Our Services

Data Services

Data Services to Enhance Your Data and Increase Your Marketing Results

The key to successful marketing is to understand your customers. Exactis can help you gain valuable insight about your clients and prospects. Whether you are gathering missing information, or attempting to append email or phone data, Exactis delivers the information you want for every data appending project.

Data Enhancement

  • Better understand your customers
  • Increase your response rate
  • Grow your customer file

Data Appending

  • Add demographics, lifestyles, and purchase data
  • Increase your customer file
  • Clean and organize your file

Is your customer data yielding maximum results in identifying buyer traits, increasing lifetime value or finding new customers? Exactis makes sophisticated marketing intelligence and predictive modeling highly accessible, helping you generate incremental marketing insight by getting to know your current customers in a more in-depth way.

Customer Profiling

By analyzing the empirical evidence in your customer database, Exactis can identify the most descriptive traits and segments of your ideal customer, and use that information to understand behaviors, target unique segments, even determine the mix of products or services that are most effectively marketed together. Our marketing intelligence is completely customizable to not only meet your current strategic goals, but also to give you the knowledge to think two steps ahead.

Segmentation Schemes

What lifestyle levers impact value in a particular segment of your customer database? By validating segment schemes at the individual level, we can help you build a powerful tier-migration strategy to migrate buyers through the customer life cycle and exponentially increase the value of the relationship over time.

Consumer and Predictive Modeling

In our experience, the most efficient use of any marketing investment is to focus on the right target audiences. Use Exactis Consumer and Predictive Modeling services to build application-specific models, identify and prioritize prospects, identify gaps, even reactivate dormant customers.

Database Services

The gathering of data from a single source or multiple sources and making it available for analysis, aggregation, reporting and future marketing campaigns, is one of the many definitions of a Database Creation.  Since data can be stored in a number of different formats, the initial phase of the process formats the data to a single processing format, standardizes the address information and updates address information in accordance with the USPS Change of Address requirements.  This should be a straight-forward process but in most cases, it is not.  That is where the experience of the Exactis team can make a significant difference in the ultimate accuracy of the database.

The Exactis team opens, views and interrogates all input datasets prior to inclusion in the process.  Should any anomalies be discovered, appropriate action is taken to address them.  This can be a simple adjustment to existing format procedures or a new customized suite of programs designed specifically to fix the situation at hand.

Though time-consuming, the accuracy of the database demands such rigorous efforts.  Anything less will leave the final product questionable at best.

Once all data sources have been gathered, standardized and cleaned, they are presented to the Exactis Duplicate Identification Suite.  This suite of programs will identify and group all records at a site, whether business or residential, and then all individuals within that site.

Once grouped accurately, data from any of the sources can be used to populate the final database.  In simple terms, if three different sources provide the same person but with unique demographic information, once grouped together, data from any or all of the sources can be used to build the database.   For example, if one source has buying habits and another has real estate purchase information and the third contains credit card data, the final database record can contain all three unique sets of data.   This creates the most diverse set of data for further analysis and future marketing efforts.

Without the Exactis Duplicate Identification Suite though, the accuracy of the groupings is suspect at best.  This means that the passing of data from our three example sources will paint a picture of a person that is inaccurate and that will skew analysis and the success of future marketing efforts dramatically.

Many times a marketing manager feels that the tools at his disposal are just not adequate.  The most important tool, of course, is his own marketing database.  Having built, repaired and updated hundreds of databases over the years, Exactis brings a unique view of what is possible with the data available.  We can review an existing database and offer suggestions for making it more efficient and effective.  We will put together the road map to a fully functioning marketing database and make it work within your budgetary constraints.

When our analysis is complete, you will have the knowledge of strengths and weaknesses of your current database.  We will enumerate every possible enhancement, both from a database efficiency perspective and from a marketing “usability” perspective.  You will be fully informed as to the realm of possibilities available with your current situation.

And best of all, we will give you the ability to use Exactis to make the necessary “fixes” and additions to bring your database to the highest functioning level possible.  Or, you can simply use the analysis as a tool to seek bids for the desired improvements.  In any event, Exactis works as your partner to ensure the best result!

