How big of a problem are bad leads? According to recent figures from various sources, bad data costs American businesses over $3 trillion dollars per year, and over 10% of revenues for many of them. But many of these losses are preventable with proper data hygiene.

This article looks at some of the most frequent issues with marketing leads in your contact database, together with what kinds of automated solutions are available to address them.

Where bad leads come from

One of the most important things to understand about bad leads is that no matter how careful you are about data entry – or qualifying leads on the front end – bad leads are still a fact of life for any contact database.

Here are some of the more common problems you will encounter.

Bogus leads: For as long as lead generation has existed, there will always be people who want the goodies you offer, but don’t want to be on your marketing list – for example, window shoppers, competitors, or people who aren’t in your market. Using our comprehensive DOTS Lead Validation product, you can use both our confidence and quality score to determine which leads are viable, actionable leads.  We also have individual validation tools for specific contact record fields, like:

• mailing address
• email address
• phone number
• first and last names (detect celebrity, vulgar and garbage)

Incomplete leads: Depending on your intake process, leads may be missing critical data for subsequent marketing efforts, such as phone numbers or email addresses. Our DOTS Lead Enhancement products are designed to verify and append contacts’ USPS-certified addresses, phone numbers, email addresses and names, for your leads, and for specific telemarketing applications, DOTS Phone Append can search and append business and consumer phone numbers while identifying the line type.

Data decay: The one constant in life is change, and this is particularly true for business leads. Nearly a quarter of your leads go bad every year due to moves, job changes, new contact information, or other causes. Lead Validation not only checks the accuracy but the consistency of lead data, to help ensure accurate and up-to-date contact information.

Business versus residential: Suppose you are selling an expensive B2B solution, and your lead is a student in a dorm room who ordered your latest report for a class project and will never buy. Lead Validation can check whether a lead has a business or residential address, and weight the lead score appropriately. You can even cater your business logic to harshly grade a residential lead address, helping make better business decisions before your sales team even picks up the phone.

Duplicate leads: Someone signs up for your list as in two different places with slight variations in their address. Or they enter their address with the suite number in different places. Or they simply sign up multiple times. Our flagship DOTS Address Validation products will verify and standardize address data to make removing duplicates a snap.  This blog does a great job of describing how to use the USPS’ barcode to detect duplicates.

Potential fraud: Some leads have potential red flags that raise caution – for example, a domestic street address and an IP address from a known high-risk country, or a disposable or bot email address. Lead Validation detects each of these cases, and factors them into our assessment of lead quality.

In addition to these situations, some of the more important cases of bad leads are found by cross-referencing what may be individually good data: for instance, a name or address doesn’t match the lead’s phone record. Lead Validation checks over 130 data points as part of assessing a quantitative lead quality score between 0 and 100.

Bad leads: a solvable problem

The good news about bad leads is that you can manage this problem as a business process, with the help of a little automation. By combining good data entry and data hygiene practices with API-based tools that integrate directly with your marketing automation and CRM platforms, you can avoid many of the cost, manpower and regulatory compliance issues that spring from bad contact data.

Want to learn more? Download our free whitepaper Marketing with Bad Contact Data: A Recipe for Disaster, or contact us anytime.

Leads are the lifeblood of most businesses. And everyone knows that lead quality is important. But exactly how important?

A recent survey from research-based marketing firm Ascend2 puts some real numbers to this question. They surveyed 260 marketing influencers, mostly at the senior management level, across a broad range of B2B and B2C firms ranging from small businesses to 500+ employee operations. Their report “Strategies, Tactics and Trends for Lead Generation Quality” is literally hot off the press, with survey data gathered less than a month ago as of this writing in September 2019.

Survey says …

Here are some of the more interesting results from this survey:

Yes, lead quality does matter. 95% of respondents felt that a lead generation quality strategy was successful for them, with 35% viewing it as a best-in-class strategy.

Social media and email marketing are king. These two channels were viewed as the most effective tactics for improving lead quality by 59% and 40% of respondents, respectively, with website personalization coming in a close third at 38%.

Firms are putting their money where their mouth is. 88% of respondents plan to increase their budget for lead generation quality, with nearly 20% expecting this budget to increase significantly.

The key strategy: getting personal. Personalization of marketing efforts (60%) and improving content and content engagement (57%) were far and away the most popular strategies for improving lead quality among respondents – and also the two biggest challenges going forward. Data cleaning was also a key strategy cited by 15% of respondents, with 20% seeing this as one of their challenges.

These findings – particularly the last one – dovetail with a message we’ve been sharing for years: that lead quality is critical to marketing and CRM, and it starts with having clean, accurate leads in the first place. More importantly, lead quality is part of a larger trend in marketing: we are steadily moving away interruptive, “spray and pray” marketing, and towards building targeted personalized relationships that benefit customers.

Our take on lead quality

Our company was founded in 2001 with the idea of reducing the waste associated with unwanted and misdirected marketing contacts. Today, a similar goal has become one of the most important objectives of marketing: improving the yield and cost-effectiveness of your marketing efforts.

To us, this starts with contact data that is genuine, accurate, and up-to-date. According to figures cited by HubSpot, nearly a quarter of marketing emails never even make it to the recipient’s inbox, while nearly a quarter of your lead data degrades every year. This where the power of data quality plays an essential role.

Data quality best practices dictate that ensuring leads are correct at the time of capture and validating the accuracy before executing a marketing campaign is the most effective way to achieve ROI, assist in data privacy compliance efforts and improve customer satisfaction.

And the results are real. As the Ascend2 survey points out, lead quality has become a competitive factor that no one can afford to ignore nowadays. Thankfully, with the aid of a little automation, better lead quality is something every marketing operation can put into practice nowadays.

To find out how we can help your business ensure the quality of your leads, visit our product page and get started with a free trial key.

A little bit of summertime fun with the Bard and data quality.

“What’s in a NAPE?
That which we call a rose
By any other name would smell as sweet.”
-William Shakespeare, Romeo and Juliet

OK, Shakespeare said ‘name’ not NAPE. But the sentiment rings true for data quality. Whatever you call it, good data quality practices will make your marketing perform sweeter. For us, NAPE is a simple acronym we use to describe the four most important elements of a contact record, and where you want to make sure your contact data is accurate:

N – Name

A – Address

P – Phone

E – Email

It is pretty clear to see why, having someone’s name wrong is not a great way to start off a relationship and their address, phone and email need to be correct to ensure your messages reach them. Now, let’s look at why each of these NAPE categories is important to you, and see how our services can support them.

