Archive for Data Enhancement
Data Enhancement for better Direct Marketing ROI
3rd in a Series
This is the third in a series of blog posts that explore how data enhancement can help you to increase marketing revenues even if the economy contracts in Q3 and Q4.
So now that you’ve got the right data structure in your database and you’ve cleaned and verified all of your existing data, you’re ready for the heart of the data enhancement process: data appending.
Data appending is the process of adding data to your existing marketing list from an external data resource –typically provided by a database services provider. If you haven’t worked with a marketing data service provider recently you’re in for a pleasant surprise. Data appending has come a long way from the old days when marketing data services providers were basically list brokers who would license data from various sources like major retailers, publishers, etc., repackage it and used it to append their customer’s databases.
Today, a good marketing data services provider can combine data from offline resources with on-line data to help you build comprehensive customer profiles that vastly improve the effectiveness of your on-line digital marketing campaigns to give you the competitive edge that is so critical in a contracting economy. There’s a huge amount of rich data out there in offline resources, and at the V12 Group we can very effectively map offline, “real world” demographic, lifestyle and purchase data into data appends that will dramatically improve the effectiveness of your profiling, segmentation and targeting.
With a rich set of data (including telephone, mobile, e-mail and direct mail) in your consumer marking list you’ll be able to take a multi-channel approach to communicate with your prospects and customers, surrounding them with messages and allowing them to communicate with you through the channels of their choice. You’ll also be able to implement one-to-one marketing campaigns based on your knowledge of individual customers, and lead nurturing programs using the rich customer and segmentation data to tailor a chain of communications to a prospect or customer based on their behavior and reactions to previous communications/offers in the chain.
Getting started in data enhancement
At V12 Group we offer data enhancement services that include data cleansing and data appending from our multi-channel consumer database which is one of the largest in the direct marketing industry with over 208 million individuals and 110 million US households. The database is a hybrid file built from compiled and proprietary data sources. It combines postal, email, phone and mobile data, as well as 260+ selection parameters to improve targeting. These selection parameters include demographic, geographic, lifestyle, interests, and behavioral data. The depth and breadth of our consumer data file enables extremely accurate customer profiling and granular audience segmentation which will help you to improve your response rates.
So, get in touch with us to learn more about how V12 Group data enhancement services can help you increase the power of your digital marketing campaigns in today’s roller coaster economy.
Data enhancement from The V12 Group gives you use of email, direct mail, landline or mobile phones as new marketing vehicles
We can turn usually turn around data enhancement like postal or phone data appends in 2-3 business days and email appends in 7-10 business days.
Work with The V12 Group’s high performance data for data enhancement
Data Enhancement in a Contracting Economy
2nd in a Series
Please enjoy our second in a series of blog posts that explore how data enhancement can help you increase marketing revenues.
After you’ve defined the correct data structure for your database, the next step in the data enhancement process is populating the database structure with clean, accurate data. This is where data cleansing comes into play, i.e. cleaning up things like typos, incorrect addresses, etc. in the existing data.
Depending on the size and age of your database, and how many people in your company have access to the data and enter data, this may be a simple task that you can do yourself. Or, if you’re like a lot of companies today, your database is a giant mess, and it’s going to be a complex task that you’ll need help with.
A thorough data cleansing process should include:
- 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
While you may be able to do parts of the data cleansing process in-house, like de-duping and moving data entered in the wrong field to the correct field, but other data cleansing steps like verifying postal addresses, e-mail addresses and phone numbers can only be performed quickly and accurately by an external marketing data services provider. When performed by the right external marketing data services provider, data cleansing 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 enhancement services including data cleansing and data appending services
Contact us to find out more about data enhancement and how you can take advantage of data cleansing and data appending to increase the value and power of your consumer or business marketing lists.
With The V12 Group data enhancement services, clients see the results from online communications almost immediately
V12 Group uses data enhancement to add valuable information to your existing customer file using any combination of our 260+ data fields including geographic, demographic, lifestyle, interest and behavioral information.
Work with The V12 Group’s high performance data for data enhancement
Data Enhancement to Lower Your Budgets
1st in a Series
Marketing Belts Tighten as Fears of a Double Dip Emerge
Recent news all seems to point to a contraction in the economy for Q3 and Q4 of 2011. But, for savvy marketers, a declining economy does not have to mean declining revenues. It is possible to get an increasing share of a declining market if you outsmart your competitors. How do you do that? Two ways: data enhancement and metrics. Enhance the data in your marketing lists for better profiling, segmentation and targeting. Follow this up with metrics – ongoing testing, measuring and moving your marketing resources into the channels that testing shows to provide the greatest return.
It all starts with data enhancement
There are several components of data enhancement:
- Data structure verification
- Data cleansing
- Data appending
We’ll discuss each one of these in detail over the next few blog posts
Data enhancement will not be too much help if you’re enhancing the wrong data structure, so data structure verification is the first step. Do you have the right data structure, i.e. does your database have the right fields to support the level of that you need in order to optimize your results? Many company’s marketing databases contain the basic contact information like address, phone and e-mail address, and some even go as far as having transaction data for customers. But, many companies fall short of having effectively granular demographic, psychographic, firmographic (if B2C) and life style data for really effective profiling, segmentation and targeting.
Audience segmentation zeroes in on your best prospects with the right message
Declining markets tend to become hyper-competitive, and so audience segmentation becomes an essential ingredient in any successful marketing plan. For both B2C and B2B marketers, the level of granularity in audience segmentation enabled by the right data structure and enhanced data sets will enable you to go well beyond the 1% and 2% response rates typically associated with direct marketing efforts based solely on contact data.
At V12, we provide a full range of data enhancement services. Our database experts can help you to both define the optimal data structure for your marketing database and also cleanse and enhance your data with data appends from our multi-channel consumer database is one of the largest in the direct marketing industry. The database is a hybrid file built from compiled and proprietary data sources and combines postal, email, phone and mobile data, as well as 260+ selectors to improve targeting including demographic, geographic, lifestyle, interests, and behavioral data.
Contact the V12 Group to learn more about how our suite of data enhancement services can help you increase the relevance and effectiveness of your marketing programs and improve your return on marketing investment (ROMI).