Add Vitamin Q to Put More Muscle into Your Campaigns

Quality Counts: The 5 Ways Vitamin Q Puts More Muscle into Your Campaigns

More often than not, the best medicine for business is the ability to maintain the health of your most important asset—your contacts—and the ability to communicate with them. Vitamin Q is the answer to sustained, long-term success in nearly every aspect of business life: marketing, sales, business intelligence, analytics, and customer insight. Q stands for Quality—the quintessential combination of current, accurate, and complete customer and prospect data—the foundation of a profitable business for any industry.

Vitamin Q counteracts the ill effects of dirty data, heals database weaknesses due to outdated and duplicate records, and builds and maintains healthy contact information. The case for Vitamin Q: “A strong organization will realize nearly 70% more revenue than an average organization purely based on data quality,” according to Sirius Decisions.

Quality Ingredients

Accordingly, the quality of your contact records—names, addresses, emails, phone numbers—impacts the success of your communications; your ability to reach customers, sales prospects, and even vendors; and affects efforts to continue existing relationships. Simply put, inaccurate data is a hindrance to a business’s ability to accomplish its strategic and financial goals. Inside and outside the corporate world—small businesses to startups—business thrives on relationships.

No matter the use of the data or size of the company, one simple truth remains: good data means better insight and better business. Accurate contact data is a reality for your bottom line in a competitive environment where every contact counts.

Vitamin Q, Melissa Data’s concept for a suite of data quality tools, comes packed with full spectrum solutions to support database health in order to flourish in a data-driven world. Broken out, “Q” ingredients include contact profiling, verification and cleansing, deduplication, enrichment and monitoring. “Q” packs a winning punch in the omnichannel marketing and sales world. It should be part of your daily regimen for data quality fitness—a regimen that involves senior managers, as well as the IT department.

5 Ways to Data Health

“Data quality strategies are essential to succeed in business,” said Ray Melissa, president/CEO of Melissa Data, who founded the company in 1985. “In a climate of increased competition and rising costs—domestic and globally—we remain focused on helping provide clean data that produces positive ROI results for businesses through proven data quality solutions for all aspects of business operations.”

Here are five holistic ways to put “Q” to work for your business marketing efforts to achieve healthy data that enables initiatives based on accurate, not flawed, or incomplete information.

#1 Profile

The first ingredient—profiling—ensures from the start that any contact data quality issue in your database is identified immediately. This helps minimize costs by pinpointing problems before a campaign’s launch—sales or marketing. Bad data sneaks in and conceals itself where least expected. Profiling tools will bring structure, giving you the knowledge you need to succeed in your business initiatives.

#2 Verify & Cleanse

Accurate global addresses, phone numbers and emails will improve communications, increase response rates, and reinforce your organization’s competency with timely and deliverable messages. Keep addresses complete—street, name, ZIP Code™, international standardization and format. For U.S., use a USPS® CASS Certified™ address verification service. Invalid emails may not seem expensive, but they harm your sender reputation, and ultimately your company. Real-time email mailbox verification removes up to 95% of bad emails to help avoid blacklists and spam folders. Healthy emails are verified, formatted correctly and free of syntax errors. Make sure U.S. and international phone numbers are valid and callable to save staff time during critical telemarketing campaigns, sales outreach and customer service follow-ups.

#3 Dedupe

Duplicate records are never a good thing. About 10% of the average database contains duplicate records—get rid of them. Find duplicate records and consolidate them into one single, comprehensive, and accurate record of your customers and prospects. Deduping prevents redundant mail pieces from being sent to the same household; will save on costs of unnecessary printing and postage; and improve sales, marketing, and analytics.

#4 Enrich

Add missing elements to your contact data for a complete record—address, email and phone. Make sure this aspect of your omnichannel marketing effort is ready to go at all times. For better segmentation, personalization and insight enhance records with demographic, lifestyle and geographic information. Deeper knowledge of your customers—what they do, where they live, household size and ages—bolsters response rates and helps hone your initiatives.

#5 Monitor

Keeping the quality of your contacts and your database in shape is an on-going process. Since, in the long-term, 50% of databases deteriorate after two years, it’s a necessity to continuously monitor the state of the data entering your database over time to stay on top of data quality. The results will include improved business decisions and the ability to stay in touch with your best customers.

The Savvy Approach

Take advantage of the benefits of Vitamin Q—Quality. The quality quotient pays off by encompassing a full spectrum of contact data solutions from profiling and cleansing to updating missing information; matching and deduping; and enhancement with demographics, lifestyle and geographic information. Never underestimate the power of your contact data or take the health of your contact data for granted. Attain maximum efficiency with data quality. Get yourbusiness in shape with Vitamin Q.

Contact: 800-MELISSA (635-4772)  www.melissadata.com

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