TABLE OF CONTENTS6 WAYS TO DISCERN GOOD DATA FROM BAD ONE: Understand What Makes Great Data: Authoritative, Real Time, Verified

TWO:Connect and match customer data

THREE:Verify the accuracy of customer data

FOUR:Keep Your Customer Data Fresh

FIVE:Link cross-channel customer data

SIX:Respect and Safeguard Your Customers’ Privacy

ACTION ITEMS:The Power of Customer Intelligence

CASE STUDY:Adelphic

Personalization is a hot topic among digital market-

ers today—and for good reason. Customers are

bombarded by far more marketing messages than

ever before across a broader breadth of channels.

Fortunately, creating a relevant, personalized dialogue be-

tween brand and customer can cut through that clutter to

drive engagement, boost sales, and increase conversions.

In fact, according to research from Conversant, 77% of mar-

keters agree that individualized messages and offers can be

more effective than mass messages and offers.

Improved response rates, repeat purchases, increased

average revenue – they’re only a handful of perks that help

make a strong business case for personalization. Yet, of the

81% of consumers that stated they receive more personal-

ized marketing messages than five years ago, a whopping

70% of them feel that attempts at personalization are super-

ficial, according to a study completed by Economist Intelli-

gence Unit.

The right data can change all that by acting as the fuel

that drives the engine of personalization.

Armed with the most complete, up-to-date, and accurate

consumer information, marketers can deliver a deeply per-

sonalized customer experience that drives revenue across

every channel. After all, marketers who are passionate about

data know that leveraging the right information will allow

them to reach the right customers with relevant, compelling

communications—and heat up customer relationships.

With so much data on offer, however, knowing which will

most effectively stoke the fires of marketing can be a chal-

lenge. There are six steps marketers should take to discern

good data from bad.

Today, ensuring that data is accurate and up-to-date isn’t

only important, it’s business critical. After all, the right data

can help digital marketers better cater to customers’ unique

buying habits and product preferences through personalized

communications—and increase sales and conversions, as a result.

“The more tailored the message to a customer or prospect,

the more likely they are to engage and have a longer and more

profitable lifecycle with the brand,” says Rob Gatto, senior vice

president of marketing services at Neustar. “Everybody wants to

be treated like they’re known.”

That reality comes with a catch, according to Gatto. “There’s

a much greater opportunity for personalization because of the

wealth of information available,” he says, adding that it’s critical

that the information be clean and accurate—and used wisely.

Imagine, for example, delivering digital coupons for diapers to a

19-year-old male without any children. “If you get it wrong, per-

sonalization can backfire,” Gatto warns.

For this reason, savvy digital marketers use authoritative data

sets to gain a comprehensive, current portrait of every customer.

What’s more, this information needs to be constantly updated for

the greatest accuracy, ensuring that marketers have the informa-

tion they need to personalize each customer dialogue, from the

moment it starts.

Consider, for example, an auto manufacturer that forwards

leads to local dealers based on manually input consumer address

data. By implementing a verification system, processing the leads

can be automated, thereby eliminating the inaccuracies of manual

data entry while boosting the number of accurate leads sent to

the correct dealers. The resulting improved follow-up can lead to

significant revenue gains for the dealers and the manufacturer.

Understand What Makes Great Data: Authoritative, Real Time, Verified

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Many marketers know what it takes to deliver

personalized communications to customers

who are interacting through such individual

channels as a call center, a mobile website, or a brick-

and-mortar location. “The real challenge now is how

to link all of those touchpoints so that if I connect

with a customer through a call center, I can also deliv-

er a consistent Web experience or brick-and-mortar

experience,” Gatto says. “Organizations do a decent

job of creating a personalized experience in any

given silo. The longer-term value and real benefits,

though, come from connecting all of those channels.”

