ABA Banking Journal
No Result
View All Result
  • Topics
    • Ag Banking
    • Commercial Lending
    • Community Banking
    • Compliance and Risk
    • Cybersecurity
    • Economy
    • Human Resources
    • Insurance
    • Legal
    • Mortgage
    • Mutual Funds
    • Payments
    • Policy
    • Retail and Marketing
    • Tax and Accounting
    • Technology
    • Wealth Management
  • Newsbytes
  • Podcasts
  • Magazine
    • Subscribe
    • Advertise
    • Magazine Archive
    • Newsletter Archive
    • Podcast Archive
    • Sponsored Content Archive
SUBSCRIBE
ABA Banking Journal
  • Topics
    • Ag Banking
    • Commercial Lending
    • Community Banking
    • Compliance and Risk
    • Cybersecurity
    • Economy
    • Human Resources
    • Insurance
    • Legal
    • Mortgage
    • Mutual Funds
    • Payments
    • Policy
    • Retail and Marketing
    • Tax and Accounting
    • Technology
    • Wealth Management
  • Newsbytes
  • Podcasts
  • Magazine
    • Subscribe
    • Advertise
    • Magazine Archive
    • Newsletter Archive
    • Podcast Archive
    • Sponsored Content Archive
No Result
View All Result
No Result
View All Result
ADVERTISEMENT
Home Retail and Marketing

Address Matching for Better Tracking

October 27, 2016
Reading Time: 2 mins read

By Cory Leiphart

Sales tracking is the critical last step in a marketing program. It’s what can help prove the success of the program (or lack thereof) and provide insights for future changes. But the tracking process can be done in a number of different ways—and not all will result in an accurate address matching.

Preparing a tracking report for a customer mailing typically allows for matches to be identified using a “household key” or customer number. However, not all banks have marketing customer information files (MCIFs) or customer relationship management tools (CRMs) that household data. So matching on these key fields isn’t always possible.

Additionally, when conducting prospect acquisition mailings, there isn’t a household key to match on. This results in the need for an address match.

What you need to know about address matching.

Unfortunately, not all addresses are perfect. For example, an address can contain punctuation variations, be abbreviated, or be mis-keyed. All of these irregularities would result in the potential for a mismatch when trying to do a one-to-one match. So frequently, they can’t be used “as is” to match.

As a result, additional tools are needed to aid with this process. There are three main variations on address matching:

  1. Household level matching – When customers are involved and a household key is provided, this key field offers a precise one-to-one match.
  2. Address only matching – Using software such as BCC’s Mail Manager 2010 Enhanced Merge/Purge, records are marked between the two files (new account file and original mail file). This software can detect slight variances in the address that might otherwise identify that it’s not a match, when it actually is.
  3. Address and name matching – With a specialized proprietary matching logic, users can leverage an algorithm to look at full name and address, last name and address, last name in a given zip+2 and last name in a given zip+4.

Both address-matching methods can start with using BCC’s Mail Manager 2010 to standardize the addresses on the new account file and original mail file. This allows for addresses to be cleansed before the matching process starts.

Using multiple matching techniques to identify account openings between a file of new accounts and an original mail file will yield the most accurate results. It’s paramount that the process identifies the greatest number accounts with the highest level of precision… after all, the success of the campaign and the trust of whoever is reviewing the results depend on it.

 

 

.
The future depends on the past.

The only way to get more money for future marketing activities is to make the most of the current marketing dollars. In other words, “the proof is in the pudding.” If those current marketing dollars are used to target effectively and meet/exceed the goals of those marketing initiatives, getting money for future endeavors becomes much easier.

Cory Leiphart is AVP, Analytics & Data Services for WordCom, Inc., located in Ellington, CT. WordCom is a direct marketing agency specializing in target marketing and data analytics.

ADVERTISEMENT
Tags: AnalyticsDirect mailSales
ShareTweetPin

Related Posts

Podcast: Old National’s Jim Ryan on the things that really matter

Podcast: Old National’s Jim Ryan on the things that really matter

ABA Banking Journal Podcast
June 12, 2025

Jim Ryan has led Old National Bank to 250% asset growth. On the podcast, the ABA American Bankers Council chair discusses the bank's growing profile and footprint, his views on deposit insurance reform and the experience of leading...

Bank community engagement: Yes, you can help bank veterans

Bank community engagement: Yes, you can help bank veterans

Retail and Marketing
June 9, 2025

AMBA partners with the ABA Foundation to recruit banks to provide our nation’s veterans access to safe, reliable and flexible financial products and services.

FHFA finalizes strategic plan for 2022-2026

Marketing Money Podcast: Why leadership matters more than likes

Retail and Marketing
June 6, 2025

For bank marketers, the value of being strategic is great.

Looking for trouble?

Podcast: What bankers need to know about ‘First Amendment audits’

ABA Banking Journal Podcast
June 5, 2025

"First Amendment auditors" have long tried to provoke public officials into stopping them from recording in public settings. Now, some auditors are targeting banks.

ABA: Proposed quality control rule for AVMs would overburden banks

Bank survey: Uncertainty weighing on prospective homebuyers

Community Banking
June 4, 2025

Roughly 60% of current homeowners and prospective homebuyers are uncertain whether now is a good time to buy a home, up from 48% two years ago, according to a recent survey by Bank of America.

Looking for trouble?

Looking for trouble?

Compliance and Risk
June 4, 2025

So-called ‘First Amendment auditors’ target bank employees with provocative filming. Here are tips on responding.

NEWSBYTES

In 90th anniversary year, Stonier graduates 182

June 12, 2025

ABA, CBA support maintaining confidentiality of CFPB nonbank risk determinations

June 12, 2025

Survey finds high customer satisfaction with banking apps

June 12, 2025

SPONSORED CONTENT

AI Compliance and Regulation: What Financial Institutions Need to Know

Unlocking Deposit Growth: How Financial Institutions Can Activate Data for Precision Cross-Sell

June 1, 2025
Choosing the Right Account Opening Platform: 10 Key Considerations for Long-Term Success

Choosing the Right Account Opening Platform: 10 Key Considerations for Long-Term Success

April 25, 2025
Outsourcing: Getting to Go/No-Go

Outsourcing: Getting to Go/No-Go

April 5, 2025
Six Payments Trends Driving the Future of Transactions

Six Payments Trends Driving the Future of Transactions

March 15, 2025

PODCASTS

Podcast: Old National’s Jim Ryan on the things that really matter

June 12, 2025

Podcast: What bankers need to know about ‘First Amendment audits’

June 5, 2025

Podcast: Accelerating banking for quick-service restaurants

May 8, 2025
ADVERTISEMENT

American Bankers Association
1333 New Hampshire Ave NW
Washington, DC 20036
1-800-BANKERS (800-226-5377)
www.aba.com
About ABA
Privacy Policy
Contact ABA

ABA Banking Journal
About ABA Banking Journal
Media Kit
Advertising
Subscribe

© 2025 American Bankers Association. All rights reserved.

No Result
View All Result
  • Topics
    • Ag Banking
    • Commercial Lending
    • Community Banking
    • Compliance and Risk
    • Cybersecurity
    • Economy
    • Human Resources
    • Insurance
    • Legal
    • Mortgage
    • Mutual Funds
    • Payments
    • Policy
    • Retail and Marketing
    • Tax and Accounting
    • Technology
    • Wealth Management
  • Newsbytes
  • Podcasts
  • Magazine
    • Subscribe
    • Advertise
    • Magazine Archive
    • Newsletter Archive
    • Podcast Archive
    • Sponsored Content Archive

© 2025 American Bankers Association. All rights reserved.