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January 26, 2015

Use Data Appending to Find Missing Customer Info



Unless they’re regaling you with the details of their recent gall bladder surgery, there is no such thing as “too much information” when it comes to your customers.  The more you know about your customers, the more effectively you can segment your data and tailor your offers and messages, which we all know is a formula for marketing success.


The trick is that marketing databases are not a perfect, out-of-the-box product; they’re dynamic and evolving.  How do you go about filling in the missing pieces of information?  That’s where data appending comes into play. Data appending is a cost-effective way to learn more about your customers and possibly identify new prospects to market to.


Update Old Data & Fill In Missing Information


By matching your house file against consumer and business databases (with millions of current records), data appending allows you to update old data and fill in missing information that is available in those databases but not in your house file.


For example, say you have postal addresses for your customers but no email information.  Data appending allows you to find valid email addresses for your customers.  The same is true for phone numbers.  Data appending can open up new channels to market to your customers with, and give you a synergistic lift in response rates by using a multi-channel marketing approach.


Data appending can also help you learn more about your customers by identifying demographic or firmgrophic attributes.  Hundreds of variables are available for business file appends and thousands for consumer appends.  Below are just some of the attributes you can potentially learn about your customers through data appending.


Examples of Consumer Data Enhancement Options

  • Adult Age and Gender
  • Presence of Children
  • Children’s Age
  • Credit Cards
  • Interests and Lifestyles
  • Net Worth
  • Dwelling Type/Size
  • Education Level
  • Mortgage and Property Attributes
  • Estimated Income
  • Length of Residence
  • Donors, responders, buying activity
  • Lifestyle Interests (i.e. golf, travel, crafts, etc.)


Examples of Business Data Enhancement Options

  • Sales Volume
  • SIC Codes
  • NAICS Codes
  • Employee Size
  • Credit Score
  • First Year in Business
  • Franchise Code Indicator
  • Ad size
  • Computer Expenses
  • Fortune Ranking
  • Public or Private Indicator
  • Location Type - HQ, branch, etc.
  • Non-Profit Indicator
  • Owner-Gender and Ethnicity
  • Expenses
  • Telephone Numbers
  • Contact Names
  • Titles
  • Cottage/Home based
  • EIN Number
  • High tech Indicator
  • Square Footage

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