Notes on Prospect Database process Flow

• Source Files – These are all the inputs to the database. There are 2 types of files that will be input, selection and suppression files.  Selection files include house files and acquired prospect files.  Suppression files can also include house files as well as previous campaign mail files and industry/company suppression files.

• Process – This is the initial merge and data manipulation step. This stage is where you define many of your mail/no mail rules, such as how to treat duplicates.  Address cleansing and mail file optimization take place at this step.

• Output – If models have been designed, this is where the scoring process and selection takes place.  Reports such as duplication, model scoring and multi-buyers are created.

• Campaign Preparation and Analysis – Files are created and sent to the printers or for email deployment.  Performance analysis is begun and this will then all feed back into the database as an input to improve the selection of names for your next campaign.
   

Summary of Prospect Database values

• Allows modeling to take advantage of large compiles files.

• Can include rented files as well as house files

• Campaigns feed upon previous mailings – allowing for advanced contact strategies

• A Single database can accommodate multiple channels and products

• It is a learning process, data gathered from previous campaigns can affect future campaigns