Data Hygiene
Data Hygiene
What Company Can You Rely on for Data Hygiene
When your business relies on direct marketing for sales and
advertising, you want to be sure that you have the best possible
leads. But just because you had the right leads at one time does
not mean that you can continue to rely on them. This is not so much
because your product or service will no longer be of interest to
those businesses or individuals. Rather it is because people change
their phone number. It is because people move.
Data hygiene will allow you to be sure that your lists are clean
and healthy in much the same way as a visit to a dental hygienist
works to keep you mouth healthy. Typically, no one goes to see a
dental hygienist to solve a problem. Instead, people see one in
order to help to keep potential problems from occurring.
The same is true of data hygiene. Before you begin a
telemarketing campaign or a direct mail campaign, it makes sense
for you to put a bit of effort into data hygiene; it makes
sense for you to send your telemarketing list or your address leads
to Bressers Information Services. Their data management division
will make sure that your list continues to be healthy so that it
will continue to work for you.
In the case of a telemarketing list, your telemarketing list
will be compared to current data; from phone companies and
other agencies to be sure that all of the numbers included are
current, accurate and up to date. That way you can be sure that,
when someone on your staff dials the phone, the person who picks up
is the person who he or she was trying to reach (or is at least in
the same company or household). If your telemarketing list is
business to consumer focused, your list; once it has been
brought up to date; will be compared against the national do
not call registry. Those numbers that are included on the do not
call list will be removed from your telemarketing list. Once your
list has been scrubbed, you can be sure that it is in compliance
with do not call regulations.
And, just as you do not want someone on your staff to waste time
calling the wrong number, you want to be sure that the addresses on
your lead list are current, accurate and up to date. Data hygiene
performed by Bressers data management division will allow you to be
confident that the addresses are correct.
This may mean that the data hygiene process is used to make sure
that the addresses were typed into your database correctly. But
more often; as well as in addition; your list will be
compared against the National Change of Address registry. The
addresses on your list will be checked to make sure that the leads
that you have are for those people who are currently at the
address. If one of your leads has moved; whether they have
relocated across the street or across the country; you will
find out about it and be able to update your leads accordingly.
How will these types of data hygiene really help your business?
Well, you will be able to be sure that, when someone on your staff
places a call, the person who answers is the person who was being
called. You will be able to be sure that your telemarketing list is
in compliance with the federal do not call regulations.
Similarly, you will be sure that the addresses in your database are
both correct and current, and that will reduce the costs associated
with returned mailings or mailings sent to the wrong
individuals.
In other words, good data hygiene will keep your marketing lists
in their best condition. Before your next marketing campaign
begins, send your data lists to Bressers for a good cleaning. Visit
www.bressers.com to learn
more about their data management services.
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