Data Enhancement

More and more marketers are taking advantage of the benefits that Data enhancement can provide before implementing a marketing campaign. Technology like data enhancement has become a lot more important now as companies are beginning to collect more information on their customers from various sources. With data enhancement the database can be cleaned up and interrogated in different ways, using various data enhancement techniques to make the database as efficient as possible.

The main business reason for data enhancement is to avoid the waste. Many companies use direct mail but without the use of data enhancement, they may be sending information to the incorrect person or the wrong address. Many businesses move address or close down; data enhancement can identify these and remove them from the list. The data enhancement software will ensure that the mail is sent to the right people. As a result of the data enhancement, return on investment will be a lot more favorable; those that do not use any kind of data enhancement may waste many thousands of pounds.

Data enhancement can be used to improve the quality of lists. For example, with data augmentation you could add information like the number of employees within the company. Then with the data enhancement technology you can target particular products at different companies; this is B2B application of data enhancement. In the case of consumer-targeted products, you could use data enhancement to show if there are children living in a house. Data enhancement could also show if people at a particular address are homeowners or not. These types of data enhancement would have a positive impact on your sales results with far less wastage. In that sense, data improvement is helping the environment; generating a lot less unwanted junk mail thanks to data enhancement.

Data is a valuable asset for any organisation and it is possible to derive maximum value by enhancing data quality: adding missing data such as telephone and fax numbers or by segmenting your data with the addition of SIC or demographic codes. A data quality software solution will allow you to identify your most profitable customers and discover new opportunities.

Companies employing profiling and analytics benefit from the introduction of additional optional data sets, which allow you to append data. For instance, SIC codes and demographic codes coordinate and validate consumer and business names against authoritative databases e.g. edited Electoral Roll and Royal Mail's PAF. This enables organisations to keep personal records up-to-date throughout the course of the customer life cycle.

GB Group