|
Database Design & Construction
Creation and Maintenance |
Modeling and Analysis
Our database design team will work with you to understand your marketing
model and evaluate your current data in order to design a customized relational
database structure to meet your corporate requirements.
The Design phase of the project begins with a project kick-off meeting and a
series of discussions designed to document objectives and requirements for the
marketing database. After that, we will present to you the following
documentation for approval:
· Proposed logical database structure.
· Reference dictionary mapping all
input data to the logical data structure.
· Processing flowchart with
overview.
· Project schedule detailing work time line with client milestones
for approving Anchor's work.
We encourage the complete participation of our clients in this process in
order to ensure a quality solution that meets your specifications.
Logical Database Structure
Upon review of your input files and data,
we develop a logical database structure for your approval. Information is
organized into tables that are linked together and indexed for maximum
performance. The final structure is determined after an extensive review and
audit of the input files and is subject to your review and approval prior to the
actual construction of the database.
We utilize a relational data structure that allows for multiple occurrences
to be linked to a single record. For example, a site household can have multiple
contacts associated with that record. The relationship between tables can be
defined one-to-one (one site address can have one contact), one-to-many (one
site address can have many contacts) or many-to-many (many sites households can
have many contacts).
We customize a logical data structure that is designed to meet our client's
specific requirements. Any and all of the data specified by a client, including
name, address and demographics is stored in the database. The use of an indexed
relational file structure allows for maximum flexibility in updating and adding
data and provides fast response times.
Address and Standardization
The processing steps to successfully build a marketing database include the
application of a series of data standardization, normalization, and
address
hygiene processes.
In building a true customer/prospect marketing database, the challenge is to
accurately convert data from multiple input sources into a single data format.
Each input file may handle name and address data differently and needs to be
independently reformatted in preparation for the marketing database build
The use of Anchor Computer address
hygiene services such as NCOALink™, DSF2™ and LACSLink™
establishes a firm foundation for all other database build activities.
Data
Standardization and Normalization
We pride ourselves on our
ability to tackle the most complex data integrity issues found when building
marketing databases. We've developed Reformat & Validator™ software with
the capability to convert multiple file layouts to a standard or custom format.
It includes the following features:
· Convert up to 5 different input files into a single output structure in a
single pass.
· Interrogates Name and address fields (up to 6 Address lines)
to Parse Company Names, Individual Names, Professional Titles, Primary Address
and Secondary Address into standardized fields on output.
· Standardize
address-related data based on United States Postal Service® Publication 28
requirements.
· Apply gender coding to records based on an extensive first
name table.
· Conditional or unconditional replacement or insertion of
data.
· User defined frequency distributions and data validation on all input
fields.
· Extensive quality control and statistical reports.
Our Reformat & Validator™ software allow users to reformat consumer or business files,
enhance and analyze output files and prepare them for further data processing,
all on a PC platform.
Address
Hygiene
Following reformat, we can process a standardized file
against the United States Postal Service® files. NCOALink™, LACSLink™, and
DSF2™ processing will replace addresses of movers,
append deliverability coding to your records and convert rural addresses to
standard postal city style addresses. Processing with these files will greatly
improve and enhance the quality of your marketing database.
GeoCoding
We maintain third party software to append census tract, block group, latitude and
longitudinal coordinates to your marketing database at the address level. This
optional processing has proven valuable to clients that need to utilize radius
coding in their marketing efforts, research new store locations, determine
distance to retail outlets, or develop sales territories. Additional software
can also apply FIPS State and county codes if required.
Dealer Radius
Processing
Our dealer radius system
allows you to target your direct mail promotions within your retail location
market area. By entering the ZIP+4® geo-coding point, or your store's location
and the mile radius you may wish to penetrate. Our system will provide you with
all the applicable zip codes within your retail locations trading area.
Splits
As part of other processes, we can sort and split your final output. File
splits are frequently used to control different copy or price offers in a
mailing. They can also be part of the output after performing Postal Presort Processing. Charges are based on total records
passed plus a minimum per file stream
Gender Coding
Our
optional gender coding software is comprised of table look-ups that contains
thousands of entries of name variations. Our Genderization system uses two
methods to append a Gender Code. Gender is first assigned based on Prefix (i.e.,
Mr., Mrs., etc.). Second, gender is determined based on a First Name match to
our maintained tables. First Names that are not gender- specific (i.e. Chris)
are assigned an ambiguous code.
Creation and Maintenance |
Modeling and Analysis
| 
E@anchorcomputer.com
.jpg)
