REVIEWER: Bill Welch, marketing systems manager for LexisNexis.
BACKGROUND: LexisNexis is the global leader in comprehensive and authoritative legal, news and business information, providing extensive online services that combine searchable access to more than 4 billion documents from thousands of sources, including the world's most respected legal publishers. For years, LexisNexis outsourced more than 2,000 mailing campaigns annually, generating more than 12 million mail pieces per year. The company wanted to reduce costs by creating a concise, up-to-date marketing database from multiple sources, including internal and third-party databases and state attorney registrations. Because of a wide range of originating applications, LexisNexis faced multiple data quality issues, including invalid addresses and duplicate names across sources. This meant that LexisNexis frequently mailed multiple pieces to the same address because there were similar records in different data sources. Bad data also led to prospect offerings going to existing customers. The company also found it challenging to target specific individuals effectively.
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