I-Behavior was awarded a patent this month for its co-operative database software, Dynamic Data Link, the Harrison, NY, company said yesterday.
The program integrates online and offline buyer records to give an overview of each consumer's buying behavior. Database updates are automated through the software. It also incorporates e-mail addresses as a key match element and can group multiple consumer e-mail addresses by comparing common elements from multiple sources.
The software was designed with multichannel marketing in mind. Instead of just deleting duplicate records, it selects the best data fields available among multiple sources to create the most accurate record possible.
Marketers can select the best fields such as: the most complete last name; the most accurate street address; and the e-mail address based on the date last used, frequency of use or associated historical spending levels. Match rules also can be adjusted to a marketer's desired levels.
The patent was awarded based on DDL being the only package capable of accurately identifying the individual behind multiple e-mail addresses, according to I-Behavior.
Kristen Bremner covers list news, insert media, privacy and fundraising for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters
