HOSTING, MAINTAINING & UPDATING YOUR MARKETING DATABASE
Dovetail updates your marketing database regularly. Moreover, we leverage advanced data standardization and validation technologies to ensure that your marketing data is accurate and ready to use all of the time. We give your marketing database the ongoing attention it needs to ensure its security and alignment with your changing direct marketing objectives.

Once your marketing database is built, it needs to be properly maintained to ensure that it remains current and useful. Specifically, when hosting and maintaining a marketing database, we:

• Provide physical and electronic security
• Back up the database on a regular basis
• Archive old data from the database
• Perform integrity checks
• Provide account management and support
• Provide necessary hardware and software
• Support data access through The Dovetail^® Application
• Peform regular updates

Or, if you prefer, Dovetail can build your marketing database to be hosted at your company. We can provide whatever level of service your company requires to ensure the ongoing security and usefulness of your marketing database.

Your marketing database is constantly changing. In order for the information to be actionable, your database needs to reflect current customer activities and communications—such as recent product purchases, changes in communication preferences and address changes. Regular database updates help ensure that you have valid information for your target audience so you don’t waste valuable marketing dollars contacting those who have already bought the product you are promoting, delivering communications through unwanted channels or sending promotions to undeliverable addresses.

Using Dovetail, your marketing database will be updated on a regular basis—based on the specific timeframe you deem appropriate—to keep your data current. During each update, Dovetail runs all of your data sources through a thorough validation, standardization and correction process. This ensures that your data is both accurate and consistent.

Dovetail performs the following services when updating your marketing database:

• Marketing data integration
• Marketing data validation, standardization and correction
• Address standardization
• Merge/purge
• Record de-duplication
• Individual identification
• Housheold identification
• Residence identification
• National Change of Address (NCOA)
• Do-Not-Call (DNC) suppression
• Data enhancement/appends
• Application of propensity models