ADVANCED DATA QUALITY DATA DICTIONARY

Transcription

1 ADVANCED DATA QUALITY DATA DICTIONARY

2 TABLE OF CONTENTS ADVANCED DATA QUALITY OVERVIEW... 3 ADDRESSMAX... 3 NCOA Link... 3 LACS LINK... 3 DPV TM... 4 DSF ADQ REFERENCE DATABASE.8 HARTE-HANKS CHANGE OF ADDRESS (HCOA)... 9 ADQ BEST ADDRESS...9 FIELD DEFINITIONS..10

3 ADVANCED DATA QUALITY OVERVIEW The Advanced Data Quality System (ADQS) is a unique Harte-Hanks one-pass system designed to increase the accuracy and integrity of your marketing database or file. The focus of this service is to verify, cleanse and enhance address data. The ADQS system has a menu of available processing choices. Once all choices are selected, the data quality components will be invoked and all processing will occur in our one-pass solution. The Advanced Data Quality components that can be chosen include USPS certified products Addressmax, 911 Address Conversion Matching Tool (LACS Link ), NCOA Link with DPV (verifies accuracy of deliverable addresses) and the DSF 2 (identifies deliverable addresses and specific address attributes) along with Harte-Hanks products, the ADQ reference database and Harte-Hanks Proprietary change of address (HCOA). ADDRESSMAX Using Harte-Hanks proprietary process AddressMAX, the number one data quality tool available on the market today, addresses are standardized, cleansed and corrected. AddressMAX combines Harte-Hanks Trillium Software System with other cleansing software. The result is a CASS TM (USPS Certification Process for the ZIP + 4 Matching Software) -processed file, ready for additional processing. The CASS TM confirmation is provided via a Form 3553 and may be used by you as evidence to the USPS that your file has been properly coded with ZIP + 4 and DPBC information. For Standard Mail TM the CASS processing expires after 90 days. For First-Class Mail the CASS processing expires after 180 days. NCOA LinkTM The purpose of the NCOA Link service is to provide address correction service that is used during database updates for mailfile preparation. This service identifies individuals, families and businesses that have moved and where available, provides the new address. When you choose NCOA Link as part of the ADQS process, your file is matched to the NCOA Link database file. If a match occurs, the record is flagged to identify the type of match, i.e. individual, family or business. It also flags records to identify foreign moves or whether a forwarding (new) address is available. When the forwarding address is available, the new standardized address is appended to this record. Along with the new address, the DPBC and carrier route are added. Strict address matching logic is required by USPS guidelines. Coupled with precise identification of the type of match (individual, family, business) ensures the accuracy of the NCOA Link move identification. For instance, we cannot identify a record on your file as a NCOA Link match if the first name is different from the NCOA Link file record and the record on the NCOA Link file indicates an individual move even if all other address information is the same. LACS Link LACS Link the USPS 911 Address Conversion Matching Tool uses matching logic, similar to NCOA Link and was developed by the USPS to provide the same degree of accuracy as NCOA Link. However LACS Link unlike NCOA Link, does not require name matching in every instance. The reason for this is the inherent difference between NCOA Link and LACS Link. NCOA Link provides information about an individual, family or business that has relocated from point A to point B. LACS Link, on the other hand, is designed to provide