To connect and match customer data across chan-

nels, Gatto says, digital marketers require “a key” that

will unlock the common data points that exist across

those channels. The result is a single, 360-degree

view of customers that lets marketers reach the right

people across all touchpoints. By linking consumer in-

formation and online behaviors to offline sales, mar-

keters can better determine who their customers are,

what offers might be right for them, and which chan-

nels preferred communication modes. Marketers

who then act on that data can expect higher retention

rates and a more profitable customer lifetime value.

Connect and Match Customer Data

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Even the most carefully collected consumer in-

formation is meaningless if it hasn’t been prop-

erly verified. In fact, verifying the identity and

contact information for every customer and pros-

pect—including landline and mobile numbers and

email and mailing addresses—is critical to achieving

personalized dialogue with customers.

Consider this: About 45 million people change

their phone numbers each year and another 16 mil-

lion people move. Others switch phone carriers,

change email providers, or buy new computers. Be-

cause of these ever-changing elements of a consum-

er’s identity, many marketers struggle to get messag-

es to their intended targets.

Having complete, verified consumer information

can improve marketing results dramatically. Take,

for example, a retail bank that’s looking to expand

its brick-and-mortar locations. By analyzing accurate

and up-to-date consumer data, and matching it with

consumer attributes, the financial institution can pin-

point locations with high-growth potential, as well as

identify underserved regions. Suddenly, dead-ends

are eliminated while verification processes ensure

that marketers can deliver the most relevant and fo-

cused offers to drive revenue.

But the best part is that verification can ensure

that marketers match data sets using “a privacy-com-

pliant approach,” Gatto says. As a result, marketers

can significantly mitigate the risks of violating TCPA

and Do-Not-Call regulations using technology that

verifies consumer contact information in real time.

Verify the Accuracy of Customer Data

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Creating a portrait of every customer and pros-

pect using authoritative data sets is only the first

step towards fueling a marketing engine with

accurate data. Rather, once marketers validate customer

information, they need to ensure that contact informa-

tion such as phone numbers and email addresses, as

well as other customer data sets, are always up-to-date

for the greatest value across all inbound and outbound

marketing efforts. In fact, failing to ensure currency can

result in phantom leads, non-functional contact chan-

nels, or worse, inadvertent violations of regulations like

Do-Not-Call and TCPA.

The challenge for many marketers, however, is imple-

menting a system to keep customer information accu-

rate. Publicly available information for U.S. households

has plummeted by 60% since 2000. As a result, most

marketers require access to complete and authoritative

business data from trusted sources—information that

has been verified and corroborated for accuracy by in-

dustry experts.

In addition to selecting the right third-party verifica-

tion partner, it’s important that marketers establish on-

going verification procedures across their business.

By eliminating the effort and expense of contacting

non-functioning emails, non-working phone numbers,

and non-existent addresses, these marketers can gain

efficiency and a greater return on marketing spend.

Keep Your Customer Data Fresh

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More and more marketers are creating person-

alized customer journeys that link both on-

and offline channel experiences. But reams

of data can actually obscure a marketer’s 360-de-

gree view of a customer’s experience. As a result,

marketing spend may be allocated to less-profitable

customer segments, while high-performing seg-

ments are left underserved.

To enhance visibility, savvy marketers are linking

cross-channel customer data. By integrating on- and

offline channel data and augmenting it with propri-

etary data, marketers can determine who are their

best customers, what are the most effective channels

in terms of cost and ROI to reach them, and how best

to personalized messages for specific customers. As

a result, marketers can quickly identify their most prof-

itable segments and create more relevant messages

based on real-time insight across multiple channels.

“There are lots of people who have access to

data,” says Gatto. “But there are few people who can

segment their data and drive decisions out of it in

real time. Whether it’s when a customer picks up the

phone or visits a website, the real value is in being

able to use cross-channel customer data and make

an on-the-spot decision.”

Link Cross-Channel Customer Data

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Personalization can drive revenue and increase customer satisfaction.

But marketers must walk a fine line between offering relevant content

and personalized communications and respecting consumers’ privacy

rights. “Privacy is extremely contextual, so the question of where to draw the

line is often a hard question to answer,” says Becky Burr, chief privacy officer

at Neustar. “Privacy is really an issue of control: Does consumers know what a

marketer is up to and do they have reasonable choices with respect to privacy.”

