AccuData Integrated Marketing http://www.accudata.com An Integrated Marketing Data Solutions Company Wed, 20 May 2015 16:14:23 +0000 en-US hourly 1 New Homeowners and the NCOA Dilemma http://www.accudata.com/new-homeowners/ http://www.accudata.com/new-homeowners/#comments Mon, 18 May 2015 14:31:02 +0000 http://www.accudata.com/?p=1355 Over a lovely celebratory lunch with friends, I gently teased one of them that she and her husband were a hot commodity in the direct marketing list world — as new homeowners, they would soon have valuable offers from local businesses pouring in. She chuckled with delight and mused about what she might be able […]

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Over a lovely celebratory lunch with friends, I gently teased one of them that she and her husband were a hot commodity in the direct marketing list world — as new homeowners, they would soon have valuable offers from local businesses pouring in. She chuckled with delight and mused about what she might be able to save on Bermuda shutters and bedroom linens as her husband sat in quiet contemplation calculating the ever-climbing sum of her desired purchases.

Another friend interjected with a reminder for the couple to file their change of address with the post office. Both of the new homeowners looked only half interested with the recommendation and noted they had already contacted all of the companies they do business with. Plus, the husband commented, it was a way to protect their privacy and prevent them from landing on direct marketing lists, right?

This interesting myth bubbles to the surface every so often. The thought process is that if a mover does not file a change of address, their privacy is protected since the post office is not aware of their move. While this may be the case for a limited period of time, it does not prevent public record and self-reported data sources from capturing and then reflecting the new address. This information filters to data compilers and ultimately, to direct marketing lists.

Our fine friends to the North handle things a little differently due in part to their country’s commitment toward consumer privacy. When a Canadian resident requests Mail Forwarding, the Canada Post’s change of address equivalent, the resident can decline inclusion in the associated “Mover Data Service” program. This program provides updated address details to businesses, given that they possess the resident’s correct name and previous address.

For those that opt-out, mail is forwarded to the new address for the requested time frame (4 or 12 months) and once the forwarding order expires, would be considered undeliverable as addressed.

Had you recently moved, would you be more apt to complete an official change of address with the USPS if you were given a choice to not share your new address with inquiring businesses?

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Dirty Data and the Never-Ending Pregnancy http://www.accudata.com/dirty-data-and-the-never-ending-pregnancy/ http://www.accudata.com/dirty-data-and-the-never-ending-pregnancy/#comments Fri, 17 Apr 2015 14:41:43 +0000 http://www.accudata.com/?p=1311 Something unique happens to me each and every April: I have baby. You see, by the middle of the month, I find my mail box flooded with brightly-colored, welcoming packages for me and my new bundle of joy. Each one is so sweet, filled with cherubic images of pinchable cheeks and chubby thighs. I find […]

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Something unique happens to me each and every April: I have baby. You see, by the middle of the month, I find my mail box flooded with brightly-colored, welcoming packages for me and my new bundle of joy. Each one is so sweet, filled with cherubic images of pinchable cheeks and chubby thighs. I find myself pouring through the postcards offering diapers and formula and reminiscing of when my little man was born.

Perhaps I should mention that come April 29th, I will be 144 months post-partum and he is my one and only. So how is it that these retailers think I am in a “family way” each April? The answer is simple — old and incomplete information associated with my name and address — AKA dirty data.

Dirty data is a problem that plagues us all. From nationally compiled lists to individually culled and maintained house files, inaccurate, erroneous data impacts every aspect of the marketing spectrum. According to Experian Data Quality’s 2015 Data Quality Benchmark Report, 97% of companies surveyed reported suffering from common errors associated with contact data. The most commons errors noted included incomplete or missing data (51%), outdated information (48%), and inaccurate data (44%) among others. Of all the reasons for inaccuracy sited, human error reigned supreme at 61%.

With data quality issues directly impacting revenue and reputation, marketers need to take a more proactive approach toward data hygiene and quality. From change of address services and address standardization to data profiling and linking, there are numerous tools that when applied, go a long way toward a significant reduction in data hygiene issues.

Now, being that I am in the industry, I get a bit of a chuckle out of my getting-ready-to-be-pregnant-again-for-the-twelfth-time mailings each April, however, for those consumers who may not have the same level of industry insight, situations such as this tend to cast a negative light on direct marketing – and we don’t want that!

For more information on how best to clean up your dirty data, download our solution sheet here!

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The Shower Curtain that Followed Me Around the Internet http://www.accudata.com/shower-curtain-retargeting/ http://www.accudata.com/shower-curtain-retargeting/#comments Fri, 20 Mar 2015 16:56:17 +0000 http://www.accudata.com/?p=1188 Being somewhat raven-like when it comes to lovely home goods catching my eye, I was immediately captivated by the gemmy aquamarine-colored shower curtain Google recommended for me at Wayfair. I spent a few minutes coveting the thoughtfully-styled pictures and well written descriptions, reading the user reviews of the supplely-woven fabric, and upon seeing the final […]

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Being somewhat raven-like when it comes to lovely home goods catching my eye, I was immediately captivated by the gemmy aquamarine-colored shower curtain Google recommended for me at Wayfair. I spent a few minutes coveting the thoughtfully-styled pictures and well written descriptions, reading the user reviews of the supplely-woven fabric, and upon seeing the final price with shipping, promptly closed my browser.