How Macbeth would handle your data problems

“Fair is Foul, Foul is Fair”
-William Shakespeare, Macbeth

This quote is a good metaphor for the life cycle of contact data and its quality, because good leads age over time (Fair to Foul), but our automated services can turn bad leads into good ones again, or flag them for removal (Foul to Fair).

Here are some of the ways we do this:

Name. Not every marketing lead or order you get has a legitimate name, for reasons ranging from fat-fingered data entry, sidestepping lead collection to committing fraud. Our DOTS Name Validation product flags possible fraudulent names – including William Shakespeare! – by providing individual scores for vulgarity, celebrity, bogus, garbage and dictionary names, as well as provides an overall quality score, Name Score.

Address. Bad address data can occur as a result of factors such as data entry error, fraudulent data, or the natural decay of contact data records over time. Knowing where a contact record is from is critical for global compliance issues such as the European Union’s GDPR. Our flagship Address Validation products for US, Canadian or international addresses will correct, validate and append mailing addresses from over 240 countries, to improve accuracy and increase customer satisfaction.

Phone. Contacting wrong or changed phone numbers wastes your time, annoys prospects or customers, and can lead to huge compliance fines in the wake of laws such as the recently updated Telephone Consumer Protection Act (TCPA). Our Phone Validation products can provide contact information for over 400 million US and Canadian numbers, as well as line type, porting and geocoding information for numbers around the world.

Email. Email validation improves deliverability, decreases bounce rates, helps preserve your sender reputation, and can be important for compliance issues such as the US CAN-SPAM act. Our DOTS Email Validation takes a five stage approach to validating email addresses, weeds out invalid, undeliverable, and bogus email addresses worldwide, while correcting for common domain errors.

Finally there is cross-validation between all of these items – for example, making sure your order for Stratford-On-Avon isn’t coming from an IP address in an obscure third-world country. Tools such as DOTS Lead Validation and DOTS Order Validation will check your leads or orders against more than 130 data points to return overall quality and confidence scores.

Of course, data validation tools like these have gone from being a luxury to a necessity in recent years, for reasons that include marketing cost-efficiency and yield, competitive factors, customer reputation, and regulatory compliance. If you ignore good data hygiene nowadays then alas, poor Yorick, you face consequences ranging from stiff penalties to loss of market share.

How to avoid a Shakespearean data tragedy

In The Merchant of Venice, the Bard penned, “I am not bound to please thee with my answers.” We take a very different approach. Our friendly technical staff loves to give answers to your questions and explore customized solutions with you, with no sales pressure at all. You can even test-drive our tools online, explore all of our documentation, or get a free trial key for up to 500 transactions. Contact us anytime and let us help you sleep, perchance to dream, better about your contact data.

This blog concludes a series of deep dives into our DOTS Lead Validation (US and Canada) and DOTS Lead Validation – International (Global) services.

In the first blog, we dove into the core components or building blocks of the Lead Validation service: Name, Address, Phone, Email, IP Address and Business. We described how each component works, the types of tests we perform, and how these tests fit into the overall score returned, when we verify a lead through our service.

In our second blog, we delved a bit deeper into important features and capabilities of Lead Validation outside of the core components. These include Test Types, customizations, service messaging and other important outputs. These two blogs serve as a solid overview of the Lead Validation service as a whole.

In this blog, we will explore the closely related service called Lead Validation – International, which, as its name suggests, verifies global leads. Lead Validation – International corrects, validates and cross-validates name, address, phone, email, IP and business data from around the world, while providing a quality score for each component and an overall quality score for the lead.

The Similarities

The domestic and international lead validation services are almost interchangeable and share the same basic building blocks. All six components; name, address, phone, email, IP and business data, are analyzed, and most of the same basic tests are run on them. Both of these products do in fact run off of the same validation engine, and if the lead is either from the United States or Canada, the results should be indistinguishable.

In the same vein, the input and output structures for these two products are almost identical, making mapping from one service to the next extremely easy. All of the same output fields can be expected.  Even when there are differences due to different tests being run for a different country, the results are mapped back to the same easy-to-use result. Keep in mind that Lead Validation – International is a different service, and therefore a different license key is needed, but other than that a generated “GET” URL is identical.

All of this makes upgrading from Lead Validation to Lead Validation International a breeze. Service Objects is happy to help you move your license key, and best of all, there is no price difference between the two services. The same set of Test Types can also be used on both services, and work in similar expected ways: since US and Canadian leads are treated the same way in both services, it makes sense for the Test Types to be the same. There are slight differences for other countries, but those are seamlessly rolled into the same balancing and scoring that the US and Canada get.

Likewise, custom test types and customizations work the same way between these two products. Customizations are easy, since they would primarily be built into the shared engine doing the work. We want improvements made in one service to help the other! Likewise, the messaging system is also shared and can be seen in the Notes in our Developer Guide.  As before, all of the same tests are performed, so it makes sense that both services would also return the same set of notes. There are a few added notes for the international service, but these are fairly minor.

The Differences

While these two services are very similar in many ways, there are some obvious and key differences.

The most obvious is that Lead Validation is designed to validate leads only in the US and Canada, while Lead Validation International can handle all leads globally (including handling US and Canadian leads on a level equal to the domestic service). It might seem like a no brainer to just choose Lead Validation International, however, a key difference lies in how those services treat other countries.

For example, for clients who only intend to collect or process leads from the US, it is often easier for them if we just fail a lead outright because it comes from an unsupported country. In the case of Lead Validation International, we are validating the lead as is, so if it is a good quality lead from Japan, we are going to mark it as good regardless of whether it is a good lead for the user. We do identify the country represented, so programmers can either not call the service based on country or choose to exclude the results post-validation, if it turns out to be one they do not want.

Another difference in validating global leads versus US or Canadian leads is in the quality of data. Many of the core components such as name, email and IP address are fully functional on a global level and perform all of the tests successfully. Others such as address, however, use different services for handling different countries.

We are very strong in the US and Canada, with a full suite of powerful validation features. However, while we are also strong internationally, there are specific countries and/or areas that the data just doesn’t exist for. For example, India does not have postal data for large portions of the country, making it nearly impossible to do provide accurate validation. The service uses what it is available to make the best guess possible, factoring in what we do know about the location in question and how it matches with other components provided. Likewise, with phones, contact data in the US and Canada is robust, but not always the case in other parts of the world. As with addresses, we have to be creative with matching location, other data points and looking for red flags with the number to give an indication of the likelihood that it is good.

European Union’s General Data Protection Regulation (GDPR)

This is not so much of a difference between Lead Validation and Lead Validation – International as it is a necessity of the International service. For the domestic service, Lead Validation will fail any lead that belongs to a country that falls under the GDPR. This makes sense since Lead Validation users will not be interested in correcting and validating European leads.