Exactis can use its vast array of tools for stand-alone cleansing and reduplication of mailing files or as an integral part of a much larger database or mailing initiative.   When involved in implementation of a database, the custom tools developed over years of standardizing every conceivable format and data structure, correct and incorrect, speeds the ETL process dramatically.  ETL stands for “extract, transform and load”, the processes that enable companies to move data from multiple input sources; reformat and cleanse it, and load it into another database, a data mart or a data warehouse for analysis, or on another operational system to support a business process such as Direct Marketing.

The NCOALink® Product is a secure dataset of approximately 160 million permanent USPS® change-of-address records. It is a complete list of everyone who filed a permanent change of address notice with their Post Office™ during the previous 48 months. Developed with secure data store technology to increase security of postal customer data and protect the privacy of this information, the NCOALink® Product enables mailers to process mailing lists and update lists with new addresses prior to mailing. The file includes the old “moved from” address, and the new “moved to” address. The change-of-address data consists of the name and addresses of individuals, families and businesses who have filed a change-of-address with the USPS®.

When you send us your customer or prospect names and addresses, we match them against the NCOALink® file. Whenever a name and address from your file matches to one of NCOALink® old addresses, we supply you with the new forwarding address, or tell you why there’s no address available.

Exactis offers both the Full 48 Month and Limited 18 Month NCOALink® options.

Whether your issue is duplicate contacts at a business or individuals at a household, we identify more accurate dupes than any of our competitors.  The result is more efficient and cost-effective solicitations by our clients.

The Exactis Duplicate Identification Suite has been developed and updated over the last twenty-plus years as changes have occurred in the way business addresses are formatted.  Since the technology serves domestic as well as foreign addressing issues, individual’s names from around the world are accurately identified and matched.  This enable highly accurate duplicate identification without over-kill (the elimination of too many records due to inaccurate similarities).

Exactis uses its “Bridging” suite of software to identify duplication at a site (company or household) and individual level.  Virtually every element of data presented on the input source files can be used to attempt to find similarities that, if enough are present, constitute a “bridge” that links records.  Not every record in a site grouping needs the same elements to establish the link.  For example, if record A contains address and company elements that can be seen to match record B, they will be linked.  Similarly, if record C matches record B by contact, company and phone, they will be linked.  By virtue of A matching B and B matching C, A will match C.  Following is a realistic example:

John Little   ABC Corp,123 Main Street,New York,NY10012(212)971-1234

Mary Jones  ABC Dist,  123 Mane St,      New York,NY10012(212)971-8888

J Little         A.B.C.,     P.O.Box 17,       New York,NY10013(212)971-1234

Even though our third sample record is at a different address (POB vs. Street) the software has enough other information to establish a link.  The duplicate identification process employs hundreds of matching algorithms along with Soundex and initial routines (I.E.; IBM = International Business Machines) for both company and individual names.  All of these can be adjusted to tighten or loosen the way a match is determined.  In most cases though, the standard settings capture the maximum number of duplicates without over-matching in error.

Exactis has performed thousands of these duplicate identification processes over the years.  We have successfully employed our software in conjunction with all the major B-to-B and Consumer databases.  We quite regularly, in fact, bring these major competitors together in a single “superset” of unduplicated and deliverable information.

At Exactis, Merge/Purge is our specialty. We divide our Merge/Purge service into Consumer and Business, making sure that your Merge/Purge is relevant to your company or organization. Focusing on accurate B2B or B2C results.

Exactis uses state-of-the-art duplicate detection software in combination with its own seasoned custom programming to optimize its merge/purge processing. Bridge-link processing can help you target your direct marketing campaign and better understand the results through comprehensive reports.
Our sophisticated software assures you of the highest quality as we:
• Pre-process all lists using custom programming to clean up and standardize list data
• Key code, standardize addresses, correct ZIP codes, CASS-certify
• Update Moved customers through NCOA-Link
• Generate Postal presorted outputs.
Bridge -Link merge/purge offers you complete, extensive reports for analysis, including:

• Project Summary
• Reject Summary
• DMA match Summary (optional)
• List Internal Duplicates
• List External Duplicates
• Multi-List Hits analysis report
• Multi-buyers report
• Duplicate Records Samples
• Output Counts by State and SCF
• Custom counts or reports (optional)

Merge/Purge for Business
Bridge-link(B2B) merge purge identifies dupes at the individual level within a company at a location or at the company level within a location. Output can be selected at the all per company or One per company.

