Our data services start with data hygiene. You never want to waste your hard-earned marketing dollars sending mail or email to old, incorrect addresses. According to Wikipedia, incorrect or inconsistent data can also lead to false conclusions and misdirected investments. Believe me, you don’t want to have bad data.

List Hygiene & Maintenance

This is the process of detecting and correcting (or removing) corrupt or inaccurate records. After those records have been identified, that data is replaced modified, or deleted.

Once the list hygiene data services have been completed, a data set should be consistent with other similar data sets in the system. Data Services may either flag (highlight) or remove inconsistencies.  These inconsistencies may have been originally been caused by user entry errors or by corruption in transmission or storage. Furthermore, different data dictionary definitions may be the cause of  inconsistent (dirty) data.

The actual process of data cleansing may involve removing typographical errors or validating and correcting values. The validation may be strict such as rejecting any address that does not have a valid postal code. Other validations maybe loose. In this case records may be corrected that partially match existing, known records. Some data cleansing solutions will clean data by cross checking with a validated data set.

Data Appending

Another common data service practice is data enhancement. This is where data is made more complete by adding related information. For example, appending addresses with any phone numbers related to that address. We can also append email addresses to your file.

Some clients also ask us to add new information to a record. For example, someone may want to have a spouse name appended to a file. Likewise, others may want to know if there are children present in the household.

Data services may also involve harmonization (or normalization) of data. This is the process of bringing together data of varying file formats. The data is then re-formatted into one cohesive data set. This helps you cross-sell your products and services.

Digital Display Advertising

Use as a companion to your direct mail – or as a standalone. Our unique digital display geofencing program offers you many options to make your advertising program a success.

Then there are different options within geofencing:

  • Basic geofencing – where you are serving ads based on geography. For example, serving ads to people in a given community or within 5 miles from a particular location. For example, hospitals use this to reach prospects for their emergency rooms.
  • Addressable geofencing – when you are serving ads to people on a particular mailing list. This is great for a combination direct mail / digital mail campaign. It is also the only way to reach certain specialty markets – such as New Homeowners.
  • Competitive geofencing – think about an auto dealership looking for new business. They can serve ads to people coming out of other car dealerships.
  • Event geofencing – often used at conventions and events. This is often used to serve messages to concertgoers at a specific event by using the venue to define the location parameters. Or, if you’re exhibiting at a convention, you can use this to get more visitors to your booth


Call your rep at Dataman Group Direct at (800) 771-3282 and make your data the best it can be.