When every budget dollar counts, marketers can’t afford any campaign profit leaks due to bad data hygiene. In addition to cutting costs, eliminating duplicate records—both in your customer database and when bumping up against prospecting files in the merge/purge process—helps keep the tarnish of social irresponsibility off your public image.
Mike Yapuncich, vice president of product development, list processing at global data solutions firm Experian, shared the following advice for rooting out dupes during Target Marketing’s recent All About: Sustainability webinar, “Manage Your List the Green Way.”
1. Look for female married/maiden name duplicates.
2. Cross-reference first, middle and last names to find more matches.
3. Look for last names where all characters but the first are a match; keying and other types of errors can result in a wrong last name.
4. When reaching out to prospects and older recency customers—for whom you are less likely to have good insight on current household composition—mail at the address, not household, level.
5. Leverage customer data integration processes to identify duplicates that are not in the same geographical area.
For more list cleansing tips, view the on-demand webinar at www.targetmarketingmag.com/sustainability