Industry Expertise
What's the Challenge
Direct Marketer’s files change frequently as new information is introduced from stores, catalog orders, and the Web. It’s no surprise that customer files quickly accumulate disparate and seemingly unrelated transactions.
Direct Marketer’s are looking for solutions to:
- Correctly identify each customer
- Accurately assign value to the customer
- Locate and reach each customer at their most responsive address
What's the Culprit?
Traditional address integrity and consolidation processes, which were first introduced in the 1970s, use character-based logic and look-up tables that are simply not equipped to assess the numerous name and address permutations that accumulate through multiple channels. These outdated processes are easily confounded by minor variations in name and address elements and cannot be improved.
What's the CognitiveDATA Benefit?
- Accurately identify customers by collapsing buying aliases into a single view.
- Improve the performance of selection models by correctly valuing individuals and households
- Increase revenue by reaching branded buyers at the most current address
- Reduce promotional expense by eliminating non-performing and non-deliverable promotions