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Análisis de la calidad de los datos de contacto de clientes en los 100 principales retailers online 2013
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Análisis de la calidad de los datos de contacto de clientes en los 100 principales retailers online 2013


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Este cuarto informe anual trata sobre una de las principales preocupaciones de las empresas más importantes dentro del mundo del e-Commerce y m–Commerce, la calidad de los datos que reciben de sus …

Este cuarto informe anual trata sobre una de las principales preocupaciones de las empresas más importantes dentro del mundo del e-Commerce y m–Commerce, la calidad de los datos que reciben de sus clientes. La investigación versa sobre el análisis de la calidad de los datos referentes a “dirección” y “correo electrónico” señalando la vital importancia de su calidad en un mundo en permanente evolución digital.

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  • 1. 2013 Contact Data Quality Benchmark Report:The Top 100 Online Retailers
  • 2. Research MethodologyExperian QAS conducted a researchstudy in December 2012. This studyevaluated the top 100 online retailers,as ranked by online revenue in the 2012edition of Internet Retailer’s Top 500Guide.Additionally, Experian QAS reviewedthe top 100 mobile sites, as ranked byonline revenue in the 2013 edition ofInternet Retailer’s Mobile 400 Guide.1At each e-commerce and m-commercesite, Experian QAS attempted to checkout with incorrect address and emailinformation. Test addresses includedan incorrect ZIP CodeTM, city, streetname and missing apartment number.Test emails included a missing @symbol and syntax or domain error.Retailers were assessed based onhow their websites handled theincorrect entries. All responses werebroken down by verification level.Descriptions of each category arelisted later in this report.E-Commerce FindingsAddress validation continues to be animportant component within the checkoutprocess. However, retailers are nowadding email validation functionality at afaster rate. This trend likely representsthe changing retail environment, aswell as consumer communicationpreferences.Growth in address validation atcheckout demonstrates that more andmore retailers understand the businessjustifications for front-end addressThis fourth annual benchmark report provides insight into data quality trendsas represented by the top e-commerce and m-commerce performers. In thisedition, the research compares address and email verification functionality,highlights emerging trends around m-commerce data quality practices, andpoints to the continuing importance of data quality in an evolving digital world.For more information, call 888-721-8822 or visit 1: Levels of Address Verification Usedby the Top 100 in E-CommerceBuilding Level7%ZIP Code™Level18%No ActiveVerification31%SecondaryLevel44%Figure 2: Levels of Email Verification Used bythe Top 100 in E-Commerce“@” SymbolCheck 82%No Email Validation 7%Syntax/DomainCheck 3% Deliverability Check 5%1. Data focuses on m-commerce sites within the U.S. 76 of the top 100 wereincluded in this research.
  • 3. For more information, call 888-721-8822 or visit 3: Levels of Address Verification Usedby the Top 100 in M-CommerceNo Email Validation 7%Figure 4: Levels of Email Verification Used bythe Top 100 in M-CommerceBuildingLevel3%validation. While retailers nowunderstand the ramifications of incorrectshipping and billing information, they arestill exploring the effects on marketingefforts.• 44% of the top 100 retailers usesecondary level address verification,which provides retailers with thehighest level of data confidence anddeliverability. This number representspositive growth and indicates thatretailers recognize the value ofsecondary verification and are slowlymoving toward this category ofverification.• 94% of the top 100 retailers see valuein collecting accurate email addresses,indicated by some form of front-endemail verification at checkout. Thisrepresents a significant increasein email verification functionalitycompared to last year’s report.