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C.TRAC Direct
Presented by:
Gary Seitz
Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior
written approval.
Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior
written approval.
10 Tips
Before we start
• Acknowledge your bad data problem – we
all have it!
• Incomplete or missing
• Inaccurate
• Outdated
• Duplicated
• Data in incorrect fields
• Typos
• Spelling errors
• Invest in staff, not just technology
Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior
written approval.
USPS Addressing Errors
• 23% of mail contains addressing errors
• 2.5% Movers
• 6.0% Directional or Suffix errors
• 5.9% Street name or House number errors
• 4.8% Zip code or City Name
• 4.5% Secondary address invalid or missing
Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior
written approval.
USPS Top Reasons for UAA
Mail
• 76% due to Change of Address
• 9% due to Invalid & Missing Secondary and address
information
• 6% due to Vacant addresses
Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior
written approval.
# 1: Data Steward
• Appoint a Data Steward
• Use the up-coming tips
• Takes a pro-active stance
towards data collection
and data issues
• Audit the process of
capturing and
maintaining data
• Empowered to work
across departments
• Doesn’t hide the problem
in the closet
Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior
written approval.
# 1: Data Steward
• Understands
• Data formats &
constraints
• Data Capture
points
• Provide support &
training
• Name formats
• Address formats
Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior
written approval.
#2: Data Elements
• First and Last names
• Middle Initials/Names help
• No “mixed” data fields!
• No Business titles in name
• No Names in the Address
• No Company Names in the Address
• Name fields are used for postal matching
At Point of Entry!
Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior
written approval.
#2: Data Elements
• Understand addresses
• Enough space (30 to 50)
• Grid style addresses in IL, UT, WI, MN
• Fractional & alpha extensions on house #
• Puerto Rican Urbanization
• Alpha house numbers
• Single Alpha street names
• Secondary address info
• Proper Address elements
• Proper Abbreviations
• Proper Suffixes!!!
At Point of Entry!
Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior
written approval.
#2: Data Elements
Publication 28
Download a copy from the USPS
https://pe.usps.com/text/pub28/w
elcome.htm
Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior
written approval.
#2: Data Elements
• PRE-DIRECTIONALS 17 SO WATT CT
• SUFFIX ABBREVIATION 492 JACKSON BL
• MISPLACED SECONDARY 47 A CEDAR RD
• ALPHA/NUMERICS 5!7 M0SS ST
Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior
written approval.
Here’s A Hint For #3
Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior
written approval.
#3: CASS
• In-house or
Mailer/Service provider
• CASS assigns ZIP+4
codes
• City / State / Zip
• Isolates street name
using Street Suffix
• Range of house number
matches
• No Zip+4?
Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior
written approval.
Name Formats
Zip Code: 45321 Zip Code 54321-12XX
54321-1234 54321-1236
54321-1235
Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior
written approval.
#3: CASS
• DPV – Delivery Point
Validation
• Confirms each unique
house number AND
secondary addresses
• If not confirmed, Zip+4
is removed
• If confirmed, added to
Zip+4 to create
Intelligent Mail Barcode
Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior
written approval.
#3: CASS
• LACS
• Locatable Address
Correction Service –
“911 conversion”
• 12-month window
• SuiteLink (optional)
• Adds Suite # to
business office
addresses
Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior
written approval.
#3: CASS
• All CASS software creates ERROR Codes
• Invalid City, State or Zip
• Invalid House #
• House # out of range
• Missing House #
• Missing Secondary
• Use these codes to correct your database!
Come to tomorrow’s session
to learn how
Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior
written approval.
#4: Use The USPS Vacant Table
• Optional file with CASS
• Created and updated by Postal Carriers
• Vacant 90-days
• Software option or Mailer Service Providers (MSP)
Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior
written approval.
#5: Run Apartment Append
• >5% of UAA mail
related to invalid or
missing secondary
addresses
• Service providers
• Include “Apt/Suite”
in data collection
points
• A better NCOA
match
Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior
written approval.
#6: National Change of
Address (NCOA)
• File of Individual, Families and Business
that have moved in the last 18 or 48
months
• A rolling database
• TIGHT match criteria
• Required for presort
• Most mailers FAIL to
update their
database
Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior
written approval.
#6: National Change of
Address (NCOA)
• NIXIES codes
• A near match, no new address provided
• Movers new address not yet confirmed
• First class forwarded or returned
• Periodical and Market Mail
• Temp Moves
Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior
written approval.
