AccuData Integrated Marketing http://www.accudata.com An Integrated Marketing Data Solutions Company Fri, 17 Apr 2015 15:14:28 +0000 en-US hourly 1 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 The most commons errors noted included incomplete or missing data (51%), outdated information (48%), and inaccurate data (44%) among others.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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Achieve Better ROI and Create Solutions with a Predictive Model http://www.accudata.com/achieve-better-roi-create-solutions-predictive-model/ http://www.accudata.com/achieve-better-roi-create-solutions-predictive-model/#comments Wed, 13 Aug 2014 20:45:23 +0000 /?p=542 From telecoms to finance, e-commerce to government, a predictive model is being utilized across various sectors to tackle all kinds of business problems. Companies that have yet to benefit from this practice need to examine the ways in which they can do so. For example, AccuData worked with an ad agency to help its client, a […]

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From telecoms to finance, e-commerce to government, a predictive model is being utilized across various sectors to tackle all kinds of business problems. Companies that have yet to benefit from this practice need to examine the ways in which they can do so.

For example, AccuData worked with an ad agency to help its client, a nationally known health and fitness franchisee, increase response rates by over 100%. Their challenge: demographics alone revealed little insight.

With more than 700 stores, they wanted to partner with a direct marketing agency that could provide actual marketing intelligence – not just postcards and lists. The project began with a simple customer profile request as part of an effort to increase response rates. The client chose to work with a savvy, web-to-print direct marketing agency since they had a reputation for excellent creative strategy and back-end analysis.

The direct marketing agency recommended that the client create a descriptive clone model for each of its fitness stores. However, while this would help paint a picture of the various markets, demographic elements and relational penetration, it would not solve the problem of “how do we increase response?”

Matters became even more confusing when they got the results of initial tests between saturation data and scored data from the customer profile. It appeared that scored data actually offered no measurable lift in response – on average, profiled records responded virtually the same as saturation records. The reseller wondered, that perhaps the fitness stores were placed in market areas where immediate surrounding geography was populated by demographics very similar to those on the modeled client file.

That’s where AccuData came in. We provided an actual solution: Using a predictive model to uncover their prime prospects. While demographic elements looked very similar between the profiled records and those saturating the geography of the store sites, we wanted to identify key differentiators.

By implementing a predictive model process, which looked at over 200 individual demographic elements and compared responders verses non-responders, the resulting scored data became a tremendous resource for the client. They learned exactly which demographic traits – such as credit card usage, age, presence of children in the household, and interest in travel – were positive influences on the probability of an individual responding to an offer.

To further improve results, they also applied prospect suppression details – removing from the list non-responders and responders with low propensity to buy. By using a predictive model, the client was able to double their response rates and reduce the costs of their prospect acquisition marketing campaign.

A predictive model will find the statistical differences between responders and non-responders whereas a profile will only give you insight into your customers without regard to those that are not and will not be a customer. So you end up marketing to people that meet a general profile but statistically have a low probability to respond.

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