Merge/Purge for Consumers
Bridge-link(B2C) merge purge breaks down to the sur name level of the individual, identifying dupes at the individual level within a household at an address or at the household level within an address. Output can be selected at the all per family or one per family
.
Merge/Purge Match algorithm and parameters
Both Bridge-link (B2B) and Bridge-link (B2C)* are customized for each client’s needs. Match rates and algorithms can be altered through internal parameters to meet the optimized results you are looking for.

At Exactis Marketing Systems we provide Postal presorting using GOLD PAVE and CASSCertified software. We can produce tray tags and bag tags in different file type formats as well as reports and Mail.dat files. Multiple presort options are available including 1st class or 3rd class. Letter, flat or postcard, Palletized, batch sorted or NDI sorted for optimized postage discounts.

PAVE™ (Presort Accuracy, Validation, and Evaluation)

The PAVE™ (Presort Accuracy, Validation, and Evaluation) program is a process designed in cooperation with the mailing industry to evaluate presort software and determine its accuracy in sorting address files according to Domestic Mail Manual (DMM) standards. PAVE is available only to software and hardware developers, i.e., companies that develop presort software or manufacture presorting equipment for resale or internal use. Participation in the program is purely voluntary.
Although this program evaluates and validates presort products manufactured by developers,PAVE does not guarantee acceptance of mail prepared using PAVE-certified hardware and/or software; however, it does provide national approval of computer-generated facsimiles of United States Postal Service® (USPS®) postage statements, standardized documentation, and other presort documentation.
The USPS defines a PAVE-certified software product as a presorting product with source code specifically written to operate on a particular platform or operating system and assigned a specific version number. Many products use different language compilers to process files within different operating systems or on different hardware platforms. Therefore, to maintain the highest standards of quality assurance, PAVE will certify each product that operates on a particular platform at the current version number. One platform will be tested completely according to the test files ordered, and additional platforms will be tested randomly. The developer may either submit all platforms or just a few for certification. PAVE will evaluate each platform of the presort product separately and will issue a certificate for each platform that meets the PAVE accuracy requirements.

Data Append Services

Enhancing your business database with Firmographic data allows for the analysis and further understanding of your customers.  This is a critical step in growing a customer base!  Data gathered through direct phone calls, business transactions, SEC filings and credit reporting are all available for append to the customer’s business database.

Many companies attempt to provide this service but lack the most basic data matching skills required to make an accurate transfer of data.  Let’s face it, it’s not the match rate that matters but the accuracy of the match.  Since many businesses can be found at an address and possibly even share the same main switchboard telephone number, a match cannot be determined solely on these attributes.

As in any database construction, Merge/Purge Mailing campaign and Data Append process, the matching and grouping of Sites and Individuals within those sites is the most basic and most critical piece of the puzzle.  The Exactis Duplicate Identification Suite is utilized in the most complex database build as well as the most basic Data Append.  It is due to this advanced matching process that Exactis can claim the most accurate appending of data of any data service bureau in the industry.

Enhancing your Consumer database with Demographic data allows for the analysis and further understanding of your customers.  This is a critical step in growing a customer base!  Data gathered through buying habits, real estate transactions and credit reporting are all available for append to the customer’s Consumer database.

As with Business Data Append, there are many companies that attempt to provide this service but lack the most basic data matching skills required to make an accurate transfer of data.  Let’s face it, it’s not the match rate that matters but the accuracy of the match.  Since many households can be found at an address and not always have an apartment or floor number, a match cannot be determined solely on these attributes.

As in any database construction, Merge/Purge Mailing campaign and Data Append process, the matching and grouping of Sites (Households) and Individuals within those sites is the most basic and most critical piece of the puzzle.  The Exactis Duplicate Identification Suite is utilized in the most complex database build as well as the most basic Data Append.  It is due to this advanced matching process that Exactis can claim the most accurate appending of data of any data service bureau in the industry.

