Application and Database Design Guide

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Marketing Systems

This chapter provides a background to why Informatica’s approach to identity search and matching supports strong marketing systems.

Different Uses of Names and Addresses in Marketing Systems

Marketing systems use the names and addresses of people and contacts in a variety of ways.

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 prospectsthrough 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.

Conflicting Needs of Name and Address Data

Marketing systems have conflicting needs in the way that name and address data is captured, stored and used.

In many marketing systems, this conflict has not been recognized, leading to a bias in one area and a less than satisfactory solution in another.

For example, the address most useful for reaching the prospect or customer and fostering a good relationship is the one the prospect or customer provides; the address most useful for achieving a cheap mailing rate is the one the Post Office provides.

Data that is parsed and scrubbed as it is captured into a system to support postal enhancement and personalization should not be relied upon for the development of a match-code for matching and online enquiry.

Incorrect parsing destroys valuable data. Original data must be retained to support high-quality matching. Even if a match-code process that relies on cleaned and formatted data is used for the marketing system, it should never be used for systems where missing a match is critical (example: fraud, audit and intelligence systems).

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Table of Contents

Application and Database Design Guide

Application and Database Design Guide

Marketing Systems

Marketing Systems

Different Uses of Names and Addresses in Marketing Systems

Conflicting Needs of Name and Address Data