Reconstruct increases accuracy of e-marketing

A Celerity product story

Edited by the Marketingweek Marketplace editorial team Mar 5, 2007

Data management provider Celerity has launched a product that has been used successfully by Nectar to correct addresses from bounced emails.

Celerity, an innovator in data management, has launched Reconstruct, an email correction product to increase accuracy, precision and the cost-effectiveness of e-marketing.

The software has already been used by Nectar to correct 30% of its bounced email addresses.

Reconstruct was developed by Celerity to intelligently correct email data from known 'bad' or 'hard bounced' emails that have failed in direct marketing activity.

It uses a combination of external verification, domain syntax and 'fuzzy logic' to determine potential errors within the addresses.

As a low-cost alternative to postal campaigns, email is an increasingly popular DM channel but it does not yet have the equivalent of 'Postal Address Files' used to verify household addresses.

With this new software Celerity can check and rebuild valuable email data assets with relative ease in comparison to current market alternatives.

Working closely with Nectar's data and e-commerce team, Celerity was able to identify an effective solution to improve the integrity and clarity of email address data.

Roger Sniezek, head of e-commerce at Loyalty Management UK (LMUK), which operates the Nectar programme, said: "Data quality is extremely important to Nectar.

Having used Celerity's email correction solution, we were able to correct a large amount of our previously bounced email addresses.

Jason Lark, managing director of Celerity, said: "There is no doubt that working closely with LMUK's data and e-commerce team on this project will enhance Nectar's e-marketing campaigns.

Having proved the value of our product in our work with Nectar, we are now offering these benefits to the rest of the market.

Celerity provides a comprehensive data solution incorporating database management, gone-away management, data cleansing, campaign processing, data profiling/analytics and data capture.