Exactis Marketing’s Email Append Service enables marketers to grow the number of emails on their customer list.

Now marketers can grow the number of emails on their customer list through a product that offers both quality
and high match rates that can reach 40% and uses fresh, top quality data from participants contributing their active customer files.

Our service includes matching offline addresses to the customer’s online email address, and delivery of a branded email message designed to introduce online communications to each of the matched customers. Upon completion of our process, you will receive the deliverable email addresses for the matched customer records.

Our average match rate on first run files is 15-25%.

Our email database currently has 500 million consumer and 16 million business records.

The database is derived from multiple sources. Each record includes name, physical address, and email address. A large percentage of the records include Exactis’s demographic data which allows you to choose from hundreds of data elements as well as email address.da

Add Consumer & Business Phone Numbers to Your Database

Exactis Marketing’s Phone Append service adds consumer or business phone numbers to your database based on the provided name and/or postal address.

Consumer Phone Number Append
Exactis matches consumers using first name, last name and address information. All lists are matched against the National Do-Not-Call registry. The average percentage of appended numbers ranges from 10%-60%.  If you have a DNC exemption your rate will be higher.

Business Phone Number Append
Exactis matches business using Company name and address information.  The business phone number append percentage varies depending on the accuracy of the names in your list. Your record must match our database record exactly in order to append a phone number, otherwise no match will be given. The average percentage appended is 40% to 60%.

Our Phone Append services will help you:

• Increase your marketing campaign ROI by creating a telephone follow-up
• Improve customer service by enabling telephone contact

Reverse Email Append

Exactis’s reverse email appending service will enhance your email database by adding names and postal addresses to it. With this information, you’ll be able to:

  • Communicate with your customers through direct mail
  • Better segment your database based on geography
  • Personalize your communications
  • Append demographic information

Our reverse append service matches 25% to 50% of most input files with the fastest turnaround, and all results are certified by the United States Postal Service’s Coding Accuracy Support System (CASS) for accurate postal delivery at discount rates.

 

Reverse Phone Append

 

Exactis can link your phone numbers with the most accurate and up-to-date name and address information possible.

Reverse phone append enables you to identify your contacts, segment your database, and start multi-channel marketing. Use it to obtain:

  • Verified names and postal addresses
  • Identification of consumer or business locations
  • Phone type and status
  • The ability to append demographics

List Append Services

Mailing lists are an essential part of any direct mail marketing campaign. Finding the right lists that are targeted to your specifications, can drive response, and increase your Return on Investment (ROI), requires experience and knowledge.

Exactis Marketing Systems knowledgeable and experienced list brokers will partner with you and help you have success with your direct marketing campaigns. Our brokers have worked with some of the largest mailers on both B2B and B2C campaigns and their experience is not limited to email, postal and telemarketing lists.

Our list brokers take the time needed to understand your needs and your history. They review past and current results, analyze list selects and work to insure that each campaign is tailored to reach an audience that will maximize your ROI. They provide recommendations on the best lists and selects to choose, as well as how to utilize email and postal lists to provide the maximum exposure.

At Exactis, our brokers do not stop there. They provide state-of-the art merge/purge and analysis and look to help our customers grow with each campaign. In addition, they provide a Postal presorting service to help maximize postal discounts for direct mail campaigns.

Maximize your list rental revenues with quality mailing, telemarketing & email lists.

Exactis Marketing Systems manages a variety of quality mailing lists, telemarketing lists and email files, maximizing list rental revenues for all of our list owners. We manage many types of business and consumer files which allow prospective marketers the opportunity to target and reach just the type of prospects they are looking for.

Exactis Marketing Systems prides itself in doing careful research and analysis to discover every possible market for each of our managed lists. We then aggressively market our managed files to all potential mailers. We contact direct marketing list brokers, go directly to large mailers, and also market these files to many niche companies whom we identify as potential customers for a particular list. We write, call, email and work trade shows and conventions, and visit potential mailers in person in an effort to get the most revenue possible from each of our list management properties.

While our knowledgeable list management staff goes to great lengths to market our managed lists, we always make certain that our list owners retain complete control over who is allowed to use their list, for what purpose, how often, and at what price. We always make sure that we give list owners the opportunity to see samples of all potential list rental offers before they give their approval.