Lead Validation – International tracks the location of the lead as a whole as well as the individual components. Any lead or data element found to be connected to a country that falls under the GDPR will be flagged with a note “IsInGDPR”.

That said, GDPR is one of many privacy regulations that are to be enacted.  Other countries are currently working on their own privacy compliance laws and even individual states like California have plans to create their own privacy regulations.  In any of these cases, we will do our best to keep pace with them and update both Lead Validation and Lead Validation International to track and flag new privacy acts as they emerge.

Conclusion

Hopefully, this blog gives some insight into the Lead Validation – International service and how it fits into the overall Lead Validation framework. Taken together, all three blogs in this series provide a good overview of the use and value of both services. If you would like to learn more about Lead Validation – International, contact our friendly technical support team anytime!

Your marketing efforts live or die on the quality of your leads. Automated lead scoring capabilities can help figure out who is a potential purchaser for your products or services, and substantially improve the efficiency of your marketing efforts. But the term sometimes confuses people, because there is more than one kind of lead scoring. Let’s examine some of the differences.

Lead scoring versus lead scoring

If you use a marketing automation platform (MAP), it is likely to have some kind of lead scoring capabilities. Contact data quality providers, such as ourselves, also offer lead scoring – in our case, in the form of our DOTS Lead Validation and DOTS Lead Validation – International products. Similar terms, but each kind of lead scoring has a totally different meaning.

Marketing automation platforms often score leads by examining criteria such as demographics, purchase history, or so-called BANT (budget, authority, need and timeline) data: Marketo, for example, publishes a useful cheat sheet regarding lead scoring strategies. These scores may involve capturing data such as location, visiting your website, downloading a white paper, past purchases, and more.

Our lead scoring is different. We filter out potentially bad leads from your contact data, before you spend time and effort marketing to them. This is because we approach lead scoring from a data quality perspective, as opposed to predicting purchasing behavior. Here are examples of some of the bad actors we can help catch:

• Someone who signed up for your mailing list with a name of “Donald Duck” and a bogus address, so they could get a free marketing goodie
• A contact whose mailing address is in Tennessee, but whose IP address is in Tajikistan
• Leads that came from an automated bot designed to scrape information from your site
• Contact data that has gone out of date or is incomplete

So which kind of lead scoring should you use? The right answer is usually BOTH: make sure you have a database of genuine, accurate and up-to-date contacts first, and then analyze their potential value as prospects. This helps ensure you are working with clean data from people who are most ready to buy.

How we score leads

Both of our lead validation products analyze over 130 data points with your contact data, returning an overall validation score between 0 and 100. The six primary components we analyze include name, address, phone number, email address, IP address, and business data. Our Director of Engineering has written two recent blog articles taking a deeper dive into how we validate and score lead data, including this article on basic capabilities, and this article on advanced features.

A key feature for both products is the ability to set specific test types, which allow you to customize your analysis for specific use cases. This feature lets you customize which criteria are put to use in processing your contact data, such as favoring business or residential criteria, or not penalizing some data for being incomplete. For complex or custom use cases, we also offer the ability to create custom test cases employing your own business logic.

Building an integrated lead scoring strategy

Service Objects’ lead validation capabilities are designed to ensure the quality of your leads at the point of entry, using a simple numerical score that can be customized to suit your specific needs. These capabilities can be integrated directly into popular marketing automation platforms including Salesforce, Marketo, Hubspot and others using real-time API interfaces.

Want to learn more? Download our free white paper Marketing with Bad Contact Data: A Recipe for Disaster, or contact our friendly product experts to discuss your own specific needs. We’re here to help put more power and efficiency into your marketing efforts and create more ROI for your lead data.

Last month, we published a blog about DOTS Lead Validation, taking a deep dive into the services and core components that make up the building blocks of the service. This blog is designed to be a companion to that one – a Part 2 – taking a step back and looking at how those components fit together, as well as other important parts of the Lead Validation service.

Quick recap on Lead Validation’s components and scoring

In the previous blog, we focused on the core components of Lead Validation: Name, Address, Phone, Email, IP Address, and Business. Each component is analyzed independently using the tools and services previously described. The purpose of these tests is to determine how each given component looks unto itself. For example, if IP Address is being tested, we are looking at things like:

• What is the IP’s location?
• Is it a proxy?
• Is the proxy anonymously hiding the user’s information?
• Is it from a high risk country?
• Is it potentially a bot?
• Is it a mobile device?

After the components have been individually analyzed and scored, they are all cross-checked. Taking the same example of IP Address, we can look for things like this:

• Does the IP’s location seem to match the location of the phone and address?
• Are the IP and email linked?
• Can we connect the IP to a given business?

The final component’s score is based on whether it is valid and whether it matches other components. This means that a failing score for the IP Address component could be either because a major red flag about the IP itself was found, or because it was clearly not a match for the overall lead itself.

The purpose of Lead Validation is to grade leads as a whole, rather than how they are as individual components. There are a few ways to tell why the component was given a failing score, which will be described later in the “Messaging” section.

All components are given the same treatment described for IP Validation, and those component scores (each 0-100) are added together to get an overall score, which is Service Objects’ recommendation for that lead. A bit more detail on this will also be described in the “Test Types” section below.

There are over 200 tests occurring in each run of a lead in Lead Validation, each of which is set to either true or false. Lead scores rise or fall based on passing or failing tests.

Lead Validation’s Test Types

Test types are a critical part of each run through the Lead Validation service. A test type is essentially a set of instructions that tells Lead Validation how to process and score the lead. It tells the service which components to test, which tests to perform and how to weigh and score each component. Components are given influence (the percentage the component contributes to the overall score) and threshold scores for when they are considered Accept, Review or Reject.

Each test is linked to a component and has the possibility of contributing a positive score for a pass and a negative score for a fail. Not all tests have both a positive and negative possibility. For example, taking the test that compares the IP Address and the Business together, it gets a big positive score if we can match them together but does not get a negative score if we cannot. It is a very good sign if we can connect the dots between them, but is not necessarily bad because we cannot, so it does not make sense to penalize for a failed test there.

Test types exist because not all needs are the same. Test types cover most combinations of input data as well as how they should be handled. For example, one user might consistently have Name, Address, Phone but occasionally collect Email. They might want two test types, one to handle Name, Address and Phone and one to handle Name, Address, Phone and Email. In this case they do not want to harshly score a lead for not including Email since they consider it optional. Another user may collect these same fields but while they only occasionally get email, they may want the system to score users lower who do not submit it. So, they would use the test type that expects all four inputs.