• 8% of the top 100 retailers havenow implemented higher level emailverification standards at checkout.This number represents a new area offocus for retailers, as results from the2012 study showed that no retailerswere using higher level verificationpractices.Figures 1 and 2 (on previous page)depict the breakdown of verificationpractices among the top 100 retailers.M-Commerce FindingsWhile retailers are still evaluatingm-commerce, the U.S. consumer hasalready jumped on board. 116 millionAmericans own smartphones and 70million own tablets (eMarketer, April2012).Moreover, m-commerce performancewas set to reach $12.4 billion in 2012,according to Internet Retailer.M-commerce retailers are weary ofinvesting in data quality technologies, asnoted in Figures 3 and 4. However, byavoiding these necessary functionalities,retailers leave themselves vulnerableto the effects of poor data within thisexpanding channel.• 59% of m-commerce sites haveno active verification, whereas only31% of e-commerce sites omit thisfunctionality. In an environment wheremistyping is extremely common, thislack of validation is likely to lead tosignificant problems.• While the majority of m-commercesites offer basic @ symbol validation,no site in this study provides higherlevel email validation. This will likelylead to marketing effectiveness issuesand deliverability concerns.No ActiveVerification59%SecondaryLevel13%ZIP Code™Level 25%“@” SymbolCheck 93%
  • 4. For more information, call 888-721-8822 or visit Data Quality DrivesPerformanceCustomer data is essential to a retailer’ssuccess. It is, therefore, no surpriseto see that the top performing retailerscontinue to deploy address and emailverification tools at checkout. It is alsointeresting to point out that the retailersranked 50-100 deploy address andemail verification at a higher rate thanthe top 50 retailers.This suggests that awareness offront-end contact data validation hasgrown across retailers of all sizes.Moreover, smaller retailers may usethis functionality to gain a competitiveadvantage in the market.Address VerificationAddress verification drives onlinerevenue by increasing shipmentdeliverability rates, decreasingoperational costs, strengtheningmarketing efforts, and enhancing thecustomer experience.When shopping at a site with weakerlevels of verification, customers aremore likely to check out with anincorrect address. Orders processedwith an inaccurate address lead tomultiple inefficiencies, including deliverydelays and wasted resources if anorder needs to be reshipped. Delayedorders frustrate customers, potentiallyeven causing them to shop with anotherretailer in the future.Incorrect and incomplete customeraddress information also negativelyimpacts marketing efforts. If acustomer record contains badaddress information, that customermay never receive promotional offers,loyalty program materials, or targetedmarketing communications.Email VerificationEmail is now the preferred channel formost customer communications. Thesuccess of a retailer’s email marketingprogram depends on recipients seeingand responding to communications.However, nearly a quarter of all emailssent never make it to the recipient’sinbox (Return Path DeliverabilityBenchmark Report).Customer Success Story – How one retailer increased deliverability and revenueThis specialty retailer was experiencing high bounce rates from newly acquired email addresses, which resulted indeliverability issues, damaged reputation with ISPs, and loss of potential revenue and customer engagement.In order to combat these obstacles, the retailer implemented email validation into the POS email acquisitionprocess. The solution ensured that existing email addresses and new emails captured were valid and deliverablebefore any mail deployed.By leveraging automated email cleansing after the emails are acquired, the retailer has experienced a 9% increasein deliverable email addresses and a 15% increase in revenue from the newly deliverable email addresses. The 9%increase resulted in incremental opens, clicks, and transactions, both online and offline.The improved deliverability rate also mitigated deliverability issues and improved the retailer’s reputation withthe ISPs.
