Database Hygiene: Critical component of your sales and marketing campaigns
A leading technology company wanted to do a high touch direct mail campaign to their B2B target audience. The company had a ton of data in their CRM and a lot of that matched to the titles and levels they were targeting. The challenge however was to ensure that the mailing addresses in their database were accurate so that the direct mailer could reach the target audience. A data accuracy test of the sample data showed that approx 45% of the address data was inaccurate. A further analysis of the data showed that 60% of the so-called correct addresses data pertained to Head-Quarter address and not to the address at which the target contact was located. Do the numbers and you will find that the overall mailing address data accuracy was stands at 22%.
Since this was a large data set of 30,000 records, Sales Inside Inc used a highly reliable automated process of a leading data partner and was able to bring the mailing address data accuracy close to 90% in a matter of few days. The final data file also contained extra firmographic information for each company that allowed our customer to do a segmentation based on geography, revenue, SIC codes, employee counts etc.
Sales Inside Inc has the ability to run both manual and automated processes to repair the dirty data. We can fix a particular data attribute you want like email, mailing address, phone numbers etc or we can achieve the data accuracy challenges at a holistic level. It all depends on your situation. We can recommend you the right approach depending on your marketing campaigns, size and the current hygiene of your database. Please contact us for a free 30 minute consultation.