There are sets of test types that tell the system to process the lead as a residential lead, penalizing when given business data. There are also sets that tell the system to strictly process the lead as a business, penalizing harshly for residential data. And there are test types that are primarily focused on businesses but allow for residential data, focusing more on success in matching than penalizing because a business lead was given a personal email. There are also test types designed to work better with students. They are a bit harder to score, but students would be potentially more mobile, meaning some of the comparisons testing should be less harsh for mismatches. New test types can easily be added to the system as well as custom test types that are tailored to a specific user’s needs. More on that next.

Customizations and custom test types

There is a wide range of test types available that fit most needs, but sometimes clients have very specific needs, and it may be best in these cases to make a custom test type. Custom test types allow us to tweak everything about the test type, from high level balancing of component influences down to specific test scoring. We analyze requests for specific rules and scoring options to determine if a current public test type is needed, or a new public test type makes sense to create, or if the request is so specific that it just makes the most sense to create a private custom test type for our client.

The types of requests we see are things like:

• I want to automatically fail the lead if any residential data shows up,
• I want to fail any lead that returns a free email (Hotmail, Yahoo, etc.),
• I want to fail any number that is a mobile phone regardless of its match to the lead.

Service Objects works with prospects and clients alike to tune and test specific test types to meet their needs.

In addition to custom test types, Lead Validation is highly customizable. When it makes sense, there is an available set of generic fields called InformationComponents that allows new outputs to be seamlessly added to the service without breaking current integrations. Clients interested in making use of available new InformationComponents can do so at their own pace. We could add something if a new data point becomes available that we cannot fit into the current output structure and is considered a good new fit for the service. Often we are also able to seamlessly add new features via Lead Validation’s Notes messaging system. More on that in the next section.

Messaging and other key data points

The latest and recommended operation of Lead Validation (ValidateLead_V3) contains a new improved messaging system that allows us to easily communicate key messages to our users. These are represented in the outputs by the following field categories: General Notes, Name Notes, Email Notes, IP Notes, Phone Notes and Address Notes.

General Notes contain information specific to the overall lead – primarily the results of various matchings between components. These notes give users a good idea of how well the components connected to each other (or didn’t). The other notes sections (Email, IP, etc.) have more detailed information on specific things we found out about the individual components (both good and bad) and give a good indication of why a high or low score was returned. A complete list of notes for all categories can be found here:

docs.serviceobjects.com/display/devguide/DOTS+Lead+Validation#DOTSLeadValidation-LeadEvaluation

Notes allow us to easily communicate important things we found out about the component. For example, going back to the IP Address component: IsPublicProxy identifies IP Addresses that have potentially been compromised and used fraudulently, IsBadSyntax identifies IP Addresses that do not follow the normal IP format, and IsHighRiskCountryIP identifies IP Addresses coming from countries known to conduct more fraudulent activities. In a soon to be released new build, IsBad and IsGood notes will be added to each component, giving a bird’s eye view of our best guess for the component. These are intended to help users determine if the components themselves are considered good or bad independently of how they fit in with the overall lead.

Other key fields that users can expect to see are:

• A standardized address based on the given address.
• The best fit phone contact we found.
• Locations for relevant components such as IP, address and phone.
• A Lead Type which uses name, email, phone and address to help determine if the given data was more likely tied to a residence, a business or a mix.
• A Lead Country that uses the various locations found by IP, address, phone and email to determine the best country fit for the lead.
• InformationComponents, which do not currently have any results but will in the future.

Conclusion

Hopefully this blog, in conjunction with the previous one, will give you a great overview to Lead Validation and what it can do. If you would like to learn more about Lead Validation, please visit our product page and developer guide.

If you have spent any time around our DOTS Lead Validation or DOTS Lead Validation International services you may have run across the input to the service, ‘TestType’. This input is arguably one of the most important inputs to the Lead Validation services, and this is your guide to understanding how to use it effectively in your Lead Validation requests.

What are test types?

Test Types help us personalize the results from the Lead Validation services to help fit the data that you want verified. The biggest reason we use test types in our services is that we want our Lead Validation service to know which data points to validate, and how to contrast and compare them against each other. The test type will specify the data points that will be analyzed and ultimately return an overall score that reflects the quality of the data points you have.

Business and Residential test types

Our test types typically analyze two different categories of lead information: Business leads and Residential leads. Business test types generally have “business” or “b” in the name. These test types will give better scores to things like business addresses and phone numbers associated with businesses. The business test types will penalize a lead if residential information is given, and conversely residential test types will penalize lead information if it is found to be associated with businesses.

Which test type should I use?

Our baseline residential test type that analyzes all sets of data is “normal1p” which tests for Name, Phone, Address, Email and IP Address. If you submit a lead to the service without one of these datapoints, then the service will penalize the lead as having missing data. Depending on your use case, this may or may not be helpful. If you are taking information on a user-entered form and want all data points provided, then this may help ensure that you get quality lead info and not just garbage information from your users.

However, if you simply don’t collect some of these data points you will likely want to look at other test types that are more suited to the data you do have present. We also have a variety of other test types that are available for use. Only collect name, address and phone? Use “n-a-p”. Want to validate everything but IP address? Use the “noip” test type when sending validation requests. Below is a table of some commonly used test types, the data points they analyze and whether they analyze business or residential information.

Custom test types

The above list is by no means a complete list of all our test types. If you don’t see a test type that meets your needs there is good news; we can create custom test types for you that best suit the data you have! We can create special rules and scoring behaviors for a test type. The best way forward for this is to schedule a call with our Applications Engineering team to go over your requirements, and we can ensure you get the validated lead information that you are looking for.

Want to learn more? Reach out to us at support@serviceobjects.com

You’ve got questions? We’ve got answers! This is the first in a series of articles exploring common user questions about our products and how they can be used in business use cases, based on what you’ve asked our sales and technical support teams. We hope you’ll find these enlightening, interesting – and even fun to read!

For our first topic, we’ve chosen an area near and dear to many of our business clients: validating credit card transactions. We’ve previously explored some of the pros and cons of various approaches for credit card validation in a recent post, and will take a deeper dive into the differences between validation and verification of credit card addresses in a future article. Here, we will explore how to handle some of the most common use cases for credit transactions.

Let’s dive in:

Q: If we use the credit card company’s Address Validation System (AVS), we get a much cheaper processing rate. But it is very strict about these addresses, and kicks back too many transactions that are actually valid – so we are losing business and customers. Help!

