Data Quality is a general term to describe the quality of mailing list data that is entered into national databases. The quality should indicate an assurance that each address and recipient is totally accurate, regardless of the method of collection. Owning a business usually means that you have a list of clients, customers and potential customers whom you regularly send mail or packages to. It can also mean that you need to contact them regularly to offer new services, special offers, business opportunities and other services. This will require the data to be accurate and up-to-date whether it is gathered via an online web interface, data entry or via a call center.
Enterprise data quality can ensure a complete and accurate consolidation of all your data across many platforms and throughout your entire organization. Software that keeps addresses constant, updated and verified is useful in many businesses and any business that has a client list, customer base or database of mailing addresses can benefit greatly from the advantages of such software.
Your business may collect data using a number of platforms and application, such as Oracle, SAP, Siebel, or a custom application. Whatever you use to collect your data, the database needs to be CASS-Certified and able to perform multitasking. It should be able to verify each individual address within the country using the USPS ZIP+4 database. It should also function as a document producer, be printable and produce labeling information.
Quality Assurance
One of the better functions in data quality is the ability to define and remove any duplicated addresses from the database. Any addresses that appear similar or twice are cross-referenced and removed in favor of the most accurate version of that address according to the CASS certificate. In business a mailing list can be a vital commodity that can be used and referred to time and again. An organization can rely heavily on its customer base to produce new leads or new sales every week. Up to date information and quality data can improve sales and revenue to the company.
Data analysis cam define the quality of the information you have on your database. Your business may use data profiling in order to batch match certain customers with certain products, for example. Let’s suppose you own a home improvement store and you have a select amount of customers who purchased a lawn mower in the last six months. You may want to target those specific customers and offer them a special deal on a weed whacker, but you may also have a select amount of customers who purchased a bar-b-que but want sell them the accessories or charcoal. You can select certain criteria from your database and batch match those to separate them and mail them independently.
