DATA IS KNOWLEDGE, KNOWLEDGE IS POWER! The Basics of Data Appending
So, what is data appending?
A data append is a process that involves adding new data elements to an existing database. An example of a common data append would be the enhancement of a company’s customer database. Companies often collect basic information on their clients such as phone numbers, emails, or addresses. A data append takes that information and matches it against a larger aggregated database of business data, allowing the desired missing data fields to be added.
Why append your data?
It allows you to take the data you have and turn it into much more! Data appending can fill the gaps by getting rid of incomplete or inaccurate information. As an example, you may be missing a phone number, job title or gender. Data appends allow you to gather this information and use it to be more personalized and effective in cross channel marketing.
What are some benefits of doing a data append?
- Cleaner Information
- Reduce Waste
- More information
- Segmentation Improvement
- Keeping Cost Down
In addition to completing and verifying information, data appends can fix inconsistences, typos and update place names. With updated/corrected data you will receive less return mail and less email bounce backs saving time and materials.
One of the most important benefits of data appending is the information you can gather. This additional information gives you the ability to create segmented and personalized marketing campaigns, allowing you to target a specific audience, thus keeping costs down.
There are thousands of elements that specialty companies can provide, from motorcycle ownership to social media propensities. If you can think of it, it likely exists as an element that is available for append. Some basic consumer appends are:
- Marital Status
- Education Level
- Number of Children
- General Interests
Businesses can append to capture:
- SIC Code
- Sales Volume
- Number of Employees
Data is only useful if it’s accurate. Data appending is a practice that has been utilized for years to further identify, verify and segment consumers. By regularly appending your data set, you will have richer customer information, capture changes in mailing or email addresses, catch new phone numbers and improve the overall accuracy of your list. If you want to learn more, please reach out to your Badger rep for more details.