A: This is an extremely common issue. One reason is that AVS only compares the numerical portion of the street address, together with the ZIP code, to verify the address. If either of these numbers are off even a little bit, it will reject the address. Often this is a good thing – because it can protect you from, say, a thief using a stolen credit card to ship to a bogus address – but this can also reject legitimate customers.

A simple solution for these “false negatives” is to use our DOTS Address Validation – US service to validate the address at the time the customer enters it. This gives you the ability to inform the customer in real time about address errors, and also offer them a validated and corrected address from our CASS-certified validation engine, powered by up-to-date USPS address data.

You can either simply validate addresses that fail the AVS check, or even better, validate every incoming address to ensure correct shipping addresses and a clean contact database. Either way, this is a simple step that will help more of your transactions go through smoothly.

Q: We are suddenly getting a lot of chargebacks and fraudulent transactions. Ironically, a lot of these fraudsters are giving us credit card numbers that pass AVS. What can we do?

A: You’ve discovered the hard way that many crooks – identity thieves in particular – open fraudulent credit accounts with legitimate shipping addresses. Of course, they never pay the bill and make off with your merchandise. Chargeback or “friendly” fraud is another way people fraudulently obtain goods without paying for them.

A 2018 Gartner report outlined machine intelligence and online fraud detection (OFD) tools as being among the most promising safeguards against these kinds of fraud. Many customers use our DOTS Lead Validation service as an automated screen for the quality of potential customers, using tests involving over 130 data points that yield an overall lead quality score from 0 to 100. Tools like these can go a long way towards weeding out the bad actors before you ship your merchandise to them.

As a bonus, the detailed results provided by Lead Validation also helps you decide whether to simply reject an order or pass it along for further human verification, making it easier to save good orders that may have raised a red flag or two.

Q: We offer a subscription service or sell products on a payment plan, billed to a customer’s credit card monthly. Increasingly people have been defrauding us by signing up with a prepaid credit card with a low balance – so they get the goodies, but only the first payment gets made. How can we prevent this kind of fraud?

A: This problem is actually quite easy to solve, using our DOTS BIN Validation product. Its output contains a value called CardType that lets you detect and flag prepaid credit cards. Armed with this knowledge, you can create business logic with options like:

• Let the customer know in real time that you do not accept this type of card for this product/service
• Request another form of payment,
• Offer only a pay-in-full option for this card type, or
• Decline the order.

Q: Is there anything else we can do to prevent fraudulent credit transactions?

A: One more pro tip is to compare the customer’s shipping and billing address with the BIN Validation’s Country field, which lists the country of the credit card’s issuing bank and the country result from DOTS IP Address Validation lookup. If they are different, you can flag certain countries (e.g. those with high fraud rates) to decline the transaction immediately or ask for another form of payment.

So what are your questions?

We would love to hear from you. Of course, you can contact our product team anytime for a personal response – and if there is anything you would like to see us discuss in a future article, let us know. Thanks!

How good are your leads? DOTS Lead Validation, Service Objects’ most popular composite service, is designed to measure lead quality – helping our clients reduce fraud, increase conversions and enhance incoming leads, web orders and customer lists.

Lead with Certainty

Lead Validation blends the strengths of our Name, Address, Phone, Email and IP Address validation services to provide authoritative details and return a Certainty score from 0-100. Marketing teams can use the results to assess the quality of incoming leads in real time, sales teams can prioritize their leads based on quality, and companies, in general, can make sure their CRM and other customer databases are kept clean, accurate and as up-to-date as possible.

Lead Validation verifies leads in real time for the United States and Canada. Our DOTS Lead Validation – International service works in a very similar fashion, adding the capabilities of validating global leads to the mix while including the strength of our core services for validating leads from the US and Canada. In this blog, we are focused on the components of Lead Validation and how it helps our clients.

Our Lead Validation service contains six primary components:

• Name
• Address
• Phone
• Email
• IP address
• Business

Each of these components are discussed in greater detail below.

Name component

The name component is built on the strength of our DOTS Name Validation service to validate names, verify accuracy, parse out name components, return gender information and more. It gives you insight into the name, looking for similar names and nicknames to improve matching, and flags questionable things like names that seem to contain vulgar words, match well-known celebrities, or appear to be fabricated garbage names such as random keystrokes. Name Validation also has access to names from all over the world, giving it the ability to handle leads with names that are less common in North America.

Lead Validation compares the name to other data points such as the phone number, email and address to determine how the name connects to the rest of the lead. Red flags found, such as those listed above, factor into the scoring,  returning a quality score that indicates the reliability of the given name, both by itself and as part of the lead. Unusual or unknown names are not necessarily failed. Generally, names can be considered good, unknown or bad. However, to get the “bad” designation, we expect to see that the name fails in at least one of the red flag categories mentioned above.

Address component

The address component uses DOTS Address Validation – US, DOTS Address Validation Canada, and DOTS Address Detective to correct, standardize and validate addresses in the United States and Canada, as follows.

• Address Validation – US uses our top of the line address validation engine and the USPS dataset to validate the given address, identify it as a business or residence, and determine if it is a mailable location, among other things.
• Address Validation – Canada parses, cleanses and validates Canadian addresses in English and French.
• Address Detective uses tools to deal with extremely messy addresses, from address information all appearing on a single line to jumbled inputs such as the street address being assigned to the city or the state being assigned to the postal code. Address Detective also has access to addresses not available in the USPS dataset to help with more challenging address inputs.

Lead Validation uses the results of these services, along with comparisons against other results like phone number and IP address, to build a component score that reflects both the quality of the component and its relation to the lead as a whole. Other Lead Validation specific tests look for things like hotels, prisons, intentionally bad data, post office boxes, CMRAs and more that also influence the component score.

Phone component

The phone component uses primarily DOTS Geophone Plus to gather contact, provider and location data for up to two phone numbers. Other important pieces of information are also collected. Is the number a landline, wireless or VOIP line? Is it a residential or business number? Does it appear to be a Google or Skype number? Is it connected? Can we detect patterns in the number that might signify that it is just randomly typed in numbers?

Lead Validation compares the resulting contact and location data back to the initially given name, business name, address, email, and IP address inputs to determine any connections that can be made between data points. These influence the component score along with the basic question: does it appear to be a good number?

The additional data points collected from the phone number also provides additional insights. Did a business lead provide a residential phone number, a personal email address or was a wireless line used? Dozens of tests create a component score that reflects the quality of the given phone number and its connection to the lead. If two numbers are given, the analysis is done on both numbers and the better fit for the lead is chosen as the primary one for comparison purposes.

