DATAMAN GROUP’S NEW PARENT LIST – How It’s Born
Dataman Group’s New Parent Database is a compiled database of the parents of newborns. Records in the database span from birth to 36 months post-natal – totaling approximately 8.0 million prospects. Defining the market after delivery is an option no one else offers.
The birth of a child brings about significant lifestyle changes and the need for a wide variety of new products and services. Families with new children are prime candidates for a full range of baby products, daycare services, home entertainment, photography, recreation, catalog offers, insurance, and much more.
Dataman Group introduced the New Parents List in 1985. It has provided marketers with exceptionally strong coverage of children’s data since its inception. We build the database from multiple sources to create a highly deliverable and stable source of prospects. By compiling data from our diverse sources, our goal is to provide our customers with information on approximately 80% or more of all new births in the United States. No other compiler provides a more reliable, comprehensive post-natal file.
Our database is updated weekly, thus adding fresh new names to the file. Using more than 50 general public and proprietary sources, such as newspapers, baby photographers, retail stores, diaper services, maternity clothing stores, and hospital gift pack programs enables us to identify approximately 3,200,000 births each year. Our goal is to source data across many different categories and multiple industries, resulting in the compilation of a heterogeneous file. Normally, 85% of the records are added within six months of the child’s birth.
To ensure the database’s accuracy and deliverability, we employ several quality control methods to maintain the accuracy of our file:
- First class test mailings are conducted.
- The majority of records are reported by more than one source.
- The quality of a source’s data is evaluated, tested and compared to established benchmarks.
- All sources are reviewed to make sure that we receive them as scheduled.
- Reports from the current week’s update are checked for duplication.
- Regular NCOALink® and Address Standardization is performed.
Dataman Group requires all of our sources to disclose that information will be shared and give families the opportunity to opt out. We apply The DMA Mail Preference file and other proprietary mail and telephone preference information to suppress the names and addresses of consumers who prefer not to receive direct marketing solicitations. While no national registry of infant deaths is available, we do receive data from many of our suppliers indicating when families have lost a child and removes these households from the database.
The New Parents Database contains multiple data selects, including:
- Geographic selections (County, SCF, State, ZIP)
- Weekly and monthly hotline names
- Dwelling type
- First birth
- Gender of child
- Estimated household income
- Home ownership
- Month/Year of birth
- Telephone number where available – this is very limited
The birth of a child, particularly the first child, triggers a wave of consumer purchases, which continues through every stage of the child’s development. The New Parent Database supplies ready access to millions of U.S. households in need of child-oriented products and services. No other life-stage data offers the cost-efficiency or selections of Dataman Group’s New Parent database.
- We provide weekly and monthly New Parents hotline records.
- We have the highest coverage available for new and expectant parents. Based on census estimates, we expect to provide information on approximately 80% or more of the annually projected U.S. births.
- Dataman Group’s New Parents Database selection criteria includes: first births, gender, median income, telephone number and more.
- We employ rigorous quality control measures to ensure we receive accurate information from our sources. Our New Parent names and addresses are highly deliverable. We regularly apply NCOALink® and Address Standardization to the database.
- We require all our sources to disclose that information will be shared and give families the opportunity to opt out. Dataman Group applies The DMA Mail Preference file and other proprietary mail and telephone preference information to suppress the names and addresses of consumers who prefer not to receive direct marketing solicitations.
- The New Parents Database includes the names of parents who have children 0-3 years old.
- New parents need a wide variety of products and services to support their new lifestyle. Using prenatal selects, marketers can reach them even before the baby arrives.
- Direct marketers reach the largest base of potential customers and increase their product presence nationally or in specific geographic areas.
- Users specifically target their primary audience and/or test various subsets of the New Parents Database to achieve best response.
- Using accurate data, marketers send the right offer to the right family at the right time.
- Mailers benefit from less waste. They save postage and achieve a greater overall return on their marketing investment when all their mail pieces are delivered.
- Users can feel confident our marketing solutions balance their interests with respect for consumer privacy. Mailing to receptive prospects improves response.
- Marketers target well-defined young family segments and find the best window of opportunity for their offer.