In matching and deduplication applications. For example, to dedupe a prospect list against itself; to dedupe a new prospect list against customer data, existing prospect data, fraud data or ’do not mail/opt off’ data.

To reach prospects via direct mailings.

To achieve cheap mailing rates by using Post Office preferred addressing.

In scripts for telemarketing campaigns.

To personalize letters, address labels and other marketing collateral to support a "friendly relationship"

In campaign preparation. For example to group prospects by household or location.

To match incoming phone calls against campaign files.

To support statistical analysis of campaigns. For example, to reconcile new customers by location against prior geographically based marketing campaigns.