#6: National Change of
Address (NCOA)
• Near EXACT match of Name and Address
(secondary too)
• ONLY Zip+4 records are matched
• Over 35% of movers never tell the Post Office
• Other services similar to NCOA can help
Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior
written approval.
#7: Ancillary Services
Endorsements
• Used to request new address and
instructions on handling UAA mail
• Proper placement on piece required
• Manual and automated notice options (ACS)
• Intelligent Mail Barcode (IMB) offers low cost
alternatives
Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior
written approval.
#7: Ancillary Services
Endorsements
• First class mail
• Forwarded for 12-months, and you never
know it
• After 12-months, returned as “UAA”
• Valuable or confidential info: forward or
return?
• Standard class mail
• Might be forwarded, could be returned ~
but usually waste
• And you never know it
Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior
written approval.
#7: Ancillary Services
Endorsements
JOHN DOE
10 ELM AVE
ANYTOWN OR 97654-3218
Endorsement >
Return
Address
Change
Followed by...
Service Requested
• On-piece mailing instructions
• Differing fees by class
Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior
written approval.
#7: Ancillary Services
Endorsements
ENDORSEMENT FIRST CLASS STANDARD MAIL
ADDRESS SERVICE REQUESTED
Forwarding and Return
New notice provided
Forward or Return –
No charge to Fwd
Address Correction fee
Forward or Return – No
charge to Fwd
Addr Corr or Wgt Fee
RETURN SERVICE REQUESTED
No Forwarding, only Return
New address or UAA reason
No Charge First Class Mail price
CHANGE SERVICE REQUESTED
No Forwarding or Return
New address or UAA reason
Address Correction fee Address Correction fee
FORWARDING SERVICE REQUESTED Forwarding
and Return
New address only with Return
No Charge Forward no charge
Return Weighted fee
ELECTRONIC SERVICE REQUESTED
Service type code in IMb determines
General rules. Services and prices vary by class
Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior
written approval.
#8: Address Change Service
(ACS)
• ACS is a post-mailing address correction
service that allows mailers to receive change-
of-address (COA) information and other
reasons for non-delivery electronically
• ACS is cost-effective!
• Reduce the volume of returned mail
• Reduce entry time & expense
• Choose when to receive
electronic data: daily,
weekly or monthly
Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior
written approval.
#8: Address Change Service
(ACS)
• ACS is available for use with all
classes of mail
• Combined with Ancillary Service
Endorsements
• ACS integrated within the Intelligent
Mail Barcode
• FREE with Full-Service IMb mailings
Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior
written approval.
#8: Address Change Service
(ACS)
Method ZIP+4
REQ’D
Name &
Address
Match
Carrier
Input
Temp
Moves
Multi &
Hyphen
Names
Extra
Name
Data
NCOA ● Tight ●
ACS ● Relaxed ● ● ● ●
Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior
written approval.
#9: Address Element
Correction (AEC)
• AEC provides a crucial “last resort”
approach to stubborn addresses
• USPS® service to resolve physical address
deficiencies
• Also identifies truly undeliverables
• Adds & corrects missing elements
• $25/m input
• Average correction rate of 38%
• 48-hour turnaround
3117 WWETMONT, CT => 3117 WESTMONT CT
Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior
written approval.
#9: Address Element
Correction (AEC)
• AECII expands AEC
processing
• Leverages Delivery
Force knowledge™ for
addresses that AEC
cannot correct
• $25/m submitted +
• $.32 per correction
• Resolve 85% within 60-
days
Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior
written approval.
#10: Dedupe and Merge
• Duplicate individual records waste
time, money & resources
• MSP can provide Individual merge/purge to
eliminate
• CONSOLIDATE household
records with common
“Household ID”
• Within your database
• At time of mailing
Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior
written approval.
Some Bonus Tips
Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior
written approval.
#11: Manage Returned Mail
• “When you have time”
• “Suppress them”
• Lost Connections
• Lost Opportunities
• Managing RM
• Isolate by source
• Isolate by type of return
• Tackle the New Addresses first
More tomorrow…
Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior
written approval.
#12: And A Few Others
• “Proprietary Change of Address databases
• Compiled from Magazines, utilities, co-ops
• More flexible matching
• Less accurate than NCOA
• Deceased Coding
• Based on Social Security data
• Not a complete data set – no SS?
• “Modeled” data + compiled data
Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior
written approval.
