Data Hygiene Management and Customer Identification

This video explains and reviews the importance of Data Hygiene (Data Cleansing) and Customer Identification. The integrity of customer and prospect data in a Digital world is important as maintaining accurate records for Direct Mail purposes.
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A Marketer's Dilemma - Data Hygiene and Customer ID
In today’s world, over 50% of shopping takes place on multiple digital devices, blended with traditional methods (in store, catalog, and phone).
When shopping takes place from multiple places, on multiple devices, it is difficult to follow a buyer’s behavior and predict what they might want to buy next.
Marketers send a lot of information, about a lot of things, to a lot of people.
This approach upsets people and wastes billions of dollars communicating the wrong message to the wrong people, at the wrong time.
Let’s look at Mary Smith. Mary is a very generous person who lives at 101 Oak Street.
Mary is always buying gifts other for people, from ABC Gifts.
Mary receives a catalog from ABC Gifts at her house and another at her parent’s house. She also receives ABC emails at her work email address.
Mary buys gifts at home from her iPad, at work from her PC and sometimes when traveling, from her iPhone or laptop.
Attracted by her generosity, Frank Walters begins dating Mary, and they were soon married.
Mary kept her maiden name, but she moved into Frank’s house at 123 Main Street, and rents out her house at 101 Oak Street.
Mary signed up for an ABC catalog to be sent to her new residence at 123 Main Street.
Many times, Mary will use Frank’s home computer to shop and buy from ABC Gifts, using Frank’s email address.
The example above is typical. It is common for people like Mary to have multiple postal addresses; multiple email addresses and be active shoppers from multiple devices.
Viewing Mary as one person would be difficult for many Marketers. The solution is to clean data and align the data sources, which is referred to as Data Hygiene and Customer Identification.
This is done using special software to analyze the data, from all sources, making logical connections between individuals with similar and overlapping information.
All instances of the same individual from different sources are preserved and linked by a unique Customer ID number. This allows Marketers to deliver relevant and personalized communications based on a person’s behavior and preferences.
Direct Services is a data management company that has routinely provided Data Hygiene and Customer Identification services over the last 20 years.
Direct Services offers a customized and affordable approach that continues to help Marketers to market more responsibly, which translates into a positive Return on Investment.
For more information, contact Direct Services today at [phone] to discuss your needs and our solutions.