Data Sure upgrades B2B customer databases

Royal Mail has launched the Data Sure data solution, designed to help businesses deliver more relevant and targeted marketing communications and increase sales.

Data Sure allows businesses to upgrade and enhance their business-to-business (B2B) customer databases in one complete process, enabling them to better focus resources on winning business from existing customers and identifying new, like-for-like prospects.

Data Sure utilises several data products including a number from within Royal Mail's existing data portfolio, such as the Business Changes File and Postal Address File, as well as information from D and B and Experian.

Royal Mail said this combination improves and enhances a customer database quickly and cost-effectively - customers pay a single fixed fee linked to the size of their database to cover a thorough initial audit, all processing, data enhancements, market profiles and new 'best fit' records.

Royal Mail's Data Sure process consists of five key stages.

Initial audit: provides the client with a health check on the quality and completeness of their data.

Improving the data: the tracing and removal of out-of-date records to cleanse the database (includes gone-away businesses, changes of address and invalid contact information).

Enhance the data: additional attributes can be enhanced at this stage, useful for marketing communications such as decision maker name, SIC Code, size of company, turnover of company.

Profile report: provides businesses with an understanding of the geo-distribution of their customers, by SIC code, by employee size and produces a picture of their typical customers.

Extend: using the Business Universe, Royal Mail finds companies that match the criteria of the existing client database and identifies new prospects.

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