Gary A Seitz
C.TRAC Direct
Cleveland, OH
216.251.2500 x 4985
Gseitz@ctracdirect.com
For More Information:
Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior
written approval.

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Top 10 Tools and Tips For Database Management

  • 1. C.TRAC Direct Presented by: Gary Seitz Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior written approval.
  • 2. Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior written approval.
  • 3. 10 Tips Before we start • Acknowledge your bad data problem – we all have it! • Incomplete or missing • Inaccurate • Outdated • Duplicated • Data in incorrect fields • Typos • Spelling errors • Invest in staff, not just technology Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior written approval.
  • 4. USPS Addressing Errors • 23% of mail contains addressing errors • 2.5% Movers • 6.0% Directional or Suffix errors • 5.9% Street name or House number errors • 4.8% Zip code or City Name • 4.5% Secondary address invalid or missing Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior written approval.
  • 5. USPS Top Reasons for UAA Mail • 76% due to Change of Address • 9% due to Invalid & Missing Secondary and address information • 6% due to Vacant addresses Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior written approval.
  • 6. # 1: Data Steward • Appoint a Data Steward • Use the up-coming tips • Takes a pro-active stance towards data collection and data issues • Audit the process of capturing and maintaining data • Empowered to work across departments • Doesn’t hide the problem in the closet Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior written approval.
  • 7. # 1: Data Steward • Understands • Data formats & constraints • Data Capture points • Provide support & training • Name formats • Address formats Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior written approval.
  • 8. #2: Data Elements • First and Last names • Middle Initials/Names help • No “mixed” data fields! • No Business titles in name • No Names in the Address • No Company Names in the Address • Name fields are used for postal matching At Point of Entry! Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior written approval.
  • 9. #2: Data Elements • Understand addresses • Enough space (30 to 50) • Grid style addresses in IL, UT, WI, MN • Fractional & alpha extensions on house # • Puerto Rican Urbanization • Alpha house numbers • Single Alpha street names • Secondary address info • Proper Address elements • Proper Abbreviations • Proper Suffixes!!! At Point of Entry! Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior written approval.
  • 10. #2: Data Elements Publication 28 Download a copy from the USPS https://pe.usps.com/text/pub28/w elcome.htm Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior written approval.
  • 11. #2: Data Elements • PRE-DIRECTIONALS 17 SO WATT CT • SUFFIX ABBREVIATION 492 JACKSON BL • MISPLACED SECONDARY 47 A CEDAR RD • ALPHA/NUMERICS 5!7 M0SS ST Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior written approval.
  • 12. Here’s A Hint For #3 Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior written approval.
  • 13. #3: CASS • In-house or Mailer/Service provider • CASS assigns ZIP+4 codes • City / State / Zip • Isolates street name using Street Suffix • Range of house number matches • No Zip+4? Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior written approval.
  • 14. Name Formats Zip Code: 45321 Zip Code 54321-12XX 54321-1234 54321-1236 54321-1235 Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior written approval.
  • 15. #3: CASS • DPV – Delivery Point Validation • Confirms each unique house number AND secondary addresses • If not confirmed, Zip+4 is removed • If confirmed, added to Zip+4 to create Intelligent Mail Barcode Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior written approval.
  • 16. #3: CASS • LACS • Locatable Address Correction Service – “911 conversion” • 12-month window • SuiteLink (optional) • Adds Suite # to business office addresses Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior written approval.
  • 17. #3: CASS • All CASS software creates ERROR Codes • Invalid City, State or Zip • Invalid House # • House # out of range • Missing House # • Missing Secondary • Use these codes to correct your database! Come to tomorrow’s session to learn how Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior written approval.
  • 18. #4: Use The USPS Vacant Table • Optional file with CASS • Created and updated by Postal Carriers • Vacant 90-days • Software option or Mailer Service Providers (MSP) Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior written approval.
  • 19. #5: Run Apartment Append • >5% of UAA mail related to invalid or missing secondary addresses • Service providers • Include “Apt/Suite” in data collection points • A better NCOA match Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior written approval.
  • 20. #6: National Change of Address (NCOA) • File of Individual, Families and Business that have moved in the last 18 or 48 months • A rolling database • TIGHT match criteria • Required for presort • Most mailers FAIL to update their database Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior written approval.
  • 21. #6: National Change of Address (NCOA) • NIXIES codes • A near match, no new address provided • Movers new address not yet confirmed • First class forwarded or returned • Periodical and Market Mail • Temp Moves Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior written approval.
