by johnt
7. June 2010 15:50
A rose by any other name would smell as sweet, but get it wrong when using direct marketing and the consequence could be an irate or lost customer.
Here are a couple of tips that may help to get it right -
ACT 1 :If you were Juliet and your original list contained the data "Mr Romeo Montague" in one field, all she could say would be -
"O Mr Romeo Montague, Mr Romeo Montague! wherefore art thou Mr Romeo Montague?"
It doesn't quite have the same ring, however if Juliet wishes to now address the person as "Romeo" this can be achieved by Name Separation (also known as Name Parsing or Name Breakdown). This service would look at the data provided then split it into three additional columns containing "Mr", "Romeo", and "Montague" respectively. This also makes it easier for her to find individual records in her database.
ACT 2: If they had websites collecting customer data back in Verona, you may find that rather than brawling in the streets the Montagues and the Capulets would attempt to attach inappropriate records on each other's databases via the website.
Our Unusable Records service could be used as it identifies records that appear to have been maliciously or accidentally entered in an effort to avoid being contacted. It allows you to exclude records from a mailing that include salacious name or address details, or where the name or address is incomplete and would render the mailing undeliverable. We can also detect where the details have been entered by pressing random keys on the keyboard.
Both these data cleansing services are available on line, where clients can speedily and accurately update their files meaning they can trust their data.