How Businesses Can Benefit from Data Appending?

by Andrew Rayel, Guest Contributor

In every business, data plays a vital role in operating businesses. For example, banks need to keep the record of personal data of their customers for tracking the financial transactions. It is also required for the company to continuously update the data that are kept in their databases. Without maintaining customer databases data becomes outdated that can deteriorate the company performances Data appending becomes very essential with the help of which you can add updated and exact information to the company database.

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It is very important to know everything about your customer. For example, you must know about the previous purchases of the customers, or when they purchased the product, etc.  For that, you need extended market research and once you find out the updated information it is important to append the data in the company database.

What is Data Appending and its 3 forms?

Data Appending fills the gaps in your database and reverse data appending gets rid of the inaccurate and incomplete information. 
In B2B business it is very important to verify the data regularly. By this verified data you can make sure that you have accurate and updated information about your customer. For example, if a customer fills a form the customer may miss to fill his gender or job title, etc. So, once the customer fills up the form it is necessary to verify the data.

Forward appending of your customer database can make differences in your email campaigns. 

The three forms of Data Appending are:

Forward Appending
A forward appending means that you already have a name, and address and you are looking for more information such as a phone number, email, demographic, business and so on.

Reverse Data Appending
When you have your set of clients email address alone and need other details like number, full name, job profile, etc.

Reverse email append enhances your existing data files by accurately attaching names, postal addresses and phone numbers to those email addresses, giving you a wide range of new ways to reach your customer base. Improve your conversion rates, and integrate your marketing strategy across all channels with reverse appending services.

Fractional Appending
It is a combination of both forward and reverse appending. With a name and an email, you can get the postal addresses to reach out to the customer.

Why do you need data appending?
In today's business, you need the best accurate information. Data appending services, which try and match database lists against already verified lists, is an effective way to ensure the quality of your data.  

Here are the five reasons why data appending is required for B2B businesses

1. More Information
Data appending allows you to find and add name, occupation, address, email address, and phone information, and occupation. Appending services can also help you to find gender, job roles and titles, and in some instances credit scores and incomes. 
Additionally, data appending services can also help you find social media profiles like Facebook and Twitter.

2. Segmentation Improvement
With more personal and business information, marketing and sales forces are better able to sort and segment data, pinpoint customers, and improve efficiency. 

3. Clear Information
Data appending services can correct errors, and update outdated names, update ZIP codes and cleanup other errors that can invalidate a postal or email addresses. Companies that use multiple sources of contact information can strengthen the accuracy of your lists.

4. Reduce Waste
Returned mail, incorrect phone numbers, and bounced email addresses are all costly in terms of time, money or both. Data appending clears the errors that lead to unwanted mailing list management.

5. Cost-effectiveness
Data appending is inexpensive with thousands of records appended for just a few dollars. Compare that cost to the staff time it would take to identify errors, correct errors and find new information. Data appending is a cost-effective alternative.

For most businesses, data is essential to contacting, tracking, marketing and selling to customers. Thus, appending the data in the database will not solve your needs, data management is very important that will save you time by providing accurate and updated data.

Hence, Data appending is really a cost-effective service.   

Author bio:

Andrew is passionate about meeting people and interacting with them. I help businesses to stop playing around with B2B marketing and start seeing tangible ROI. Currently, I am a Market Analyst at AverickMedia, which offer innovative solutions when it comes to providing b2b email lists, data quality management services and data appending services.

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