The importance of database address standardisation
Database address standardisation is a fundamental process in order for this data to be functional. As we will explain below, this operation is of fundamental importance when it comes to making any type of analysis effective, generating efficient campaigns and setting strategies in any company.
What is address standardisation?
The standardisation of addresses in a database is a fundamental operation for the correct development of an infinity of actions in any company and especially in marketing campaigns. Address standardisation will apply rules and verify addresses against master files, generating clean, standardised and validated data. Among other benefits, this improved addressing will reduce both costs and delivery times.
At the same time, it allows us to comply with the Spanish Personal Data Protection Act (LOPD). This law requires the accuracy of the personal data of each person who appears in the databases.
Why is it important to standardise addresses in databases?
By having standardised and validated addresses in our database we can comply with the above requirements. At the same time, we can avoid returns in our mailings (mainly in direct marketing campaigns) as well as have better delivery times with postal intermediaries.
Enriching our database with the coordinates of each address will allow us to visualise the location of our customers, competitors, etc. on a map. At the same time, it allows us to segment them in order to be able to implement specific strategies according to the socio-demographic profile of each one. It is therefore a fundamental task to establish efficient marketing campaigns.
How is database address standardisation carried out?
The standardisation of database addresses is carried out by cross-referencing the data with the master files generated with information from official sources. The official bodies that provide this information are the National Statistics Institute (INE), the General Directorate of Cadastre, the National Geographic Institute and the Post Office.
What aspects does it include?
Among the functions included in the standardisation of address databases, we could highlight the following:
1.- Inclusion and processing of files in different formats such as text files, access, excel, etc.
2.- Correcting errors that may be corrected during the data collection process as well as those derived from the different updates. This point is especially important in order to comply with the LOPD.
3.- Updating of address data due to the most frequent factors. These may include changes to the postcode, or to the street name, etc.
4.- Location and marking of duplicated data to make them into a single piece of data.
5.- Return in digital and postal format of the assigned addresses.
Advantages of standardisation addresses in a database
We will now tell you about the advantages of standardisating addresses in a database. This is an essential service for keeping the addresses of our clients and other companies relevant to our professional activity up to date.
The first advantage of address standardisation in a database is that it offers all the necessary guarantees for the successful delivery of our marketing campaigns, avoiding errors and returned deliveries.
The standardisation of addresses in the database also has the advantage of offering verification for the data included in it. This means that we can have an updated register with all the addresses as well as the profile of the different members. A fundamental aspect to be able to carry out more efficient campaigns. Thanks to knowing the socio-demographic profile of each of its members, we will be able to adapt and make our campaigns more flexible.
The standardisation of database addresses gives us greater accessibility to them both for strategic use and for consultation. Thus, data standardisation tools become very useful for companies in general and their marketing campaigns in particular.
As a consequence of a more efficient use of the address data in our database, the delivery times of the correspondence itself are also reduced.
5.- Cost savings
Thanks to a better use of the data for all the factors we have explained, we can also save on costs arising from errors or returns in the whole process and in our marketing campaign.
Improve your customer’s experience thanks to MyDataQ
The standardisation of addresses in a database becomes an important step for our business to function optimally. DEYDE offers the MyDataQ solution to improve the quality of data that will help you to sort and enrich your information. If you want to improve your experience and that of your customers as well as make a leap in quality in your daily marketing strategies, this is the best option for you.