We receive numerous data feeds from proprietary-owned sources. Each month we perform a complete update and de-dupe process of the entire 37+ million name database. Invalid zip codes and foreign records are then dropped, and the entire database is passed through the USPS-certified Group 1 address hygiene module, which performs the following:
All data is also passed against the Direct Marketing Association’s preference files as well as Alloy’s internal opt out and suppression files to suppress names of consumers who have indicated they want to be removed from any direct mail or telemarketing solicitations. We also maintain and add new “names” monthly from a vulgar and invalid name database, which we pass against our entire database as part of our standard update process.
New records that match an existing name already in our database and deemed to be a duplicate are used to validate that name and address (as it is now a multi-sourced record), which also allows us to enhance that record with additional demographic information unique to that source (i.e., age, class year, date of birth, ethnicity, etc.). New adds are matched against Equifax’s master file monthly to enhance head of household, income, and census data.
Lastly, our entire file is matched against Equifax’s master file twice a year for the further enhancement of additional demographic and lifestyle information. This includes, but is not limited to: