Goal: Data Validation and Data enhancement for Optimized Lead Scoring

The mandate to clean up and use in-house databases is grounded in a rock-solid objective: leverage existing customer and prospect data to drive cross-selling, up-selling and new sales.

So while a data scrub is a valid objective, a mere clean-up falls short in uncovering the potential of your database. Traditional clean-up programs simply replace dirty or missing data with fresh, accurate, enhanced data. What lead management companies usually don't do is incorporate data segmentation. Your list is now clean but you're consigned to continue an expensive shotgun approach to marketing.

With a clean list that is also segmented you're able to:

• Focus your resources on the best-performing segments.
• Implement database marketing that lets you strategically target high-priority prospects and audience aquisition.
• Reduce your marketing spend with win/loss analysis.
• Learn more about your prospects and your market through continual testing in your channel development.

I encourage clients to tap the potential of their databases. Clean them, certainly, but segment them as well and you'll reap more opportunities. For more in-depth information download How Relational Segmentation Techniques Help Achieve Higher Sales at Lower Cost.

By Dan McDade