Email component

The email component uses our DOTS Email Validation service to perform a step by step process that attempts email correction to fix common mistakes, syntax checks to make sure the address is both syntactically valid for email and that it conforms to the rules of the given domain, a DNS check to make sure the domain exists, an SMTP check to find the presence of a valid mail server and other various integrity checks. It tests that an email server is operational and accepting mail as well as if a specific mailbox is valid. Other data points collected include; if the email seems to be bogus, vulgar, garbage, disposable, an alias, a spam trap, is associated with a bot, is a free or business email and more.

Lead Validation compares email to other data points like name, business name, IP address and phone number to see if they can be connected. That combined with whether the mailbox is good, seems to be connected to the user and considerations for any red flags found while testing the email, lead to a component score that considers how valid the email address is and its likelihood of being a part of the lead.

IP address component

The IP address component uses primarily the DOTS IP Validation service to identify if the IP address is a good one, its country of origin or more accurate location, whether or not it belongs to a known proxy and if it appears to belong to a mobile device. The service can identify harmful proxies to determine if the lead is attempting to hide their location or check if the IP address has been linked to malicious behavior. Other pieces of information are returned as well to identify the internet service provider (ISP) or link the IP address to a business.

Lead Validation will compare IP address to address, phone, email and business to determine if any positive or negative connections can be made. Lead Validation will assess any high-risk countries along with the consideration of malicious and proxy IP addresses to determine the quality of the IP component and how it fits in with the lead.

Business component

The business component is unique from the other components. While the other components work for all leads, the business component is designed to work only with leads designated as business leads. This designation is controlled by TestType (i.e. TestType=business or TestType=businessonly) as users can decide if their leads are business, residential or perhaps a bit of both. This component also does not rely on existing services to gather core data.

Lead Validation performs its own internal tests and checks against our business datasets. Data points found can be compared to business names, addresses, IP addresses, phone numbers, and emails to look for connections. Other checks look for red flags in the given business name such as vulgarities and potential bogus submissions. All of these checks combine to create a business component score that reflects its validity and how it fits in with the lead as a whole.

Conclusion

Each of the components described above return their own 0-100 certainty score and a quality recommendation (i.e. Review, Review or Reject). Generally, high scores indicate the component score itself is good, while a low one indicates that it is bad. However, each component also has scoring based on cross-comparisons built in as well. For example, a given phone number might be perfectly valid but during the cross-examination phase, we find that it seems to belong to a person not indicated by the input lead. This would likely lead the phone component to a poor score because while the number is technically a “good” number, it is not good for the lead.

Hopefully, this gives you a strong overview of our Lead Validation service, as well as provide some insight into how the components are tested and how they relate to the overall lead. If you would like to learn more about Lead Validation, please visit our product page and developer guide.

What is DOTS Lead Validation – International?

For over a year now, Service Objects has been validating leads around the world with DOTS Lead Validation – International. This service looks at six key components – name, business, email, IP address, mailing address and phone – testing, analyzing and cross-comparing each to build a certainty score of 0-100 indicating the reliability of the given data.

Lead Validation – International can be used for any type of data quality need, be it validating data in an online web form or shopping cart, cleaning up a CRM or other database, passing leads through a marketing automation platform or just running against a list. It can be integrated with any major programming language, and is compatible with all of the major CRM and automation systems.

Lead Validation or Lead Validation – International?

Lead Validation – International is the global successor to our US and Canada based service, DOTS Lead Validation. Both services generate a lead quality score using our strongest data sets and algorithms to validate and cross-compare key contact data components – name, business, email, IP address, mailing address and phone. Lead Validation – International was built from the ground up with a new interface, tests and datasets. Once this new service was up and running, we circled back and upgraded the US and Canada service to take advantage of this new interface and engine.

For the purposes of validating US and Canadian leads, Lead Validation and Lead Validation – International will return the exact same results. Choosing between the domestic or international service really comes down to your needs and the mix of international leads in your data set. Since the results for domestic leads will be the same, we generally recommend using Lead Validation – International for most lead validation where any international leads may be captured. To make it easier, the new interface is shared between both services so switching from one to the other requires only a minor update to the request URL and a new license key for the other service.

What’s new in Lead Validation – International?

The power of Lead Validation – International continues to grow as we refine our algorithms and add new international datasets. Processing international data is still one of the most challenging things we do at Service Objects, due to the logistics of getting and working with international data sources. Our latest Lead Validation – International update includes more attention to identifying questionable phone numbers, weeding out reserved phone numbers country-by-country, and looking for combinations of phone numbers that are likely to be invalid.

Additional tests have been included in the logic that cross-compares the input and component country information. These new tests allow for better resolution in validating the consistency of leads data by allowing us to check from a few new directions. Above all, the main reason for this latest update was to upgrade how we handle problematic countries.

How does Lead Validation – International deal with problematic countries?

As mentioned, the primary motivation for the recent Lead Validation – International update was to help one of our clients deal with a large uptick in potentially fraudulent leads from questionable countries, that traditionally appear at the top of generic, drop-down country lists, such as Antarctica, British Indian Ocean Territory and Aland Island. The first two have almost no population, while the latter has a small population.

Prior to this update, we considered these unsupported countries. Because it was unlikely that these leads were actually genuine, and a choice of these countries should cause them to be flagged for further scrutiny, the service would return a quick error and not charge the user for the request.

A deeper dive into example data surrounding these leads suggested that quite a lot of fraud takes place using these countries. It seems likely that many leads selecting these questionable countries are coming from automated sources, like bots. Often these leads have additional data points that do not match up well or are clearly fraudulent. Our service is well suited to identify these cases.

What’s next for Lead Validation – International?

Our engineers are constantly refining all of our services, including Lead Validation and Lead Validation – International. The current solutions are great tools and we continue to improve their processes for dealing with problematic countries or whatever the next challenge. We are constantly evaluating and adding more accurate and reliable data and while improving and refining our algorithms to detect questionable leads, businesses, and suspicious input in general.

These are just a few of the things we will continue to explore to help Lead Validation and Lead Validation – International continue to meet your needs. If you have feedback or questions regarding our Lead Validation services, get in touch with our team.

Your business is measuring how many leads you generate with your marketing efforts. You’re even scoring your leads’ likelihood to buy with a marketing automation tool or CRM. But can your marketing and sales tools tell you if your contacts are legitimate prospects? Lead validation fills the gap between marketing automation and sales efforts, creating more visibility in marketing and more efficiencies in sales.

Validating leads can help any B2B or B2C business improve their marketing and sales tactics, but it can be especially transformational for international companies. While all businesses face the issues of incomplete, incorrect, or spam form submissions, there are unique challenges to doing business in the global market. Differences in country address formats and language characters can muddy your data. What’s more, automated validation can provide a solution to international compliance issues.

