Data Enhancement - Frequently Asked Questions

What is Data Enhancement?
DecisionMaker Data Enhancement is a service that completes your house list/customer file to ensure you have the most accurate, up-to-date contact information on the individuals and companies in your database.

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Why do I need Data Enhancement?
You have a file of customers and prospects. Industry averages indicate that the shelf-life of customer data is 12-18 months and it usually contains 25% invalid or incomplete data. That percentage jumps to 80% for prospect data. Inaccurate customer and prospect data leads to waste in postage, production and messaging, and can prompt you to send a targeted piece to the wrong contact. Data Enhancement enables you to send the right message to the targeted contact, and keep your files current and accurate.

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What if I rent lists?
If you rent lists less frequently than 4 times per year, Data Enhancement is a cost-effective way to append information and keep your marketing communication options open.

In addition to the same quality names and rich demographics you would receive with a DM2 List Rental, Data Enhancement goes a step further to identify the profile of your optimal customer or target, and expand your prospect universe with only the specific companies and individuals that best match this profile.

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How is DM2's data different from that of other B-to-B data providers?
We have more than 35 million sourced business professionals from over 25 industries, which provides you access to the most in-depth, B-to-B demographic data available. Other data append services offer compiled information which may not be as frequently updated and does not contain the type of business buying behavior you will receive from DM2.

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What benefits do I get from doing Data Enhancement with DM2? • • • • • • • • • Minimum up front investment and commitment Quick turnaround time Rich company and contact demographics and their buying behavior The ability to segment your customers, which can: Increase marketing efficiency by enabling better targeting of your message to specific titles, companies and industries Increase your return on marketing investment, saving you money (i.e. postage, less waste) and increasing your response rates The ability to prioritize your prospecting efforts, which can: Increase sales efficiency by decreasing your sales cycle Increase your productivity, saving you time and money

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What is the process, and what do I actually receive? • • • • • You send your existing data to DM2 — either the file in its entirety or a representative sample of it. DM2 analyzes your data and provides you a profile report of your customer file. DM2 reviews the profile, enhancement options and pricing with you. You decide on the level of enhancement you need. DM2 executes the matches and enhancement of your data. You receive a de-duped, standardized and enhanced file back from DM2, with rich demographics appended to your current customers and new individuals with demographics for perpetual usage, ready to use in your next direct marketing campaign.

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What is a profile report?
A profile report is a tool that shows you a detailed composition of your house list/customer file. Your custom profile report paints a total picture of the individuals you currently reach, as well as additional contacts in your target market, with an analysis of specifics such as: • • • • • • • Buying Authority Job Function Title Business/Industry Sales Volume Employee Size and more

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How long does a Data Enhancement project take?
Data Enhancement projects take approximately 7 business days from receipt of your (or your client's) house list/customer file.

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When should I do Data Enhancement?
If your (or your client's) house list/customer profile has individuals whose contact information hasn't been verified or updated in 18 months or more, or if you don't know the origin of their data, you need Data Enhancement now, before deploying your next marketing campaign or sales promotion.

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How often should I do Data Enhancement on my house list/customer file?
Every industry is different; some business categories experience changes more frequently than others. Ideally, data updates are recommended 3-4 times a year.

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What if my house file isn't in a preferred format?
Our team will analyze a sample of your house file and provide a quote to cleanse or otherwise structure your house list/customer file into the optimal format for successful matching and enhancement.

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How much does Data Enhancement cost?
DM2 offers cost-effective subscription services and pricing options for Data Enhancement, depending upon the individuals you need to reach. You choose the level of enhancement you need, and only pay for the records we match and deliver. Contact your sales representative to see how you can increase your return on marketing investment with DM2's Data Enhancement service. Call 800.323.4958 or click here.

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You might need DM2-DecisionMaker Data Enhancement if? • • • • • • • • • You open your cold-call list and see hundreds of GREAT names, but there are no area codes on the phone numbers. You've stoically skipped lunch AGAIN to try and get the list prepped for the mailing — you open your database, and there are addresses — but no company names. Those names might be from the "Trekkie" conference your sister-in-law went to last month, you're not really sure. The new guy brought in his lead list — from 1978. The previous marketing manager wrote all the lead information on a cocktail napkin (is that a "T" or a "K" — just fax us the napkin) Remember the data migration last March when all the email addresses got truncated? They're still truncated. The temp typed all the address information into one field. IT could only retrieve 17% of the customer records. The remaining fields have weird characters in them. %$*&@ You have six different versions of John Smith associated with each of the following company names: ABba, ABBA, AABA, Abba?