Within a day or two, my search continued, but thoughts of that ever-so-perfect shower curtain never left my mind. And then magically, there she was (shower curtains are girls, right?) – winking at me and toying with my affections through a banner ad that displayed on another site. And then again the next day on yet another site. By the second time, I knew it wasn’t coincidence; my shower curtain was following me around the internet. I was being retargeted.

The concept is simple: users are fed advertisements based on their online interactions (for example, clicking on links in an email, searching for products online, visiting websites, adding items into a shopping cart) that did not result in a purchase. The goal of retargeting, or remarketing, is to attract the user back to the site to complete the transaction they started previously.

This little feat of online marketing magic can be accomplished through tracking pixels that allow marketers to anonymously follow users with which they’ve interacted as those users move about the web. And if you’re wondering, yes, it works. A study by comScore and ValueClick Media showed that retargeting created the most lift out of any other media placement strategy at an outstanding 1046%.

Oh, and as for me, she was delivered the following week. Thanks, retargeting!

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When Good Mailing Lists Go Bad http://www.accudata.com/good-mailing-lists-go-bad/ http://www.accudata.com/good-mailing-lists-go-bad/#comments Thu, 15 Jan 2015 16:33:55 +0000 http://www.accudata.com/?p=1005 As much as we don’t like to admit it, good mailing lists — well-targeted, high-quality mailing lists — go bad. Understanding the causes behind increasing inaccuracies and decreasing responses can help you navigate common roadblocks and lead you toward campaign success. Issue One: List Decay Frankly, mailing lists begin to decline in quality the moment […]

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As much as we don’t like to admit it, good mailing lists — well-targeted, high-quality mailing lists — go bad. Understanding the causes behind increasing inaccuracies and decreasing responses can help you navigate common roadblocks and lead you toward campaign success.

Issue One: List Decay

Frankly, mailing lists begin to decline in quality the moment they are produced. You have to think of a list as a living, breathing thing: as the people represented on the list change, the accuracy of the list declines. This is referred to as list decay. Here are two solutions to try:

1. Mail quickly.

Your mailing list is in its best condition when you first receive it from your list provider. Order your list as close to your need-by date as possible and begin your campaign quickly thereafter. Leading list compilers estimate that consumer direct mail lists decay at a rate of 1 – 2% monthly, so the longer you wait, the more likely you are to lose some of the benefits of the list you have selected.

2. NCOA multi-use lists.

Prolific mailers find value in multi-use lists, but with an estimated 15% of the American population moving annually (that’s just over 40 million moves), maintaining a quality, mailable list for long term use requires a service like NCOA. The USPS® NCOALink® service provides you with intelligence on moves (including updated addresses) while being Move Update compliant.

Issue Two: List Fatigue

Yes, absolutely, mailing lists get tired! Though performance may at one time have been optimal, with continued contact, and as recipients become desensitized to your offer, responses and conversions will decline. This is referred to as list fatigue. Here are two solutions to try:

1. Incorporate SourcePlus.

SourcePlus is a sophisticated list selection technology that seeks unique records among the nation’s leading consumer files. With SourcePlus, instead of only mailing to the consumers on your preferred list, multiple data sources can be tapped to identify new, fresh records that could be more receptive to your messaging and offers. For more information on ending list fatigue with SourcePlus, click here.

2. Test new mailing lists.

Perhaps a change in your target market will do your campaign good. A SnapShot descriptive model will use the intelligence within your list of current customers to create a report that will help to identify prospects that look just like your best customers. This process will not only provide you with a highly-targeted group of prospects, but also will help you glean valuable insight into the demographic make-up of your current customers.

Examine your current marketing plan to see if list decay and/or fatigue could be diminishing your results.  Implementing the aforementioned solutions could be just the fix you need!

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AccuData’s ALS Ice Bucket Challenge http://www.accudata.com/accudatas-als-ice-bucket-challenge/ http://www.accudata.com/accudatas-als-ice-bucket-challenge/#comments Fri, 22 Aug 2014 22:08:12 +0000 http://www.accudata.com/?p=827 We were nominated by Gregory Demetriou of Lorraine Gregory Corp to complete the ALS Ice Bucket Challenge… and we accepted! In addition to accepting the challenge, AccuData will be making a donation to the Lee Memorial Health System ALS Clinic. In order to pay it forward, we’d like to nominate a few other friends to […]

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We were nominated by Gregory Demetriou of Lorraine Gregory Corp to complete the ALS Ice Bucket Challenge… and we accepted! In addition to accepting the challenge, AccuData will be making a donation to the Lee Memorial Health System ALS Clinic. In order to pay it forward, we’d like to nominate a few other friends to take the challenge and make a donation to ALS. Dan Anglin and the Modern Postcard team, Eddie Faulkner from Bluewater, and Sandra Worm and the RME 360 team…You’re on deck! You have 24 hours to respond and donate!

 Watch Us Take the Challenge!

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