To walk this fine line safely, there are a number of key processes marketers

should embrace. For one, it’s critical that marketers adopt “Privacy by Design”

principles. Rather than a last-minute thought, Privacy by Design dictates that

personal privacy is taken into consideration throughout the entire process of

designing, building, and delivering information.

Next, marketers should identify customers accurately across platforms, but

address them in a privacy-centric manner. For example, segmenting consum-

ers by demographic and psychographic qualities can ensure accurate, anon-

ymous targeting without sacrificing individual privacy. And finally, Gatto rec-

ommends that “every marketing department have a privacy officer” in place

to enforce these policies.

Burr believes that a code of conduct also can go a long way towards ensur-

ing customers’ privacy is respected. For instance, cookies should not contain

or convey personal information about consumers. And users should have a

safe and easy way to opt out of a personalized marketing campaign.

Ultimately, “marketers want to use information in a respectful way to make

content relevant to consumers because consumers value relevant advertis-

ing,” Burr says. “The question is what are the protections around using that

data for other purposes and how do you protect against misuse.” For many

marketers, the answer is conducting a privacy risk assessment on a regular

basis to ensure continued Privacy by Design.

Respect and Safeguard Your Customers’ Privacy

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All too often the success of a marketing cam-

paign hinges on the quality of customer in-

telligence. But while it’s true that marketing

messages only work when they reach the right au-

dience, it’s important to protect customers’ privacy.

The good news is there are a number of ways mar-

keters can use data for good. These include:

1. Understand what it means to have data that is authoritative, real time, and verified

2. Connect and match customer data

3. Verify the accuracy of customer data

4. Implement a system and processes to keep customer information up to date

5. Link cross-channel customer data

6. Establish processes to ensure customers’ privacy is respected

By following these six steps, marketers can take ad-

vantage of complete, verified consumer information

to dramatically improve the results of marketing in-

bound or outbound across multiple channels.

ACTION ITEMS:The Power of Customer Intelligence

To find out more, visit www.neustar.biz/services/customer-intelligence

For a firm that specializes in connecting its clients

with mobile audiences, data accuracy is key. That’s

why Adelphic turned to Neustar.

Adelphic offers a DSP (demand side platform) de-

signed to help top brands connect with mobile audi-

ences to drive consumer behavior across the purchase

funnel. The company was working with a major satellite

service provider to help it reach its customers on mobile

devices. Unfortunately, a lack of persistent ID in mobile

makes it incredibly difficult for companies to market di-

rectly to this elusive audience. In fact, the satellite service

provider’s click-through rate was a mere 0.34 percent.

But that all changed when Adelphic blended Neustar’s

offline data on brand preferences with its client’s mobile

audience data. Adelphic was able to double the client’s

click-through rate to 0.67%.

It’s a significant accomplishment due in large part to

Neustar’s ability to verify data at the household level so

that the satellite service provider could target its com-

petitor’s customers using personalized messaging and

targeted officers.

Additionally, Adelphic was able to enhance its plat-

form by offering clients self-service forecasting and tar-

geting of Neustar data through its DSP. As a result, clients

such as the satellite service provider can build audience

segments, run their own forecasts, and apply real-time

insights to their campaigns with the confidence that the

data they’re accessing is accurate and up-to-date.

In future mobile campaigns, Adelphic plans to use

Neustar CRM data, along with closed-loop attribution.

CASE STUDY: Adelphic

Neustar, Inc. (NYSE:NSR) is

the first real-time provider

of cloud-based information

services and data analytics, en-

abling marketing and IT security

professionals to promote and pro-

tect their businesses. With a com-

mitment to privacy and neutrality,

Neustar operates complex data

registries and uses its expertise

to deliver actionable, data-driv-

en insights that help clients make

high-value business decisions in

real time, one customer interaction

at a time. More information is avail-

able at www.neustar.biz.

ABOUT NEUSTAR