By: Pat McGrew, EDP

Pat McGrew, EDP — Mon, 30 Jun 2008 18:58:20 +0000

Let’s not confuse deliverability of a mail piece with the data that generates it. The best TransPromo does not take data fields directly from a database and plop them into an offer on a billing statement. The best TransPromo aggregates data you have about your customers, develops trends and profiles, and coordinates offers based on what you have learned. While the physical address has an impact on some of the aspects of the profile, it is often not such a key factor. An exception, of course, might be if you profile people y post code who live at a marina or golf course and who then move away from that landmark and change spending habits as a result, but honestly that is something that should be caught well in advance of an offer being made.
To net it out, good data goes well beyond the physical address data.

Comments on: Transpromo Threatened by Poor Data Quality

By: Pat McGrew, EDP