What is lead validation?

According to Michael Brenner, the CEO of Marketing Insider Group, lead validation is critical to your marketing – without it, you run the risk of grossly overestimating the ROI of your marketing campaigns. We agree wholeheartedly.

Lead validation is the process of verifying and scoring the quality of the leads you generate. It’s risky to assume that each phone call to your sales team or form completion on your website indicates a strong lead. According to a recent study by marketing services firm Straight North, analyzing over 350,000 marketing inquiries, barely half of them were legitimate sales leads. Manually sorting through past inquiries could be considered a form of lead validation, but in practice it’s inefficient. Moreover, you may not recognize typos or spam entries by sight alone.

By implementing a lead validation service, you can use automation to cross-check new lead information and push your most promising leads to the top of your sales team’s to-do list. Our DOTS Lead Validation – International service supports more than 250 countries with the most accurate, current data available and integrates with leading CRM and marketing tools like Salesforce, Marketo, and Hubspot.

How does lead validation work?

Simply put, the contact input you collect from your leads is verified as real, then compared to existing data sources to correct and append the information where needed.

How does our Lead Validation – International service work? It verifies and cross-validates contact data, including a prospect’s name, address, phone, email, and IP address against hundreds of authoritative data sources. Following verification and correction, it provides an overall quality score of 0-100 for the lead itself, and a specific quality score to each data point. Your business logic determines the parameters of how the output works with your processes. Our notes even indicate if a contact is covered by the General Data Protection Regulation (GDPR), so you can be sure you’re in compliance.

Why is lead validation important?

Almost every department in your organization benefits from lead validation. Here are just a few of the ways that lead validation can directly strengthen your business practices:

• Marketing – Gain a better understanding of effective (and ineffective) marketing practices, pivot campaigns quickly, and create powerful and personal marketing automation. Scores can be connected to campaigns for a more accurate lead gen reporting.
• Sales – Spend more time and energy focusing on leads that score the highest, gain insights to leverage during sales calls, and deploy effective sales drip automation.
• Business Development – Collect clean, accurate data to make projections and plan growth.
• Compliance – Adhere to regulatory guidelines, such as GDPR.

Lead Validation – International can be deployed in four ways

• Real-time API – Check and score data at the point of entry.
• Cloud Connectors – Connect with major marketing, sales, and ecommerce platforms.
• List Processing – Batch services are available to clean up existing databases.
• Quick Lookups – Spot-check leads that come in through nontraditional channels.

The bottom line: validating your leads ensures your contact records are as genuine, accurate, and up-to-date as possible, and helps your team identify contacts that fall under data privacy regulations. If your business is spending time and money on global marketing and sales efforts, lead validation should be the next tool you add to your toolkit. Get your free API trial key and see how Lead Validation – International provides powerful insights to help your business grow.

As with many of our services, DOTS Lead Validation – International fits in our main company objective to reduce fraud, increase conversions, and enhance incoming leads, Web orders, and customer lists. One of the main purposes of this service is to allow organizations to prioritize leads based on their quality.

This service returns an overall quality value and an overall certainty score that examines all of a lead’s component inputs – such as business name, name, email, address, phone number, and IP address – and evaluates them as a whole. The certainty score is a value in the range of 0-100 that represents the overall certainty the service provided on this lead, while the overall quality value indicates whether a lead should be rejected, reviewed or accepted. Each component has several outputs that paint a picture of the component result, including each individual component’s certainty and quality.

Which brings us to the purpose for this blog: explaining the differences between the component results of Lead Validation – International and the component services themselves.

Lead Validation – International leverages other services we offer to help it make and determine a score, because there is often confusion between these two different sets of results.

Email Validation 3 versus the EV component

What Email Validation 3 does

DOTS Email Validation 3, which is used by Lead Validation – International, follows a series of steps to determine the validity and meta data about an email address. It dives deep into the input email, with high level steps that include email correction, syntax check, DNS check, SMTP check and integrity checks. Data points returned include flags to show if the mail server is operational, will accept mail for the specific box, or will accept mail to any box in that domain. Other data points include an estimate on the validity of the mailing address, warning codes with flags indicating a bogus, garbage, spam trap, disposable, known spammer or vulgar email, and many other data points.

How Lead Validation – International is different

The key difference why one service is not a replacement for the other is because Email Validation 3 only has the email to validate against. Everything Email Validation 3 finds can be determined based on the email itself. Lead Validation – International has many fields that can help make other determinations that work in concert with the email data points. For example, Lead Validation – International asks itself how the email stands up against a name input, the name of the person on the phone contact, or even the name of the company involved in the lookup. In other words, the email is evaluated and the data is returned based on how the email results stack up against the entire lead as a whole.

Lead Validation – International could steer a user down the wrong path if they are trying to use the results to determine whether they should send mail to a given email address. Lead Validation – International gives some basic indications, but it does not reveal everything that would be helpful for validation geared towards an email campaign, because it doesn’t need to – Lead Validation – International is for validating leads as a whole and not just its parts. The evaluation of the component parts does not happen in a silo.

Address Validation versus the AV component

What Address Validation – International does

What DOTS Address Validation – International does, in a nutshell, is validate international address. (I know, it’s strange, you were likely thinking it measured gravitational waves…) But seriously and more specifically, I pulled this from our developer guides since it sums it up so well, “Address Validation – International is designed to take an international address, validate it and return a standardized international version of the address. Depending on the information available for a given address, Address Validation – International can return additional information about a given address. For example, it can return Delivery Point Validation (DPV) information for US addresses”.

What Address Validation 3 does

DOTS Address Validation – US 3 is our US address validation product. The input to the service is typically a non-standardized address, and what is returned is a standardized, deliverable (where possible) address that is validated against the latest USPS data. It also returns a DPV score that lets the user know the degrees of validation of what was determined by the service: for example, a DPV score of 1 indicates a valid mailing address was returned, and a DPV score of 2 shows that the address was not found in the USPS database of valid mailing addresses. Further, a DPV score of 3 and 4 typically indicates that portions of the address were valid but with a critical piece missing for making mail delivery flawless.

There are a lot of details returned with this service, such as features that help save on shipping costs or allow for processing the fragments of an address when companies have limited space on labels, and much, much more. The service returns a lot of codes that can help you understand the changes that were made to an address during the validation as well as error codes to tell you what went wrong.

