Suppression data on move

I have long fought against the notion that suppression products should solely be used as "drop" files. However, in the current economic climate, the focus has finally shifted to the retention of existing customers and the onus now lies in developing and enhancing existing customer data in order to drive relationship selling. Subsequently, we have noticed uplift in the usage of suppression products that add knowledge to existing customer data. This is most noticeable in products that relocate customers to their new addresses, which enables companies to retain relationships. This process also identifies new opportunities to sell relevant products and services to named home movers.

I expect these usage trends to continue, elevating the perception of suppression products and services as a whole and realising their true potential to add a vital insight to marketing.

Richard Anderson, Sales Director, REaD UK

Article from Data Startegy, April 2010