  • 22. #6: National Change of Address (NCOA) • Near EXACT match of Name and Address (secondary too) • ONLY Zip+4 records are matched • Over 35% of movers never tell the Post Office • Other services similar to NCOA can help Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior written approval.
  • 23. #7: Ancillary Services Endorsements • Used to request new address and instructions on handling UAA mail • Proper placement on piece required • Manual and automated notice options (ACS) • Intelligent Mail Barcode (IMB) offers low cost alternatives Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior written approval.
  • 24. #7: Ancillary Services Endorsements • First class mail • Forwarded for 12-months, and you never know it • After 12-months, returned as “UAA” • Valuable or confidential info: forward or return? • Standard class mail • Might be forwarded, could be returned ~ but usually waste • And you never know it Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior written approval.
  • 25. #7: Ancillary Services Endorsements JOHN DOE 10 ELM AVE ANYTOWN OR 97654-3218 Endorsement > Return Address Change Followed by... Service Requested • On-piece mailing instructions • Differing fees by class Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior written approval.
  • 26. #7: Ancillary Services Endorsements ENDORSEMENT FIRST CLASS STANDARD MAIL ADDRESS SERVICE REQUESTED Forwarding and Return New notice provided Forward or Return – No charge to Fwd Address Correction fee Forward or Return – No charge to Fwd Addr Corr or Wgt Fee RETURN SERVICE REQUESTED No Forwarding, only Return New address or UAA reason No Charge First Class Mail price CHANGE SERVICE REQUESTED No Forwarding or Return New address or UAA reason Address Correction fee Address Correction fee FORWARDING SERVICE REQUESTED Forwarding and Return New address only with Return No Charge Forward no charge Return Weighted fee ELECTRONIC SERVICE REQUESTED Service type code in IMb determines General rules. Services and prices vary by class Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior written approval.
  • 27. #8: Address Change Service (ACS) • ACS is a post-mailing address correction service that allows mailers to receive change- of-address (COA) information and other reasons for non-delivery electronically • ACS is cost-effective! • Reduce the volume of returned mail • Reduce entry time & expense • Choose when to receive electronic data: daily, weekly or monthly Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior written approval.
  • 28. #8: Address Change Service (ACS) • ACS is available for use with all classes of mail • Combined with Ancillary Service Endorsements • ACS integrated within the Intelligent Mail Barcode • FREE with Full-Service IMb mailings Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior written approval.
  • 29. #8: Address Change Service (ACS) Method ZIP+4 REQ’D Name & Address Match Carrier Input Temp Moves Multi & Hyphen Names Extra Name Data NCOA ● Tight ● ACS ● Relaxed ● ● ● ● Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior written approval.
  • 30. #9: Address Element Correction (AEC) • AEC provides a crucial “last resort” approach to stubborn addresses • USPS® service to resolve physical address deficiencies • Also identifies truly undeliverables • Adds & corrects missing elements • $25/m input • Average correction rate of 38% • 48-hour turnaround 3117 WWETMONT, CT => 3117 WESTMONT CT Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior written approval.
  • 31. #9: Address Element Correction (AEC) • AECII expands AEC processing • Leverages Delivery Force knowledge™ for addresses that AEC cannot correct • $25/m submitted + • $.32 per correction • Resolve 85% within 60- days Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior written approval.
  • 32. #10: Dedupe and Merge • Duplicate individual records waste time, money & resources • MSP can provide Individual merge/purge to eliminate • CONSOLIDATE household records with common “Household ID” • Within your database • At time of mailing Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior written approval.
  • 33. Some Bonus Tips Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior written approval.
  • 34. #11: Manage Returned Mail • “When you have time” • “Suppress them” • Lost Connections • Lost Opportunities • Managing RM • Isolate by source • Isolate by type of return • Tackle the New Addresses first More tomorrow… Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior written approval.
  • 35. #12: And A Few Others • “Proprietary Change of Address databases • Compiled from Magazines, utilities, co-ops • More flexible matching • Less accurate than NCOA • Deceased Coding • Based on Social Security data • Not a complete data set – no SS? • “Modeled” data + compiled data Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior written approval.
  • 36. Gary A Seitz C.TRAC Direct Cleveland, OH 216.251.2500 x 4985 Gseitz@ctracdirect.com For More Information: Copyright Midwest Direct. All rights reserved. No reproduction of this material is permitted without prior written approval.