Address Hygiene

When a file is run through CASS Certified™ software a number of critical functions are performed.

First, the file is matched to the ZIP + 4® Database. The ZIP + 4® Database is composed of address ranges.

Example: 1 MAIN ST -through- 20 MAIN ST

If a record falls within a specified range that address is then formatted to USPS® standards.

Example: 1 MAIN STREET -becomes- 1 MAIN ST

Second, information such as ZIP + 4®, Carrier Route, and Delivery Point are appended to matching records. This is crucial information that is needed, along with your CASS™ Summary Report, to obtain postal discounts.

Third, CASS Certified™ Software will also make corrections to a file. The software will correct ZIP® codes, fill in missing post direction or pre direction, correct misspellings, and correct city/state if misaligned with a ZIP Code™.

It is important to understand that CASS™ Processing is a crucial step in the address hygiene process, but more importantly it is a required step. Records that do not match to the ZIP + 4® Database do not qualify to go through any of the other USPS® Address Hygiene products listed below.da

The DPV™ database is a U.S. Postal Service® file that includes every known address in the country. It is the most complete address database available, and can serve to validate the accuracy and completeness of known addresses. Records that cannot be matched with the DPV™ file are potentially undeliverable.

The DPV™ Product identifies whether a ZIP + 4® coded address is currently represented in the USPS® delivery file as a known address record. The DPV™ Product allows users to confirm known USPS® addresses as well as identify potential addressing issues that may hinder delivery. Correcting potential addressing issues can reduce the amount of undeliverable-as-addressed (UAA) pieces, which in turn will result in more efficient mail processing and delivery.

The DPV™ Product confirms that:

1. The known address has verifiable primary and secondary data.
2. The known address has the verifiable primary but not secondary data.
3. The address cannot be verified as a known address.

The DPV™ Product does not append any missing data or correct any address elements.

Since August 1, 2007, CASS Certified™ software has been required to use both the DPV™ and LACSLink™ products when processing address lists. This requirement ensures ZIP + 4® codes will be assigned only when the primary number of the address can be validated using the DPV™ Product, and whether the input address reflects any municipality conversions.

The U.S. Postal Service’s DSF2™ product provides valuable information about the addresses on your file. DSF2™ processing begins with the DPV™ service described above. Addresses that match to the DPV™ file are identified as being complete and correct. Addresses that can’t be matched to DPV™ are either incomplete or incorrect, and so are potentially undeliverable.

Records that match the DPV™ file can then be processed through the DSF2™ product, which differentiates residential and business addresses; identifies addresses that have been vacant for 90 days; and locates seasonal/educational addresses and commercial mail receiving agencies. The DSF2™ product also supplies the walk-sequence numbers that will be needed to qualify for High Density and Saturation postage rates.

The LACSLink™ Product is a secure dataset of converted addresses that primarily arise from the implementation of a 911 system, which commonly involves changing rural-style addresses to city-style addresses. The LACSLink™ Product also contains existing city-style addresses that have been renamed or renumbered.

The U.S. Postal Service® will deliver to either the old or new version of the LACSLink™ address for a period of one year. At the end of this period, the “old” version ceases to be a valid address. It disappears from all postal files except the LACSLink™ file. Without LACSLink™ conversion, the old version of the address can no longer be ZIP + 4® coded or carrier route coded and will be considered undeliverable.

The LACSLink™ Product:

1. Reduces undeliverable mail by providing the most current address information for matches made to the LACSLink™ file.
2. Lowers mailer costs by reducing the number of undeliverable and duplicate mail pieces by using the most current address information.
3. Provides the opportunity for faster product/service marketing through accurate mail delivery.

Effective August 1, 2007, CASS Certified™ software is required to use both LACSLink™ and DPV™ products when processing address lists. This new requirement ensures ZIP + 4® codes will be assigned only when the primary number of the address can be validated using the DPV™ Product and whether the input address reflects any applicable municipality address conversions.

