Using Data Hygiene
Real World Issues
• Focus moves from strategic concepts in identifying
individuals to operational concepts.
• Representative issues
• Multiple versions of a name
• People with similar names
• People having multiple relationships (with the company)
• Customers who become dormant
• People who move
• People who provide incomplete address
• Data transcription errors
• Individuals who change their names
• People who do not want to be promoted
Data Hygiene
• Set of techniques that when adopted as a whole
improves efficiency.
• Major advantages
– Increases mail efficiency
– Reduces non deliverables
– Consequently, decrease in expenses
– Counts of duplication help in identifying market
segments, and prospect responsiveness
Applying Hygiene
• Proceeds through a sequence of two steps
– Individual records
– Comparisons among files
• Before contacting using the final list
– Tests are defined and segments are applied.
• Upon receiving responses of the promotion
– Tests are reviewed to test if the segments spanned out
as planned.
Name Standardization
• Parse names into individual components
Dr. Jeffery M. Putsis Jr.
Name
Title =Dr.
First Name = Jeffery
Middle Initial =M
Last Name = Putsis
Suffix = Jr.
Parsed Name
Address standardization
• Like a name an address can be divided into its
elements(First address line, Second address line,
City, State, Zip code)
• Also, various edits and validations possible
- Order data on address line
- Standardized abbreviations for words such as
road, apartment, street
- Verify that Zip code is valid
- Replace vanity names with postal names
File Scrubbing
• Extraneous data included in the address
portion of the records.
City Federal FBO
Anthony Smith Julia Smith JT
1123 Elm Street
Anytown, USA
• Have to remove FBO and JT before
matching names across files.
Determining Deliverability
• Information available from USPS to
determine deliverability
– ZIP +4 file
– Delivery Sequence file (DSF)
– National Change of Address Processing
• File created from change of address forms that
people mail to post offices when they leave
Comparison Among Files
• Identify duplicate records across multiple files.
• Focus is on consolidating records for a particular
customer across multiple files.
• Major processes:
– Identify duplicates
– Enhance files with external data
– Consolidate data at the individual and household level
Duplicate Identification
• Housholding
– Process intended to identify an aggregation of individuals
• Household level communication is sometimes needed.
• E.g., home owners or mortgage insurance.
• Multiple mailings to a household has the same effect as
multiple mailings to an individual.
Uses of Duplicate Identification
• Measure list fatigue
• Estimate how new lists should perform
• Identify new market segments
• Identify best performing areas
The Consolidation
Process
• Retain duplicates
identified between
records, and between
files.
• Process Steps
Load Records
Identify new/changed
records
Extract existing
records that match
Purge/Merge at
household and then
at individual level
Table of names
Match Back
Campaign Management
Major Marketing Processes
• The process
Marketing
Management
Monitor
Coordinate
Planning
Promotion
Development
Promotion
Execution
Marketing
Analysis
Campaign Phases
• Campaigns are groups of related promotional
efforts undertaken to achieve a set of marketing
objectives.
• Phases in the life of a marketing campaign
– Planning
– Development
– Execution
– Analysis
Management Processes
• Monitoring
• Management must have a facility to keep track of
the status and schedule of each campaign.
• Coordination
• Realize interdependence between tasks.
• Resource utilization and allocation.
Campaign Planning
Segment
Customers
Segment Promotion
Plans
Time Frame
Store Variables
about Customer
Segments
Objectives
Gross Volume
estimates
Major Media
decisions
Budget &
Schedule
Campaign
calendar
Marketing Budget
basis
Resources and
Milestones
Continuous
update
Research &
Testing
Methodology and
type of tests
defined
Tests improve
profitability
Increase
effectiveness of
future campaigns
Campaign Development
• Process
Develop
Collateral
Mail Package
Package Items
Script
Advertisement
Promotion
Develop
Offer
Define
Cells
Select Names
Identify
Offer
Select
Collateral
Identify Prospects
Define
Conditions
Select
Offer
Selection Name
Criteria
Specify
Keycode
Analyze Names
Mark Names
Extract Names
Campaign Execution
• Typically outsourced.
• Common Services include
– Mail stream processing
– Key code level maintenance
• Advantages of telemarketing
– Disposition for each solicitation
• Sale
• Contact including/excluding sale
• Non-contact
• Contact not attempted
Campaign Analysis
• Profile Analysis
– Compare the composition of responders with non
responders
– Characteristics in terms of database variables
• Response Analysis
– Return on promotions
– Response, inquiries, and lead summaries
– Analysis at segment level.
Profile Analysis
• Profile analysis can be conducted during
–
–
–
–
–
Defining customer segments
Designing tests
Developing selection criteria
When responses are received
After promotion to review attrition
• Profiled using existing or derived fields.
Response Analysis
• Calculating trends
• Performed at
– Segment
– Market
– Product line
– Campaign, and
– Promotion levels etc.
• Problems occur when sales cannot be tied directly to the
promotion or individual