Las Vegas-based Clairvoyix, a consumer data management and direct marketing firm, has saved over $100,000 annually with Melissa Data's Data Quality Suite, a toolkit for complete contact data verification.

Published: 14 Jan 2009

Las Vegas-based Clairvoyix, a consumer data management and direct marketing firm, has saved over $100,000 annually with Melissa Data's Data Quality Suite, a toolkit for complete contact data verification.

Clairvoyix performs data hygiene and data enhancement services for clients including La Quinta Inns and Suites, one of the largest operators of limited-service hotels in the country, with over 65,000 rooms.

For La Quinta Inns and Suites, Clairvoyix manages the complete history of guest records while capturing a file of guest checkout records nightly. Data Quality Suite is a toolkit for complete contact data verification (i.e. full name, address, phone number and email address) that can reduce waste on fraudulent entries, catch data-input errors at point-of-entry or in batch, fully automate the data cleaning process, and identify gender makeup for improved target marketing.

Clairvoyix verifies, validates and standardises the checkout data at night, in a "lights out" fully automated environment that is part of their Software-as-a-Service (SaaS) marketing automation solution.

"We see anywhere from 10,000 to more than 50,000 records a night from a single client," said Mike Schmitt, CEO of Clairvoyix. "The beauty of this program is that it's basically cleaning and refreshing your database while you sleep. Everything's ready to go in the morning."

Clairvoyix also used Melissa Data's Email Append service to add deliverable email addresses to La Quinta's customer mailing database – a critical component to extending its marketing reach to customers. In June, Clairvoyix added nearly a million email records to existing La Quinta mailing addresses.

Clairvoyix uses Melissa Data's complete Data Quality Suite, a collection of four components: Address Object; Phone Object; Email Object; and Name Object to verify, correct and standardise its clients' customer data. Schmitt noted that in its first year using Melissa Data, his company saved more than $100,000 in consumer data hygiene costs.

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