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Paradigm Direct Uses for Address Cleansing, Coding and Standardization

  • July 01 2001, 1:00am EDT
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REVIEWER: Jonathan Washburn, vice president of Paradigm Direct.

BACKGROUND: Paradigm Direct develops, executes and manages marketing and customer acquisition programs for a number of Fortune 500 companies. Paradigm offers marketing services on a contract basis, whereby they develop and launch comprehensive marketing plans that establish, enhance and build top- tier brands. They also offer performance-based marketing services, whereby fees are contingent upon delivery of qualified, revenue-producing customers. Paradigm's customers include such notable companies as AT&T Wireless, The NewPower Company, Qwest and BT CellNet. The company is headquartered in Fort Lee, New Jersey.

PLATFORMS: is a real-time service accessed via the Web.

PROBLEM SOLVED: Paradigm's call center representatives process orders on behalf of their customers and ship goods and services direct to consumers. Therefore, they needed a solution that could validate addresses provided by consumers to their call center agents. By ensuring accurate address information, Paradigm is able to facilitate accurate, on-time delivery of items fulfilled on their customers' behalf. Paradigm also sought an easy-to-integrate Web-based solution for their users so as to minimize operational costs associated with monthly software updates and maintenance issues. They selected Group 1 Software's Web service which provides a broad variety of real-time customer data quality and enrichment solutions for e-commerce and enterprise-wide applications. validates, corrects and/or formats customer address information for 220 countries and dependencies worldwide. By offering return codes in real time for any form of an unidentifiable address element, enables correct addressing, eliminating the operational costs and customer dissatisfaction associated with improper delivery. The product also provides, in real time, appended demographic and geographic information.

PRODUCT FUNCTIONALITY: has been running perfectly. Its address-matching algorithms provide for highly robust address cleaning, coding and standardization. In the future, we may utilize the appended demographic information offered by as we introduce more real- time demographic decision making in our marketing efforts.

STRENGTHS: is very easy to use. The address matching and validation components are reliable. A major strength of is its ability to deal with each address element to ensure accuracy. Items such as apartment/suite numbers and post office boxes are handled seamlessly by the solution.

WEAKNESSES: We have had some difficulty accessing features of relating to operational support such as reporting statistics and interfaces for average response times. In some instances, it has been difficult to reach product support personnel when we encountered difficulties with the service after hours.

SELECTION CRITERIA: A number of factors contributed to our selection of Group 1's real-time offering. could be easily integrated into our Web-based custom application in a matter of hours, meeting our strict time-to-market deadline. In addition, some of the customers for whom we are using had worked successfully with Group 1's solutions for some time. Those customers recommended that we consider utilizing Group 1's address verification offerings. Finally, in choosing Group 1, we were confident that we had selected the industry's leading provider of name and address verification technology.

DELIVERABLES: provides Paradigm with valid, standardized addresses.

VENDOR SUPPORT: As a member of the beta program for, there were naturally a few minor issues getting up and running. Once we got in touch with the appropriate parties at the company hosting, setup went smoothly. After going live, support has been acceptable once we reach the proper party.

DOCUMENTATION: The beta documentation was not comprehensive but was easy to understand. It would have been difficult to run relying on the beta documentation alone.

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