Your Best Data Investment: NCOA
Regardless of whether you’re a consumer or a b-to-b cataloger, one of the smartest data purchases is National Change of Address (NCOA), because it’s one of the easiest purchases to cost-justify. Standard metrics indicate that a 3 percent hit rate pays for NCOA’s expense. (A hit rate is the percentage of address changes that result from the NCOA list-cleansing process.) Your file’s increased deliverability may boost your mailing’s revenue to cover the cost of the NCOA processing. Once you have a hit rate of more than 3 percent, you start making additional revenue that you otherwise would’ve left on the table.
- Companies:
- J. Schmid & Assoc.
A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.