrubbing’, cleansing is a somewhat tedious yet rewarding task.

 

The actual process of data cleansing may involve removing typos or validating and correcting values against a known list of entities. The validation may be strict (such as rejecting any address that does not have a valid Postal Code) or fuzzy (such as correcting records that partially match existing, known records), but inevitably, preprocessing the data will guarantee that it is unambiguous, correct, and complete.

 

At Quickmail we can manage all your data cleansing activities ensuring that you get the most out of your data.

 

If you’d like some help with your database, feel free to call us on 08 9493 0477 or send us an email.

 

 

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DHL in New Zealand sent prospects the world's largest direct mail package - an envelope over 3 feet by 2 feet!

Think of ways to make your package the most intriguing, the most provocative, the most unusual one that your prospect will receive that week!
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7 Reasons to Use Direct Mail

1. THE MAIL MOMENT
Direct mail enters an individual’s home and is consumed on a one-to-one basis. This gives you much more time with your customer, time to engage them in a relaxed environment
at a time of their choosing.

2. SENSORY EXPERIENCE
The physicality of a mailing adds another dimension to the brand experience. Using your customers’ senses, you can stimulate and entertain, getting them to reassess your
brand and drive response.

3. PRECISION TARGETING
Direct marketing works best when it’s made relevant for the recipient, with tailor-made content appealing directly to the consumer. New digital printing technology can make this
personalisation even easier.

4. MAKE PEOPLE ACT
Direct mail is the most likely form of communication to get a response from a customer, with the cost of every response
measured with accuracy. As it’s a tangible object, DM is also likely to hang around.

5. EFFECTIVENESS
Reports have demonstrated the enduring effectiveness of direct mail, with the Direct Mail Association stating 65% of consumers
of all ages have made a purchase as a result of direct mail.

6. GET CREATIVE
Direct mail is unique in that mailings can be produced in a wide variety of formats, using different shapes, sizes, colours and materials to create a surprising and memorable brand experience that will stay in the home for weeks and even months.

7. INTEGRATION
Adding direct mail to an integrated campaign can raise the campaign’s effectiveness by up to 62% (BrandScience), while bridging technologies such as QR codes and augmented reality make it simple for consumers to go from print to digital.

Source: VoPP
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