DM 201- MMI Direct - Data Processing by the Numbers

mmidirect.com

DATA PROCESSING BY THE NUMBERS

Direct Marketing 201 – New York

By Marvin Dawson, MMI Direct, VP/Operations

mmidirect.com

mmidirect.com

mmidirect.com a member of The Production Management Group, Ltd. family

WHAT YOU’LL LEARN TODAY

DATA PROCESSING BY THE NUMBERS

You’ll leave with an understanding of the information provided throughout the Merge/Purge process and how to use this information to assist in future marketing efforts.

You’ll also learn about MP Optimization and other modeling opportunities


WE WILL COVER:

Quick Review of Processing Flow

Data Hygiene Analysis

Unduplication Strategies

Understanding MP Reporting

MP Optimization and Modeling

Updating Your Database with Hygiene Results

mmidirect.com

PROCESSING FLOW


PROCESSING STEPS

Receive and Convert Lists

Data Hygiene

Merge/Purge

Keycoding and Package Splits

Output Processing

Creation of Return Files

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DATA HYGIENE ANALYSIS


DATA HYGIENE SERVICES

Data Hygiene

CASS Certification

DPV – Delivery Point Validation

NCOA – National Change of Address

LACS – Locatable Address Conversion System

PCOA – Proprietary Change of Address

Deceased Processing

Apartment Append/Correction

Address Enhancement


NCOA FOR SUPPRESSION FILES

NCOA Suppression files – Consider using both the old and new address

Exception: When running resident level matching, don’t use old addresses


INTERPRETING DATA HYGIENE STATS

Be aware of red flags in data hygiene stats:

Goose eggs

High NCOA match rate on hotline lists

‘Family’ lists with high NCOA hit rate

‘Family’ lists with any PCOA hits

ZIP+4 <95% (except undeliverable supp files)

Look at hygiene stats for individual lists. Issues might be hidden in total job percentages (4-7% drops).


OMIT OPTIONS

Omit Options - Test, test, test!

Deceased

Nixies

Prisons

No Plus4

Company records without individual name

Temporary Moves

Unique ZIPs

APO/FPO

Disaster areas

Profanity/Buzz Words

5 and 6 line addresses


OMIT OPTIONS (CONTINUED)

List type may influence omit decisions.

A database profile might provide insight when making omit decisions.

Test and make decision based on results.

mmidirect.com

UNDUPLICATION STRATEGIES


UNDUPLICATION LEVELS

Consider list type when determining matching levels

Test, test, test!

List Type Suppression Lapsed Non Donors

Rental

Suppression N/A Household Household Resident

Lapsed Household Individual Household Resident

Non Donors Household Household Household Resident

Rental Resident Resident Resident Household


LIST PRIORITIES

Which record should be retained when duplicates are identified?

Questions to consider when assigning list priorities:

List Ownership

List Cost/Exchange Agreements

List Type (Test, Retest, Continuation…)


UNDUPLICATION CRITERIA

Match Criteria

Tight – Allows for very few variations

Medium – Allows for moderate variations

Loose – Allows for many variations

Adjust/tweak match criteria depending upon List Type.

Test, test, test!


MULTIBUYERS

Try mailing the second record in household dupe groups:

If you’ve identified the following as dupes in your merge, instead of mailing John in both the main and multi drops, try mailing Mary in the multi drop.

John Smith - retained

Mary Smith - dropped

mmidirect.com

UNDERSTANDING MERGE/PURGE

REPORTS

mmidirect.coma member of The Production Management Group, Ltd. family

LIST HYGIENE REPORT


LIST PROCESSING REPORT


MERGEPURGE SUMMARY


MULTIBUYER SUMMARY


MATCH ANALYSIS MATRIX


NET OUTPUT BY LIST

Beware of drastic differences in net output %s between the current merge and previous merges (i.e. retention rates…)

This might signify a problem and should always be investigated.

Your list broker will use net output percentages to help you order the correct number of names in future merges.


MATCH ANALYSIS REPORT

In the standard MP Summary, suppression dupes take priority over cross-list and internal list drops. To see the true picture of cross-list matches, use a match analysis report.

Use this report to make list decisions and identify potential issues. For example, an unusually high hit rate between two segments of the same list may indicate that the 1st segment wasn’t omitted from the 2nd

mmidirect.com

ACQUISITION MODELING


MODELING

Communicate your goals: Higher response rate? Higher average gift? Models will be built towards specific goals.

A few examples of acquisition modeling:

MP Optimization – Remove records that are unlikely to respond; replace them with records that ARE likely to respond.

Ask String Optimization – You CAN customize ask strings on acquisition mailings!

mmidirect.com

Update Your Database with

Hygiene Results


DON’T FORGET TO APPLY HYGIENE RESULTS TO YOUR DATABASE

NCOA moves

PCOA moves – not recommended for active records

NCOA Nixies

ZIP corrections

Deceased


MERGE REVIEW

Turn off the autopilot on your merge! Review:

Current hygiene practices

Matching logic

List prioritization

Suppression files

Merge Optimization

mmidirect.com

Marvin Dawson443-539-2693

[email protected]

THANK YOU!

QUESTIONS?

mmidirect.com

Date post:	28-Nov-2014
Category:	Data & Analytics
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DM 201- MMI Direct - Data Processing by the Numbers

Data & Analytics