4 the result of an official address conversion by local authorities when point A or B is now recognized as a different address value than it had prior to the conversion and no customer relocation has occurred. The action that typically requires a conversion process is the installation of a "911" type emergency system by local authorities. In the majority of cases the conversion activity results in a rural type address being changed to a street-type address. DPV TM DPV was developed by the USPS to help mailers validate the accuracy of an address at the physical delivery point. Mailers will be able to identify individual addresses that are deemed invalid and potentially undeliverable as addressed due to a data deficiency. During the ADQS process we use Addressmax to standardize the address records and assign postal codes, including ZIP Code TM, ZIP + 4 and carrier route codes, using data provided by the USPS. However, Addressmax is unable to validate addresses at the specific delivery point level; it can only confirm whether an address falls within the low-to high address range encoded for the named street on the ZIP + 4 master. By incorporating DPV, we are now able to determine whether that exact address exists, detailed to the level of apartment or suite information. DPV will also allow mailers to validate that the address information they have is a valid address served by the USPS. DPV utilizes what is referred to as a hash table, or binary data tables that include representations of known addresses and address attributes. The hash tables are secure data sets that will only provide a yes or no answer, (i.e. Does the USPS deliver mail to 123 Main St? ). No new information is provided from the use of the DPV data, (i.e. Who lives at 123 Main St? ). Using the DPV information effectively will enable removal of undeliverable addresses before mailing, reducing postage costs for mailers, while reducing processing and delivery costs for the USPS. DSF 2 There are two configurations of the DPV Product, the Basic DPV Product and DSF 2, Licensed Service. The Basic DPV Product is limited to identifying whether an address is considered to be a deliverable address and whether an address is identified as a Commercial Mail Receiving Agent or CMRA. Basic DPV Product data allows a user to identify the elements required to produce a quality address, such as Is this a valid apartment number? or, Is this address a CMRA location that requires a PMB (Private Mailbox) component?. DSF 2 Licensed Service contains the same data found in the Basic DPV Product along with additional address-attribute data. Address-attribute data are additional intelligence flags not directly related to the address format or content: instead they tell the mailer something more about an address. An example of address-attribute data would be, Is this address vacant? or, Is this address a residential or business delivery address? or, Is this address delivered by a curb-side mailbox or by a door-slot? The addressattribute data provides the mailer with knowledge about the address, above and beyond what is necessary to accurately format the address. Address-attribute data allows mailers to produce more targeted mailings. An example might be a mailer who wants to send out a sample box of laundry soap this mailer may only

5 want to mail to residential addresses that do not have a door-slot mailbox since the soapbox wouldn t fit through a standard door slot. ADQ - ADVANCED DATA QUALITY REFERENCE DATABASE This process focuses on improving your physical address. It enhances the address by adding missing components such as apartment number, street direction, street type and dwelling number. It corrects invalid address elements and confirms existing components. Many mailings, especially in large apartment buildings reach the incorrect address or are not delivered because of incomplete or missing address elements. This robust reference file is a national mailing and verification database that has been constructed from a number of data sources, excluding USPS. Using reliable credit header files, the most comprehensive resident and inclusive telephone file, the database can populate a national list of all addresses in the US while applying 10 years of credit header data. HCOA HARTE-HANKS CHANGE OF ADDRESS Harte-Hanks Proprietary Change of Address service (HCOA) is a resource compiled from magazine subscriptions, catalogers, and credit data. It offers a means of capturing information on over 20% of movers not completing USPS COA cards. This database contains 6 years of move history. ADQ BEST ADDRESS Harte- Hanks has provided you with what we would consider the Best Address. The original address may have been updated as a result of the standardization of the input record, a NCOA Link match, LACS Link conversion, ADQ reference database or HCOA matched address. The Harte-Hanks Best Address is obtained by using the address resulting from the last hygiene process to change the address. However, records will contain spaces (be blank) when the LACS Link,,NCOA Link or HCOA matched record was determined to have no new address available, foreign move, box closed or primary address not DSF 2 - verified. Field Definitions Change of Address Flag Y = Change of Address match made, new address provided ADQ Enhanced Flag Y = ADQ Reference Database match resulted in enhancement to input address L = LACS Link match resulted in change to input address ZIP TM change flag Y = change to ZIP occurred as a result of hygiene processing

6 ZIP + 4 change flag Y = change to ZIP + 4 occurred as a result of hygiene processing Address Type of Changed Address F - G - H - P - R - S - W - FIRM GENERAL DELIVERY HIGHRISE POB RURAL STREET HCOA Change of address record ADDRESS SCORE INDICATOR 7 = DPV Confirmed (BB) 6 = ZIP+4 Confirmed (AA) 5 = Missing/Invalid Secondary (CC, N1, R1) 4 = Invalid Primary (M1, M3, P1, P3) 3 = Missing/Invalid ZIP4 (A1) 2 = Vacant 1 = Missing/Invalid ZIP NAME AT ADDRESS SCORE INDICATOR 7 = Move with forwarding address within 1 year 6 = Move with forwarding address within 2 years 5 = Move with forwarding address within 3 years 4 = Move with forwarding address within 4 years 3 = Not confirmed 2 = COA Nixie 1 = Move, no forwarding address or foreign move Harte-Hanks Data Services is a non-exclusive Full Service Provider Licensee of the United States Postal Service. The following trademarks are owned by the United States Postal Service: NCOA Link, DPV, DSF 2, ZIP + 4, ZIP Code, ZIP, First-Class Mail, Standard Mail, CASS and USPS.