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Data Quality for effective, efficient direct marketing campaigns
Efficient direct marketing and dialog marketing with high response rates not only depend on a creative approach to the campaign but also on the quality of the data leveraged in the campaign. Because incorrect data and duplicates necessitate additional investment of time and money, it can cause cost overruns in the marketing budget and condemn time-critical direct marketing campaigns to failure from the outset. The rule of thumb is as follows: The higher the data quality, the better a marketing campaign can deliver a target-oriented, group specific and needs-centric result.
Challenges
Poor data quality can also mean that the carrier which delivers your direct mail reduces or even cancels postage discounts. For Example, your organization’s credibility can be in serious compromised if you consistently market to deceased persons or individuals no longer in residences at a location. This postage and return mail has a cost and only one thing helps: maximum data quality.
Undeliverable addresses - lower response, fewer leads and lower sales with high costs
Incorrect, undeliverable addresses can cause mailing campaigns to fall flat, e.g. effective personalization is only possible with additional research and costs. Much direct mail is not even delivered, which results in unnecessary postal costs. Direct mail which does not reach potential customers cannot generate leads nor bring in revenue.Poor data quality can also mean that the carrier which delivers your direct mail reduces or even cancels postage discounts. For Example, your organization’s credibility can be in serious compromised if you consistently market to deceased persons or individuals no longer in residences at a location. This postage and return mail has a cost and only one thing helps: maximum data quality.
Duplicates – inadequate segmentation and high waste coverage
Apart from incorrect data, multiple data records (duplicates) also cripple data quality – with negative consequences:- The target-group specific and needs-oriented segmentation of address data is made more difficult, since duplicates prevent the automatic classification of potential customers. Expensive manual corrections are the result.
- Mailing campaigns are implemented without any reliable personalization or segmentation. The waste coverage is enormous, the response rate suffers and you pay a high price for little effect.
- Time-critical direct mail campaigns, e.g. as a reaction to competitors' campaigns which are in progress, are delayed, since you first of all have to invest time and money to cleanse your data stocks. In the worst case, it is already too late and the competitors have their nose in front.
Solutions
Uniserv Data Quality Solutions – more punch and budget efficiency in direct marketing and dialog marketing
With Uniserv Data Quality Solutions, you obtain a bigger response, more leads and increased sales from your direct marketing campaigns. Error- and duplicate-free data ensures maximum data quality and is the key to successful mailing campaigns.
Data Quality Batch Suite for Direct Marketing: The complete product suite for implementation of the IT processes for your dialog and direct marketing measures, including checking and cleansing customer and prospect data.
- Conversion of in-house or external data stocks to a homogenous structure suitable for personalization
- Check and, where necessary, correction of the address. Automatic integration of relocations and addition and correction of telephone numbers. Error-tolerant, high-precision address matching, which can intelligently handle in-house, external or blocking databases (nixies, Robinson list …).
- Flexible clustering of name and address data in order to e.g. automatically identify households.
- Data compression and consolidation.
- Data enhancing with spatial reference (geocoding) or company / personal reference for optimized identification of target groups.
- Flexible selection and split of the data and dependable integration of dummy addresses. Optimization of the data for the cheapest postage. (Infopost and mailSort).
- Preparation of the data in any desired format for post-processing in Letter shop or Call Center.
Advantages
Profit from all Uniserv Data Quality Solutions for direct marketing including:
- Optimum quality of customer or prospect data through analysis of the data during the transfer from existing data sources and homogenous structuring
- Reliable revision of the data (Data Cleansing) according to defined rules and by matching it against reference data (e.g. address, bank, geodata, telephone data, block lists, …)
- Automatic generation of a view of the household in the B2C market
- Minimum wasted coverage and maximum response through reliable personalization and address segmentation according to target group and customer requirements
- More flexibility for time-critical direct marketing campaigns through a system which can be customized to a wide variety of task definitions in your campaigns by the specialized department without the IT department.
- Cost reductions through optimized postage discounts on the basis of high-quality address data and utilization of the cheapest rates of the post carrier
- Secure protection against damage to the image through incorrect courtesy titles, duplicate mailings, etc.
White Paper
Creative and gain seeking projects and activities in direct marketing must be well planned, realised and carried out. An appropriate address selection represents with other numerous factors like drawing up an exact plan and creating a text a key success element.
Our White Paper describes how to permanently optimize the address quality of your data bank. There you will be able to fully meet the various IT and marketing requirements.
white paper direct marketing
Creative and gain seeking projects and activities in direct marketing must be well planned, realised and carried out. An appropriate address selection represents with other numerous factors like drawing up an exact plan and creating a text a key success element.Our White Paper describes how to permanently optimize the address quality of your data bank. There you will be able to fully meet the various IT and marketing requirements.
white paper direct marketing
