Rod Ford

Multichannel marketers’ customer files change rapidly with new information being contributed on a daily basis from stores, catalogs and the Web. Even with the most strenuous efforts in place to qualify new-to-file transactions, your customer file no doubt continues to accumulate disparate and seemingly un-related transactions. These dynamic factors make it difficult to correctly identify and value each customer with traditional identity consolidation processes. Most merge/purge processes were developed more than 20 years ago and were never conceived to recognize the fluidity of movement, name change and channels in which customers interact today. Even the most advanced de-duplication processes use character-based logic and look-up tables