Experian Debuts House File Hygiene Product

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Experian yesterday debuted House File Refresh, a product it claims eliminates duplicates and improves data quality on mailers' house files.


"The thing that makes [House File Refresh] so powerful is that while it uses a lot of processes that we had in the past, it does so in one overall process that combines all the address hygiene with our proprietary duplicate identification logic and puts it all together to provide a number of reports for the client," said Mike Yapuncich, vice president of product development for Experian, Orange, CA.


House File Refresh offers mailers a number of functions, Yapuncich said.


The program includes file conversion to identify problems on input records; address hygiene services such as the U.S. Postal Service Delivery Sequence File; address change services such as USPS' National Change of Address and Locatable Address Conversion. "In one pass we do four types of deduping, identifying individual-level duplicates, household-level duplicates, address-level duplicates and business-level duplicates," Yapuncich said.


One advantage of combining all these processes into one product, he added, is that a customer thought to be a one-time buyer could be identified as a multibuyer.


In addition, eliminating file duplicates helps companies improve customer relationship management efforts.


In tests conducted by Experian, it identified an average of 10 percent more NCOA changes and LAC matches than four other licensees of the USPS data, Yapuncich said.


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