Pegasus - Business Hub || Data Appending

Data Appending & Cleansing

It may sound complicated with words like scrubbing and appending - but it is as simple as throwing away a can in the bin. We all clean our houses at regular intervals or we like to give away useless stuff lying in our garage. Isn't it? B2b data cleansing and appending is similar to that. It is all about deleting incorrect, duplicate or corrupt information and updating it with correct information which is easier to comprehend.

Whether it is you or us, every business needs more business to grow. For business to grow, you require qualified leads. For qualified leads, you need to have targeted marketing strategies. For targeted marketing strategies, you need to know your prospects. To know your prospects, you need data. To have structured data, you need a clean database.

So, it is very important that you have accurate and clean data to ensure you have maximum click through rates and qualified leads through any of your marketing strategy. Owning a huge database might not get you any of these as much as a small database with accurate information can.
All you need to do is to accept the fact that your database might be dirty or unclean with inaccuracies, typos, missing information, or outdated information.

Data Appending

Data append involves adding new information to your database. So, if your existing records are disorganized, discordant, and challenging to parse, appending data will just add to the problem. Disorganized, non-standard data doesn't provide valuable information for analysis— in fact, you'll spend more time trying to navigate the database and your business could lose money because of it. This is why before adding any new information to your database, we recommend revitalizing your data hygiene processes.
You are launching a new business in your area and decide to send personalized invites to your prospects. You have their names, but the ZIP code of their address is missing or you do not know their exact last name or you do not know whether they are the decision makers. In such a scenario, you will not be able to send them effective invites which can ensure they would come to your launch. Makes sense?
Like every medicine has an expiry date, like every software needs updates and like every food product has a shelf life - every database has limitations too. You cannot carry out an effective marketing strategy without having all the relevant data. 'Relevant' being the key word here. And hence, the database needs to be updated and appended with missing information like e-mails, addresses, phones etc. which will help you understand your customers.
The data you append depends on your marketing goals— so, for each data type, we'll discuss a case in which that type of data can be a useful addition to a company's records.

Types of Data We Append

Phone Data

Appending phone number-related data to your database is most often used to fill in gaps in your records. This comes in two forms:

Phone Append: This is the process of using directory data to append phone numbers to incomplete customer records.
Reverse Phone Append: This is the process of appending missing information, such as the customer's name and email address, to a record that contains only the phone number.

Email Data

Similar to phone data, email data is appended to your database in the case of missing or incomplete information. However, with email data, emphasis is placed on appending recent, active email addresses that have already been verified using an opt-in permission email to decrease bounce-backs after an email is sent.

Email-related data can be appended to your database in two ways:

Email Append: This is the process of appending email addresses to customer records that have incomplete contact information.

Reverse Email Append For records that contain an email address but little other information about the customer, the email address is used to discover additional information such as the individual's name and phone number.

Firmographic Data

For agencies or brands that aren’t targeting individual consumers but instead conducting business-to-business marketing, appending firmographic data is the way to go. With firmographic data append, you can supplement your records with the following information about businesses in your target market:

Industry
NAICS Code
Internal Structure
Annual Revenue
Size
Market Segment
Location
Phone Number(s)
Website Address
Email Addresses
Key Contacts