Experian Debuts House File Hygiene Product

Share this article:
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.


Share this article:

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Direct Mail

Ricoh Strikes a Blow for Multichannel on a Small Scale

Ricoh Strikes a Blow for Multichannel on a ...

The company introduces a creative service to help print shops augment direct mail with email and pURL landing pages.

Delivered: Insurance Mailers

Delivered: Insurance Mailers

What's in our mailbox this month: Insurance mailers. See which ones cover all their bases—and which ones, not so much.

Marketing Challenge: Defending Direct

Marketing Challenge: Defending Direct

The new CEO wants to cut direct mail because of postal increases—even though DM is great for ROI. What would you do? Email your answers to ginger.conlon@dmnews.com by June 30 ...