 | | | | | | | | | Peachtree Data uses SAP BOBJ Data Services to clean up mailing lists
| Barney Beal, News Director
It may sound blunt, but it's hard to argue with Richard West's logic: "Dead people don't buy."
West is the president of Peachtree Data, a Duluth, Georgia-based firm that specializes in data quality, cleansing customer data lists for direct mailings. Among other tasks, Peachtree compares its clients' mailing lists against a list of recently deceased Americans - around 60 million records a month -- that is based partly on data from the Social Security Administration. When it finds a match, Peachtree culls the customer data from the list, saving clients from sending catalogs, coupons and other items to the recently departed.
On average, just 1% of customers on its clients' mailing lists are found to be deceased, but for large mailing lists with tens or hundreds of thousands of customer records, that's still significant, West said. Combined with Peachtree's address verification capabilities, which ensure that a customer's address is indeed a valid U.S. postal address, the company saves its clients an average of more than 12% on direct mailing costs per job.
Peachtree's services are built on SAP BusinessObject's Data Services, which combine the vendor's data integration capabilities with its data quality tools into a single suite. While better known for its business intelligence technologies, SAP BusinessObjects has been getting more attention lately for its other capabilities, being recently named a leader in data quality and data integration by Gartner.
Find out how Peachtree is using Data Services to load massive amounts of data
See how Gartner ranks the data quality vendors
The data quality software market continues to grow despite the recession, as tools for non-IT users gain in popularity, according to Gartner's latest Magic Quadrant report.
Browse the data quality software product directory
Learn how JetBlue is leveraging text analytics from its customer data
A flood of customer emails following an ice storm demonstrated the need for -- and the power of -- text analytics software for JetBlue.
Explore the CRM analytics topic section
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