Data Tips: Deduping and Suppressing

Cleaning a database of dedupes is one of the simplest ways to maximize its efficiency for your data marketing needs. This includes many small steps, but two are imperative when mailing to your customers.

The first is deduping. Deduping is simply the process of removing duplicate records. There are several different options you can choose to go by when deduping, this allows your marketing campaign to be as efficient and direct as you would like. For example, here is a list of deduping options that CSG offers.

One Per Individual Deduping

Individual Exact – This matches the address, first and last name, and zip code. So, if there is a Bob Smith at 123 Liberty Lane in your list twice one will be exported out of your list.

Individual Tight – Compares the same as above, but those that sound alike, such as: Christopher Ryan at 123 Liberty Lane, Chris Ryan at Liberty Lane or Jonathan Smith or John Smith. These are considered the same person and therefor a dedupe.

Individual Exact and Tight deduping comes in handy when your mailer has individual offers like the example below.

John Smith at 150 Freedom Dr. gets 100 bonus points
Sally Smith at 150 Freedom Dr. gets 120 bonus points

Although both live at the same address, they both have different first names therefor are not deduped out by using Individual Exact and Tight. This allows you to market to multiple people within a single household. Furthermore, you can market variable offers to every unique individual inside your data list.

One Per Household Deduping

Resident Exact – Dedupes the list by address and zip code only. So regardless of name if two or more records have the same exact address all but one record will be exported out of the main list.

Family Tight – Compares the last name, address, and zip code. This catches and slight variation of spelling that may occur between dedupes.

For example:
John Smith, 123 Liberty Lane, Apt B302
John Smith, 123 Liberty Lane

The above is a dedupe, although one of the above addresses contains an apartment number, the bottom record must be deleted in order to prevent the targeted clientele receiving multiple mailers for the same marketing campaign.

Resident Exact and Family Tight are handy for generic mailers that don’t have variable offers. There is really no need to send a mailer to everyone in a household for the same event, not only is it over marketing and annoying to those receiving the offer, but it is a waste of print and postage expenditures.

One Per Company Deduping

Company Exact – Much like Individual Exact with the exception that it compares the Company Name instead of the First and last along with the address/zip code.

Company Tight – Matches Company names that sound alike and have the same address/zip code.

For example:
Flag Makers Incorporation, 123 Freedom Way Suite 202
Flag Makers Inc. 123 Freedom Way Suite 202

This is obviously a dedupe, but wasn’t picked out by Company Exact because “Incorporation” was abbreviated in one and not the other.

Company Exact and Tight is only used when a list contains a company field.

There are instances where you will have First and last name fields along with a company field. This opens the possibility that several individuals at the same company and address will be in your list. Whether you want each of those instances to be mailed to will be entirely up to you.

Suppression

Suppression is when two different data lists are deduped against each other; whether it be Individual Exact, Resident Exact, etc.

This is typically utilized when you don’t want to mail to customers that were previously mailed to in recent marketing campaign.

So you can see that there is a lot that can be done to with these two data processes that can save you some big bucks, prevent your mailers from annoying your targeted audience, and ultimately insuring that you are getting the best out of your data.

Why We Love Variable Data Printing #1!

We have been in the variable data printing (VDP) business for nearly fifteen years. Nothing gives the team at CSG Direct Mail more of a rush than taking a job and applying the advanced concepts of conditional programming and intensive personalization to create a highly-targeted VDP campaign that brings excellent responses. We thrive on complex VDP projects that take all the elements of a customer’s project and weaving them into a grand, personalized tapestry.

Many Direct Mail companies brag that they do VDP, but do they really understand the height and depth that really constitutes VDP? Do they understand that personalization is more than just putting “Dear First Name” in a letter? Can they take multiple tiers, hundreds of graphics, text elements and styling, and intensive data to create a campaign that can be run as one version to maximize postal savings and project timeliness? This is where the rubber hits the road!

VDP is a wonderful ballet of data and graphics woven together with conditional programming to create a custom-tailored personalized message that is unique and desirable to catch the attention of your customer. The more targeted your data and graphic assets are constructed, the more likely of a positive response. In addition, one is almost unlimited in what can be created in a VDP project. The only limitations are the complexity of the data, design assets and one’s imagination!

It’s just not enough to have a person who “crunches” your data and prepares it for postal output. They must understand how to code a database to work in conjunction with graphic assets to make a VDP project sing. One can have the most talented graphic designer on their team, but if the designer doesn’t have a basic understanding how a database can be used to power all their designs with conditional programming, then the project is reduced to creating many separate outputs according to level/tier. A huge waste of time and money! For a successful VDP project, both data and design must work in tandem and understand each other’s skill sets to make the final product shine!

This is when we shine at CSG Direct Mail. Data, Design and Print personnel working in tandem to produce some crazy and wonderful VDP! Multi levels, multi Property, graphics switching out on the fly, fonts changing size, face and color, with conditional programming humming in the background while the data conducts the process like a maestro! It’s magic!

Next…VDP in action!