News
 Case
Study: Ad Agency Raves “Clean Data Saves Thousands!”
Company
Roska Advertising Direct
Industry
Advertising
Challenge
Roska Direct Advertising—a nationally known, full
service ad agency based in Montgomerville,
Pa.—creates direct response campaigns utilizing a
variety of formats depending on a client’s budget
and creative challenges. To create and produce a
variety of mailing kits, self-mailers and postcards,
the agency relied mostly on lettershops and data
processing companies to cleanse its mail files.
“While this got the job done, we found we frequently
lost time transferring data back and forth,” says
Ali D’Agostino, Roska’s print production manager.
Solutions
The data hygiene mailing solutions the agency
adopted consisted of the following Melissa Data
products and services:
• MAILERS+4® software
Verifies addresses while eliminating costly
duplicates and presorts for lowest postage rates,
for maximum discounts.
• Geo*Coder software add-on
Adds latitude/longitude to ZIP + 4® level of an
address to improve target marketing effectiveness.
• NCOALink® postal data enhancement service
Updates databases based on USPS® 48-month
Change-of-Address (COA) file.
Results
The agency implemented MAILERS+4 and GeoCoder to
perform the most critical part of their data
hygiene—address standardization. “This software
enables us to verify, correct, and standardize
addresses and eliminate duplicate records,” says
Steve Lindsey, manager of database operations.
He also compliments the GeoCoder software, saying it
helps the firm cost-effectively prepare a client’s
customer files for geo-demographic analysis.
To bolster its mailing efforts further and ensure
maximum success, Roska runs NOCALink on all their
rented lists prior to merge/purge.
“Melissa Data’s software and services have saved our
clients thousands of dollars by standardizing
addresses and identifying records that are not
mailable—allowing us to suppress bad addresses,
minimize returned mail and ultimately improve
response rates and ROI,” Lindsey states.
Roska services consumer, business-to-business, and
healthcare clients with a complete range of in-house
services. Because no client is too big or too small,
Roska tries to understand what each client desires
and offers them a solution in terms that will
motivate action.
Lindsey reveals the secret behind their solution.
“Keeping address files clean and current is critical
to the success of the marketing programs we develop
for our clients. Melissa Data provides us with
solutions that allow us to react more quickly—while
lowering the cost of data hygiene—so we can in turn
pass that value onto our clients.”
“We are very happy with Melissa Data,” adds
D’Agostino. “They are responsive to questions,
provide pricing quickly, and frequently complete
their work ahead of schedule. This gives us
tremendous flexibility, making it possible to work
quickly and make our committed deadlines.”
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