Marketers of the past used mass marketing to reach prospects, sending one message to everyone with no segmentation or targeting. Today, marketing practices have evolved to customized, one-to-one marketing, a more effective and personalized technique.
The goal of one-to-one marketing is to target relevant offers to each consumer. While this high level of segmentation is more challenging, organizations can improve these efforts with a consolidated customer view.
There are several ways marketers can help gain a single customer view. One way is to ensure an accurate address for each customer.
Contact data is held in every customer record and is typically universally found across databases. An address is an element that can be standardized and can help in identifying a household that may have multiple entries.
While address management has been traditionally viewed as a billing or direct mail responsibility, more analysts are starting to use it to identify duplicate records and to gain geolocation intelligence.
Before you start a one-to-one marketing strategy, you want to be sure that you have accurate information on each consumer. Otherwise, your message may not be targeted appropriately and the customer experience could be damaged.
Ensure you have one record for each customer and that it contains all of the information your organization holds on a given client. Having accurate address information is one way to identify those records and help consolidate information.