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Data Decay: Lessons Learned From Your Dentist

by Jim Iott, VP Strategic Development, Speedeon Data - March 25, 2013

Data Decay: Lessons Learned From Your Dentist
  By Jim Iott, VP of Strategic Development, Speedeon Data

Ten out of ten dentists will likely tell you that the secret to keeping a pearly-white, cavity-free smile is daily dental hygiene. Bacteria and food form plaque and acids in our mouths, which unfortunately results in decay. This process is relentless, and although regular dental check-ups are important, we all know the primary means of battling persistent tooth decay is daily dental hygiene – such as brushing, flossing, and even rinsing with antiseptic mouthwash. Those who adhere to these routines (and who are fortunate enough to have strong tooth enamel) are likely to avoid painful and costly dental visits resulting from cavities or even more extreme procedures… crowns, root canals, tooth extractions, or even dentures. Ugh!

Data Decay and The Costs of Data Hygiene Delay

A similar situation exists with customer contact data. In the case of contact data, people move, change names, disconnect phones, add phones, or change phone numbers. Or sometimes contact data is simply input incorrectly by CRS agents or directly by customers. All of these conditions contribute to “data decay.” Instead of cavities or gingivitis, data decay results in decreases in contact rates, presentation rates, and conversion rates within call centers, or delivery rates and response rates in the case of direct mail. At the same time, “diseased” contact data increases telemarketing costs, such as operator waiting times, or in the case of direct mail, non-contributing costs, such as printing and postage costs associated with non-deliverable mail.

Customer data decays at a rate of about 2.5 percent per month. Extrapolated out, that equates to approximately 10 percent per quarter, and 30 percent per year. Data decay quickly spreads along with its associated costs. Similar to good dental hygiene, the cornerstone of an effective data hygiene program depends on the consistency and frequency of data updates.

A Solution That Will Put A Smile On Face

Speedeon Data’s® DataWatchSM service provides an easy-to-manage, cost-effective and highly customized solution for keeping your contact data clean, current, and decay-free. By hosting and maintaining a subset of your current or prospective customer database - typically name, address and telephone data - Speedeon Data is able to provide consistent updates (usually weekly) of updates to your contact data file Your mail files are kept up-to-date through CASS/DPV corrections, NCOA & PCOA updates, secondary address append, and new listing updates. We also provide updates regarding contacts that have disconnected, ported, or added landline or wireless phone lines.

Based on your needs, Speedeon Data will develop a customized DataWatch solution. Since DataWatch is available on a subscription basis, regular updates dramatically minimize data degradation due to normal data churn and data decay - so your data is always current and ready for deployment in important direct marketing initiatives. Plus, the DataWatch subscription model provides a highly predictable and effective means of managing costs associated keeping your contact data current. Now that should put a smile on your face.

Jim Iott is the VP of Strategic Development for Speedeon Data.

Since 2008, Speedeon Data®, has successfully powered clients’ direct marketing programs by providing the highest quality customer contact data and innovative data solutions, including real-time data append services, advanced data hygiene solutions, new mover programs, and other data services.

For more information regarding Speedeon Data visit http://www.speedeondata.com, or contact our sales department at 866.647.9219 or sales@speedeondata.com.






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