  • 5. For more information, call 888-721-8822 or visit and inbox placementare highly dependent on the sender’sreputation with Internet ServiceProviders (ISPs) and the accuracy ofthe subscriber email list. Retailers wholeverage email verification at checkoutensure data quality, which in turnreduces bounce rates and boosts thesender’s reputation with ISPs.Email validation tools help emailmarketers improve list quality bycatching and correcting syntax errors,confirming that email domains areactive, and verifying whether mailboxesexist.The ideal verification tool will also flagor suppress known complainers, honeypots, and spam traps. By removingtypos, common errors, and otherflagged addresses, these servicesensure that opt-in subscribers receivethe emails they want to receive.Higher deliverability leads to higheropen and click-through rates whichtranslate to a greater ROI for senders.Levels of Contact Data VerificationIt should be clear that address andemail verification greatly impact successfor online retailers and that the mostsuccessful retailers recognize this fact.However, not all verification is createdequally. The matrices on the right andon the next page depict the levels ofReal-Time Address VerificationVerification Level Definition ResultsZIP Code™Level VerificationThis is the lowest level of activeaddress verification. If the city,state and postal code do notmatch, the customer is promptedto correct the error.While ZIP Code™ verification usuallyallows an order to reach the carrier’slocal distribution center or post office,there is no guarantee that the order willreach the end destination.If the address contains a mistake withthe street, house/building number orapartment/suite number, the ordermay be undeliverable. Correcting anundeliverable order requires additionallabor as well as extra shipping expenses.Building LevelVerificationThe building number, street, city,state and ZIP Code™ are allchecked to ensure accuracy. Iferrors are detected, the customeris prompted to correct them.This ensures that an accurate addressis captured for each order – unlessthe address is an apartment or officebuilding.Since the address is not checked tothe apartment/suite level, the packagecould be delivered to a lobby or left ata building’s front door. In this situation,packages are vulnerable to theft or loss.Secondary LevelVerificationThe strongest level of addressverification available. This checksevery element of an address,including the apartment/suitenumber.If an error is detected, thecustomer is prompted for themissing address element orprovided with a corrected addressfor confirmation.This practice ensures that the addresson every single order is verified beforesubmission.Retailers using secondary levelverification are able to achieve thehighest operational efficiency andconsistently satisfy their customers withon-time delivery.
  • 6. For more information, call 888-721-8822 or visit data verification used in thisresearch study and the impacts theyhave on retail organizations.Customer InsightsCustomer data is critical to decisionmaking, whether that be at a boardlevel meeting, behind the scenes in amarketing review, or in front of clients instore or over the phone. Given the risein email validation and the continuedinterest in address validation, retailersappear to leverage data quality for morethan just customer communications.At a basic level, contact data validationhelps standardize data for singlecustomer view initiatives. This in turnhelps identify shopping trends andcustomer profiles for future marketing.Make the Most of Each TransactionA single customer view is anaggregated, consistent and holisticrepresentation of the data known byan organization about its customers.And while most businesses have beenconsidering this strategy and workingtoward data integration for some time,the process is ongoing.Real-Time Email VerificationVerification Level Definition Results@ Symbol Verification This is the lowest level of emailverification. In this instance,retailers create their ownalgorithm to seek out missing @symbols within email addresses.While this form of verificationensures that a retailer avoids manysimple mistyping errors, it does notcatch the majority of typing errors.In these instances, bad emailaddresses are still entered intothe database and used withinmarketing campaigns.Syntax/DomainVerificationIt is important to use a validationtool that can accept the fullrange of valid email addressesand also catch emails that onthe surface look acceptable,yet in fact will never work. Forexample, some domains havebeen registered, but emailservers have not been set.Correcting email addresses withsyntax, domain, and spellingerrors helps recover otherwiseinvalid emails and ensuresthe deliverability of futurecommunications.DeliverabilityVerificationThe most accurate way tovalidate a mailbox withoutactually sending an emailmessage is to ping themailbox. This is done bypretending to email an addresswithout actually doing so.This provides the highestconfidence in email accuracy anddeliverability. Additionally, thesesolutions may check for knowncomplainers, honey pots, andspam traps.
  • 7. For more information, call 888-721-8822 or visit may struggle to create asingle customer view for many reasons.First, many organizations house severaldatabases, such as an e-commercesite and an m-commerce site, whichcollect unique data. This siloed approachleads to duplicate database records,inconsistent data entry, and less tailoredcustomer interactions. Leverage addressand email validation to ensure dataaccuracy and data standardization. Thisconsistency helps when consolidatingdata and enables a truly single view intoyour customer database.About Experian QASExperian QAS is an address dataquality software pioneer. The company’sproducts capture, validate, cleanse,standardize, and enrich customercontact information. Experian QASprovides data validation softwareand services to more than 10,000customers worldwide in retail,education, healthcare, insurance,finance, government, and other sectors.The company was established in 1990and has offices throughout the US,Europe, and Asia Pacific. For moreinformation, visit
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