Customer acquisition often involves address data from external sources. Before this data is used for a campaign, its suitability and quality should be checked.
We prepare rented B2B and B2C address lists for their intended advertising use. We take account of the data structure, the requirements of the advertising channel and the agreed usage rights.
Why is data preparation important for customer acquisition?
Different address sources may contain overlapping records, incomplete information or inconsistent data formats.
Careful data preparation helps identify these issues before a campaign starts and determine appropriate action.
When importing data, we first check the structure and available attributes of the address lists. The necessary matching, selections and further processing steps can then be carried out.
The aim is to establish suitable data for the planned customer acquisition campaign.
What does data preparation include?
Which processing steps are appropriate and possible depends on the data source, the advertising channel and the applicable legal requirements.
Third-party postal addresses
For rented postal address lists, the following measures may be used:
- Deduplication to identify duplicate addresses
- Matching against existing customer records
- Taking account of relevant suppression and opt-out information
- Checking and, where appropriate, updating address data
- Preparing test groups and different selections
- Postage optimisation for the planned mailing
These measures can help reduce unnecessary duplicate contacts, returned mail and avoidable mailing costs.
Partially addressed advertising and email campaigns
Data matching and the suppression of existing customers can also be relevant for partially addressed advertising or email campaigns.
However, the available selection and processing options differ depending on the advertising format and provider.
For email advertising in particular, the legal requirements for sending marketing communications must be met.
Data preparation as part of your customer acquisition campaign
Data preparation connects the selection of suitable address lists with the subsequent implementation of the campaign.
We align the necessary processing steps with the planned advertising activity, also taking account of the requirements of subsequent production or ad delivery.
This brings address selection, data processing and campaign preparation together.
Related services:
Frequently asked questions about data preparation
Data preparation covers the checking and processing of address lists so that they can be used in accordance with the requirements of a planned customer acquisition campaign.
Matching against existing customer records can help exclude known customers from a campaign intended to acquire new customers. This requires suitable matching data to be available and the processing to be legally permitted.
Deduplication can identify duplicate addresses, helping to avoid unnecessary duplicate contacts as well as additional production and mailing costs.
