OUR DATA

  

Data Quality

Deliverability & Accuracy:

Our number one priority is to provide our customers with top quality, up-to-date marketing mailing lists.

We perform rigorous quality assurance tests and clean and update our Consumer databases every 30 days in order to maintain the highest deliverability and accuracy rates possible.

What to Expect:

Marketing lists will never be perfect.  Although we go to great lengths to frequently clean and update our databases, they will always contain a small number of undeliverable mailing addresses, out of date information, and data errors that are beyond our control.

Consumer Mailing Lists:  95+% Deliverability/Accuracy

*You will have these high deliverability and accuracy rates when you use your list within 30 days of purchase and address your mail appropriately in accordance with USPS standards.

Our Data Source:

Our mailing leads data is provided by a leading respected global information services company.

Data Quality Processes:

As you can imagine, our compilation process applies numerous Data Quality processes to their data. 

Here are some of those procedures:

We employ rigorous data testing including applying proprietary models and algorithms to ensure only the most deliverable addresses and accurate data elements are on the Database. Our confidence codes allow us to retain the most complete information and improve data quality.

New Data:

New data is tested in a controlled environment using standard maintenance systems, syndicated research, licensed third-party software, and numerous data quality routines. Each set of results is benchmarked against established data quality standards and U.S. norms.

Data Accuracy:

We run specific tests designed to measure the accuracy of data items. The range of tests include first class mailings, syndicated research matching, third-party telephone validation and electronic directory assistance.

Data Quality:

We use licensed U.S. Postal Service (USPS) and commercial software to code and evaluate address records. We ensure that records include complete street name, pre/post directional, and secondary address components (i.e. apt number or rural route). Overall data quality checks are built into each product and maintenance cycle to ensure a continuous flow for the highest quality data. 

These include:

Process Control - standard routines and steps for processing updates, producing reports, editing data and disseminating status.

Statistical Quality Control - weekly runs that record and measure national frequencies and pattern distributions for over 150 variables by update and output exception reports for review and action.

Detail Level Measurement - comparison of a sample of update records at the name/address level and monitor changes applied through the update process.

We periodically re-evaluate each source to ensure that original data standards are being followed. 

These processes include:

Licensed USPS Products - monthly source processing through postal products including National Change of Address (NCOA), Locatable Address Conversion System (LACS), Delivery Sequence File (DSF), etc.

First Class Mail Deliverability Testing - monthly sample name/address mailings designed to evaluate household mobility and completeness of address.

Electronic Directory Assistance - name/address lookups against up-to-date Regional Bell databases to confirm accuracy of name, address and telephone number.

Syndicated Research and Telephone Analysis - validation of data elements through matching of records against syndicated research files and telephone validation.

Data Hygiene:

On a monthly basis, our data undergoes the most rigorous and thorough data hygiene routines of any compiled file on the market including:

The USPS National Change of Address (NCOA) file is a databank of more than 120 million permanent address changes, updated weekly and covering a rolling 36-month period of reported move information. NCOA identifies movers at the individual, family and business level.  We pass the Database against the NCOA file monthly to assure that we maintain the most current address on each consumer record.

The Locatable Address Conversion System (LACS) is a database of addresses that have been converted from non-standardized, rural-style addresses to standardized, city-style addresses when a community converts to 911 emergency services. LACS also detects addresses where a street has been renamed or additional information has been assigned to improve the accuracy of delivery.

Nixie Elimination Service (NES) identifies potential moves. This might be a move where no forwarding address has been identified or the name and address match did not meet the USPS threshold for NCOA matching.  NCOA Nixies are not typically used for list sales.

The Delivery Sequence File (DSF) is the USPS listing of all deliverable addresses in the country.  By utilizing it to identify fully deliverable vs. questionable addresses, we calculate our new AQI address quality measure. The use of the DSF file ensures that the compilers provide only the most deliverable lists available on the market to our customers.  It can also be used to identify potential fraud situations and addresses of particular current concern (i.e. Commercial Mail Receiving Agencies).

Suppression files collected from the Direct Marketing Association, customer requests, and proprietary files are suppressed during each update.

Above and beyond the data quality processes applied by the compilers, we also take care to check the quality of the data that we deliver.

On a monthly basis we take a random selection of the data provided by our compilers and apply thorough independent USPS tests to ensure that the data is accurate and up-to-date. These tests include: NCOA, CASS & DPV.

TEST OUR LISTS HERE

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