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IRCE 2012- X Verify

So many booths, so little time at the IRCE2012. One of the booths that caught my eye, but I did not get to spend much time as is a local (Chicago area) vendor called XVerify.

Logo of Xverify - real-time data verfication

Real-time data verfication from IRCE2012 show at McCormick Place, Chicago IL

As a SaaS, they will verify your data as it comes in from forms (API call, XML return) or files:

  • Email
  • Phone
  • Address
  • Name
  • IP Address
  • Score your leads

Like other solutions I talked to, pricing starts at a penny ($.01USD) per verification and goes down with quantity.  The need for solving the age old problem of GIGO (garbage in, garbage out) becomes more significant now that we can base entire campaigns and strategies based on data that may or may not be valid. Everything we can do to remove bad data from our warehouses is as important as removing the bad apples from our barrels. Our data warehouses can be corrupted by untrustworthy data just like our inventory warehouses can be corrupted by mice.

A cost effective solution that helps keep the bad data out of the warehouse in the 1st place can save us money for years to come. Imagine not mailing to a just 100 bad addresses for 5 years at 1.15 per catalog quarterly. Now imagine how your reputation will improve by not frustrating that bad address for 5 years and the other 3 people that tend to see each mailing and think your organization is inept. Imagine not calling that wrong number for years and bothering the wrong person.

But that is only looking at it from our perspective. From the users perspective, what if you can be helpful and let them know they made a mistake. Before the order is shipped to the wrong house. Before they never get the email you promised them. Before you are unable to call them back and they are waiting for your call. Before you disappoint them one more time and destroy the relationship before it ever gets started. Customers know you are tracking them. Most assume you have great skills to look into their credit card, because sites are tracking them around the Internet. If you don’t verify the simple stuff, how will they trust you with the important stuff (credit card number). Verification is coming (just as AMEX who bought Accertify), so start looking at the solutions now and planning or even start implementing.

These tools have great potential. Of course nothing is perfect, but the accuracy of your checker is key. I have not had a chance to test XVerify out yet, but I look forward to it and plan to report back when I can.

June 10, 2012 Posted by | Chicago, resources, tools | , , | Leave a comment