The NCOALink® Product is a secure dataset of approximately 160 million permanent USPS® change-of-address records. It is a complete list of everyone who filed a permanent change of address notice with their Post Office™ during the previous 48 months. Developed with secure data store technology to increase security of postal customer data and protect the privacy of this information, the NCOALink® Product enables mailers to process mailing lists and update lists with new addresses prior to mailing. The file includes the old “moved from” address, and the new “moved to” address. The change-of-address data consists of the name and addresses of individuals, families and businesses who have filed a change-of-address with the USPS®.

When you send us your customer or prospect names and addresses, we match them against the NCOALink® file. Whenever a name and address from your file matches to one of NCOALink® old addresses, we supply you with the new forwarding address, or tell you why there’s no address available.

Exactis offers both the Full 48 Month and Limited 18 Month NCOALink® options.

Mail/No Mail Indicator

The Mail / No Mail Indicator looks at the results from each process that was run, and then ranks each record according to the accuracy of the client’s address data. Clients can use the score, which ranges from 1-8, as a simple guide to making decisions about whether to mail or not to mail a record.

Exactis ACS (Address Correction Service)

Exactis Address Correction Service is a proprietary system that will increase your overall ZIP + 4® and DPV rate– resulting in reduced postage for the newly coded addresses. By improving the accuracy of the addresses on your file, Exactis ACS also improves the match rates for all subsequent processing – from postal hygiene services like NCOALink® and LACSLink to non-postal services like merge/purge and data append. Exactis ACS also verifies names and delivery point information.

Exactis PCOA (Proprietary Change of Address)

Most companies have come to rely on the U.S. Postal Service® NCOALink® product as a tool for identifying movers and updating address information prior to mailing. However, NCOALink® is only a partial solution. For a more complete solution, you should use the Exactis Proprietary Change of Address Database along with the U.S. Postal Service® NCOALink® database.

Why Use Exactis PCOA?
Due to the U.S. Postal Service® defined matching criteria, NCOALink® misses many moves. Also, many postal customers do not file changes of address with the U.S. Postal Service®. The Exactis PCOA keeps track of moves for over 20 years allowing us to expand the reach of changes of address

Exactis PCOA contains more than 25 million changes of address. All moves on PCOA database are at an individual move level and all matches will return a new address. Multiple sources “feed” the PCOA database, which is updated monthly.

The SuiteLink Product is a data only product containing business addressing information specifically identified as high-rise default records as a result of CASS™ processing. The SuiteLink Product will enable customers to provide improved business addressing information by adding known secondary (suite) information to business addresses, which will allow USPS® delivery sequencing where it would not otherwise be possible. Records that have been processed through CASS Certified™ ZIP + 4® address matching software and identified as high-rise defaults are potential candidates for SuiteLink processing.

Consultative and Analytic Services

Who are your customers?  What differentiates customers from prospects?  Why do certain solicitations perform better than others?  These are a few examples of the questions and issues our clients face.  We provide the capabilities for them to answer these and other questions by analyzing what it takes to become a customer.  Once we can distinguish a customer, we then look to differentiate a great customer from an average customer.

The analysis works hand-in-hand with the data and data tools that will build upon the incites of the analysis to help grow your customer base.  In simple terms, if you can identify the characteristics of a customer, you can use those characteristics to search for prospect “look-alikes”.

Exactis utilize it’s full suite of databases and database tools to first paint a picture of a customer.  This picture can be broad and non-specific initially and then refined to bring increased clarity depending on the objective.  Supported by world-class data, both business and consumer, we are able to use that customer picture to provide a limitless pool of candidates for continued growth.

Exactis Marketing Systems has been supporting marketers with their marketing campaigns, building of marketing databases and analysis of customer data for a quarter century!  In that time, we have worked with Fortune 1000 internal marketing organizations as their personal data experts, with Ad Agencies and Brokers as their “in-house” data processors and with small and midsize companies as their go-to source for everything to do with marketing and database.

We always bring a consultative approach to every type of engagement.  There are though, those companies looking for only a “second set of eyes” to offer a non-biased view of a current situation.  Or perhaps, a trusted expert is required to make recommendations for marketing and database strategies for the future.  Whether we perform the processing ourselves or define the roadmap for others to follow, our wealth and breadth of experience and knowledge is unsurpassed in the industry.  Let’s discuss your needs and goals and we will bring a myriad of solutions for you to choose from.