Database Enhancement Services

A marketing database is the ideal repository to apply, store, and leverage database enhancements. Enhancing your marketing data has numerous benefits. To name a few, data enhancement improves knowledge of your customer/prospect, allows for better segmentation, increases deliverability, and provides for more precise marketing. Most importantly, when enhancement data is properly integrated with an organization’s relevant marketing data in a marketing database, the integrated marketing database is highly actionable. The following are some common examples of data enhancement services regularly performed as part of a Dovetail Marketing Database Solution.

National Change of Address (NCOA)

A service identifying people who have moved in the past 48 months via the USPS database. Dovetail provides NCOA to identify movers as well as to match and integrate data. Previous and current addresses are retained in the marketing database.

Address Element Correction (AEC)

A USPS process that helps make undeliverable addresses deliverable. For instance, if the last name, city, state, and ZIP exist in an address record, there are occasions where the first name of the individual can be identified and appended based on existing address components. Common misspellings and other usage errors can also be corrected. For example, if an address on a mail piece is 3117 WWETMONT, Street. AEC will correct the misspelling to WESTMONT.

Locatable Address Conversion System (LACS)

A USPS service for updating postal addresses when a street is renamed or the address is updated for 911. In the case of 911, the address is changed from a rural route format to an urban/city route format. For instance, RR 2 Box 8, Anywhere, TX, 12345 would become 2601 Belmont Drive, Anywhere, TX, 12345.

Proprietary Change of Address (PCOA)

Not everyone completes and registers their change-of-address with the USPS (NCOA). Without this registration the move is not recorded in the NCOA database, and therefore no forwarding address is available. The PCOA database is compiled from multiple private sources, such as magazine publishers and credit card companies. Often these companies will receive change-of-address notifications that are not reported to the USPS.

Delivery Sequence File Second Generation (DSF2)

A process using the USPS database to further enhance and identify various address characteristics. Examples include identification of addresses that have been vacant for more than 90 days, business or residential indicator, seasonally occupied indicator, educational institutions, and whether mail is delivered to a curb-side mailbox or via door-slot. DSF2 is also a component for sequencing mail pieces in walk-sequence. It is highly recommended that DSF2 be run in conjunction with NCOA.

Apartment Append

A process identifying secondary addresses (Address 2) that are missing or contain invalid apartment/unit numbers. The process involves comparing name and address information to a national consumer database. When a match is found, missing apartment/unit numbers are appended. This service also allows other services such as NCOA to identify change-of-address matches that otherwise would not have been possible without the correct apartment number.

Deceased Suppression

A service allowing identification and removal of records of deceased individuals in your database. There are several sources for deceased suppression, but the best source is the U.S. Social Security Administration (SSA).

Mobile Phone Identification

A process identifying mobile phone numbers.

Phone Append

Using name and postal address, a phone number is appended to a record.

Reverse Phone Append

Using a phone number, a name and postal address are appended to a record.

Email Change of Address (ECOA)

A process similar to NCOA. Using a large consumer database containing name, address, email address, and phone number, individuals that have changed their email addresses are identified and the new email addresses are appended.

Email Append

Using name and postal address, an email address is appended to a record.

Reverse Email Append

Using an email address, a name and postal address are appended to a record.