Data enhancement is gaining ground as a popular product add-on to letter shops, direct mail printers, direct agencies, mailing list brokers, and specialized marketing firms working with businesses who serve direct mail advertisers.  Data enhancement involves appending elemental data (demographic, behavioral, or firmographic) to an existing database of names and addresses.  This existing database of names and addresses is typically an internal customer file provided by the business seeking further segmentation analysis.  Ideally, after database enhancement, the file can be divided into segments for more targeted mailing.

Data Enhancement Example

Let’s consider a popular multi-location bank.  The existing customer database includes infor...

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