What do you want to do? Common requirements...

Here are a few common problems and solutions to your needs. Click on links for more details but remember that if you wish to deploy predictive targeting to improve your prospecting accuracy, this requires the right data - clean and accurate, the right software, the right skills and the right analytics!

So, what do you really want to do?

Improve your address quality - UK, Irish, European, USA, Worldwide. Clean address records in your database first using a batch process that references various postal registers and thereafter keep your database clean using specialist interactive software that checks and enhances address data at time of capture. This will protect your database investment and help stop the entry of duplicate information due to accurate address matching. It will also speed up data entry!
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Remove duplicates from your database whilst at the same time consolidating information from multiple duplicate records into new enriched master records. For instance, if a group of identified duplicate records contain different telephone numbers, email addresses, profile codes, sales reps, etc., store all of this information in a new master record that can be built by determining its field and data priorities from across all the duplicate records.

For example, first and last name from most recent record that has purchase details; date of birth from guarantee or application record; profile information from the record that has resulted from a survey; media codes from first and last dated records, etc. And for business to business databases (B2B), correctly handle situations where:
Without first removing duplicate records from your database, the results from any subsequent analysis project such as segmentation, lifetime value and response modelling, will be unreliable at best.
Merge purge multiple databases or mailing lists, removing duplicates within each list, across lists and then suppressing against an in-house database. Add a source code to each new list and store in your main database the codes of any lists where a record match occurred. It has been proven that a prospect record with multiple source codes is usually more likely to purchase from you than a prospect that appears on just a single list! Prepare a report of duplicates so you can obtain some discounts from list providers.

Or perhaps you need to merge disparate company-wide operational databases into a central single-view marketing database? A similar merge/purge process would be needed but it would also need to take account of associated transaction records and also a regular updating process as the operational data changes.
Analyse your customer and prospect information to find out which marketing and advertising works best and why; who are your most profitable customers and what are their profiles; how may they be segmented; what is their lifetime value; what are the needs of your customers; what is their behaviour and how can you track this to spot new opportunities together with customers likely to churn; what is their propensity to respond, purchase, recommend others, result in bad debt, etc.; find out why you win or lose specific quotes; take proper account of your competitors when defining your offer...
Click here to see the role of data mining and analytics in marketing.
Develop a 'single-view' customer and prospect database (not just a sales lead/CRM system) but a marketing workbench that will that will enable you to target more accurately and without any restriction. Access all your data through an internet browser from any location using an easy-to-use marketing interface that has been designed especially for marketers. Gain a complete and single view of your prospects and customers together with their sales trading history, profiles, propensity scores, summary marketing statistics, etc., and use this information to select and extract lists without any IT intervention.
Apply the customer understanding, RFM (click here for more details on RFM), behaviour tracking, segmentation, lifetime value etc., knowledge developed through data analysis to create a 'right-time' marketing database - one that that uses predictive intelligence to help you decide who to contact and when. Count, cross-tab, chart, profile, model, select and extract from hundreds of thousands or millions of records in seconds. Plan and manage multi-cell direct mail, email or telemarketing campaigns with ease.
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Extend your statistical analyses capability. Deploy scoring to improve targeting of direct marketing communications, prioritise telemarketing activities and optimise sales-force and customer support visits. NB. Items 5) and 6) also apply.

New to direct marketing or analysing your data?

Are you new to direct marketing and interested in understanding how data can be used to improve your bottom line? Then we really recommend that you purchase a copy of one of few reference books that takes you step by step though the data-driven and analytical marketing process - 'The New Direct Marketing'. for more details and to order a copy on line, click here.