News
 Finder
Numbers Help Trace Sources
By Lisa
Delzell, marketing manager at Lenser
When it comes to name and address entry, the
standards used to input the data to a customer file
have always been less than rigorous.
Glaring misspellings are common, as are omissions of
critical address elements. Additionally, the capture
rate of valid source codes isn't much better.
Very often, no more than 20 to 25% of orders contain
a source code. And e-commerce orders present their
own name and address quality challenges.
That's where finder number technology comes in.
Finder numbers are unique IDs that can be applied to
prospects (and house names, if needed) and act like
specific account numbers.
A file of these records with their finder numbers
can be uploaded into a cataloger's operational
system for access by call center reps, and can also
be available during e-commerce sessions.
When the finder number is input during the
order-taking process, the name, address and source
code of the prospect or customer will be served up
and can be stored automatically and accurately into
the customer database.
Another bonus is that typically the name and address
associated with the finder number has been
standardized to meet USPS® requirements and is
CASS
Certified™, NCOALink® processed, and ZIP + 4® coded.
When it comes time to run a matchback to analyze a
mailing, these more accurate new customer records
will enable a better match to the mail file for a
more valid read on results.
---Source:
Multichannel Merchant List & Data Stratagies June
23, 2008 newsletter (www.multichannelmerchant@pbinews.com).
Lisa Delzell is marketing manager at Lenser.
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