InsightIQ Blog

Can I get some householding, please?

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Jun 3 2009

Just like Momma used to say, (data) cleanliness is next to Godliness. Well, not quite, but you get the point...this will make sense by the time we get to the end here.

One weekend not too long ago, I found myself enjoying one of the first sunny days in a while and as I was wrapping up the yard work I wandered out to the mailbox to check the daily delivery of bills and credit card offers...that's when the clouds rolled in again.

Maybe I'm being a little dramatic, but I may have an obsessive side that focuses on pet peeves until that very last incident pushes me over the edge. This was that day. In the grand scheme of all marketing media, direct mail is arguably reaching the Golden Years and yet it boggles my mind that the folks responsible for sending me these necessary targeted mail items still can't figure out that my wife and I share the same address and don't actually need TWO copies of the latest Pottery Barn Kids catalog.

As useless as it may be to send two identical catalogs to the same house (not to mention incredibly annoying to someone as neurotic as myself), this scenrio highlights an underlying problem facing many businesses ,which is, they just don't have clean data.

We all know that the cost of printing these catalogs (or any other direct mail piece for that matter) can skyrocket pretty easily, and if we could apply some basic data cleansing processes to our marketing data marts to truly make our targeting more effective, the potential savings per campaign could really start to add up quickly.

Not only is it a waste of marketing dollars to send multiple copies to a single household, but with the current focus on eco-friendly processes and business solutions, eliminating these duplicate prints could let a lot of trees enjoy a little more time in the sun before being mashed to a pulp only to end up in my recycling bin.

I think we owe it to neurotic homeowners and trees everywhere. Clean your data and realize a cost savings that makes your marketing efforts both more affordable and equally effective while reducing the amount of needless waste being produced on a daily basis.

 

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