Data Hygiene And Modeling
If you have a business with a customer list another PROFIT CENTER, you are likely NOT taking advantage of involves something called DATA HYGIENE and DATA MODELING. Don’t worry. Few businesses understand it or even use it. Sadly… most that do keep it a secret. Here is how it works…
Data Hygiene
Data hygiene is nothing but a fancy word for the “cleanness” and “accuracy” or your customers mailing information. If you have ever received a piece of postal mail and your name was misspelled or a suite number or apartment number was missing, these are examples of bad data hygiene. By keeping your list clean you can improve response and the profitability of your customer list.
Data Modeling
(Your perfect customers are waiting to receive your postal mail…)
Data Modeling is a technology-based method for finding the best new prospects you can send your postal mail offer to. By analyzing a sample of your best customers and modeling it against a large database of similar customers across the country, a data “model” or “profile” can be created. This dataset can then be tested with a postal mail offer. In many cases the results can be exceptional and the universe of data quite large.
