The “Address M anagement Tool” is a product that was developed with the aim of making the process of generating addresses more efficient.
Background: companies in the areas of publishing, TV broadcasting and branded products / trade are increasingly realising that knowledge about readers / viewers / consumers is crucial when it comes to designing measures to attract and maintain customers.
In the first stage it is necessary to obtain the address details of (potential) readers / viewers / consumers. You can start by running competitions with Voice or SMS participation: those taking part in the competition give their name and full address and are then asked to give their consent to the information to be used outside the competition. Data records where consent has been given are then transferred to the customer database.
The problem with generating addresses via competitions is that this can result in multiple participations. Something that may be positive from the point of view of revenue has a negative effect in terms of address registration. This is because any user who participates in several competitions also produces multiple registration costs even though the data record for that particular user is already known. The so-called repeat quota can be over 60 per cent in some cases.
This is where the “Address Management Tool” comes in. It recognises whether there is already a record for a particular participant and what participant data are available. The system therefore only registers the data or the parts of the data record that are not already available.
For you as a customer, using the tool greatly improves the efficiency of the data registration, particularly if the previous registration was not very useful due to high repeat quotas.
If you are interested in the “Address Management Tool” contact your customer service representative at arvato mobile.