What Address Validation – Canada 2 does

DOTS Address Validation – Canada 2 is the Canadian counterpart to Address Validation 3. The goal of the service is very similar to the goal of Address Validation 3, but due to the nature of available Canadian data it does not have all of the same type of fields. For instance, it does not have DPV scores. If this service does not return an error then you are looking at a valid address. But like Address Validation 3, it does have correction codes to guide you through the changes that were made. Since Canada is bilingual Address Validation – Canada 2 allows for French and English validations based on a Language input flag.

How Lead Validation – International is different

The magnitude of the differences here is not so large when it comes to the address component. Just like EV3 and the other components, Lead Validation – International benefits by evaluating the address with other data points outside the address component values. A perfect address in Address Validation – International may not have an address certainty score of 100 in Lead Validation – International, however, because some of the other components may have not been a good match for the address. In general there may be good reasons to penalize an address or good reasons to increase its score, based on the other components. Again, the address component in Lead Validation – International is not a strict address validation.

Name Validation 2 versus the NV component

What Name Validation 2 does

Users can use DOTS Name Validation 2 to validate names, verify name accuracy, fix unordered names and return gender information, among other details. In essence it gives you insight into a name, even providing similar names to the name in question, as well as outputs such as name origin, vulgarity, celebrity, bogus and garbage name scores. These are just a few of the main results from the service.

How Lead Validation – International is different

So what is different? Most of the things mentioned in the Name Validation 2 service can be found in Lead Validation – International, however only to varying degrees. For instance, the Name Validation 2 outputs for vulgarity, celebrity, bogus, and garbage are scores, while in Lead Validation – International they are flags, which means that the Name Validation 2 product will return greater resolution when it comes to these kinds of result fields. Lead Validation – International will have less detail on the name component, but it is not designed as a name validation service, so even in this situation this component is again evaluated in context of the lead and not the name alone.

Summary

We intentionally did not go through all the components in Lead Validation – International, because the examples above all make our main point: the underlying services work in a silo, and Lead Validation – International does not. Component results from Lead Validation – International are tightly associated with each other to help people make decisions on the whole lead, rather than just the individual components of a lead.

The decision between using one or more component services versus Lead Validation – International is tightly tied to your project requirements. For example, you might use Lead Validation – International if you have a couple or more components that you want to make larger decisions upon and don’t have a heavy requirement for the underlying component to lead the way. Conversely, if you are doing email marketing and don’t have much need for the other components then Email Validation 3 is better suited, because you’ll have access to better email data points. The same can be said for the other components.

Of course, the best way to determine which combination of services is best for your project is to talk about it. Reach out to us and we’ll go over, in detail, the advantages and disadvantages in each scenario. We are always available to help you make the best decision and make your project a success.

DOTS Lead Validation – International has been available for almost a year, and we have received great feedback from our customers on how they are using it. Using this feedback, we have compiled some general best practices to help you get the most from the service and learn how it helps your business.
There are two main uses for this service, prioritizing leads and regulatory compliance.

Lead prioritization

When your business generates hundreds to thousands of leads daily, it is best to prioritize them based on their quality. One of the simplest ways to determine a lead’s value is using the two outputs from Lead Validation – International; OverallCertainty and OverallQuality. OverallCertianty is a value that comes back in the range of 0-100 and represents how likely the prospect could be contacted with the information they provided. The OverallQuality output shows whether a lead should be rejected, reviewed or accepted.

Each main component of a lead (name, address, email, phone, IP address, and business) is also scored this way. For example, the address component also has certainty and quality scores directly associated with it, AddressCertainty and AddressQuality. The purpose of these individual component values is to allow you to see how the components’ scores break down and make even more informed business decisions.

GDPR compliance

The second major use we have seen for the Lead Validation – International service is determining if any component of your lead is from a country that falls under the General Data Protection Regulation (GDPR). We have made this simple to identify by providing an output, IsInGDPR, which simply identifies that your lead is covered by the GDPR. Our customers are using this to ensure they stay in compliance with the regulation and avoid its hefty fines.

Now that we’ve outlined its main uses, let’s focus on the three most important parts of the service: Inputs, Test Types, and Outputs and how they can be used.

Inputs

The more inputs you have, the better the returns will be. The service heavily cross-references the individual inputs for each component, which means the more data points you share with the service, the better we can analyze the data.

Some organizations simply do not collect all the data points, or the data they buy doesn’t include them. For these reasons, it is very common to have an abbreviated number of inputs for the service. But Lead Validation – International goes a step further and makes adjustments along the way to help maximize results when not all data points are available. If you are missing an IP address, company name, or another data point, Test Types have you covered.

Test types

To avoid penalizing lead scores because of lack of data, TestType is a required field that works like a directive to the service, adjusting the algorithm itself to work with the data available. Using a test type is not only required, it is also just as important a consideration as the other input data. For example, attempting to validate business leads without using TestType=business will skew the results, leaving you scratching your head at the end of the day. Best practice is to match the following test type to your available inputs:

Standard test types

• normal1p/normal2p – Incorporates all the main components except the business component. The only difference between the two types is that normal2p allows for a second input phone number, where normal1p is limited to one.
• noip – Same as normal1p, but does not incorporate IP address input in the processing.
• nap – Simple but common test type that looks at name, address and phone components, a second phone number is optional.

Business test types

Designed for business-to-business leads, not having a business name in a business test type is allowed, but providing a business name returns better scores.

• business – Like normal2p, but adds the business component.
• business-noip – Like the business test type except it does not utilize the IP address component. While designed for data with a missing IP address input, this is NOT one of the more recommended operations. Having the IP address as an input for business to business leads provides strong links to connect to other data points and provides some useful flags for fraud.
• business-n-e-p – Checks name, email, and phone components.

Custom test types

Custom test types can be created for specific needs. In some instances, you may have a component that you don’t have much confidence in and want the system to be less strict in analyzing. Conversely, some organizations may have fields that are so critical that they want to scrutinize specific components over others. Most organizations fit into one of our predefined test types, but customizations are available to ensure unique business needs are met to maximize the results from our service.

Multiple test types

Some companies use multiple test types. It is less common to see multiple test types in the same process, because if a field is missing you likely want that lead to be penalized in OverallCertainty. However, you may have multiple processes fed by leads from several departments and various sources, so ideally you will match the test type to the process and available inputs.

Outputs

Lastly, you will want to pay attention to the OverallCertainty and OverallQuality fields when prioritizing your results. It all comes down to the higher the certainty, the better the lead. There are several factors to consider when thinking about prioritization. For instance, cost of leads, sales team bandwidth, or automated CRM lead scoring could all affect priority outside of validation. Your organization will make these considerations before making any final decisions.

The Notes field is helpful for tying everything together, and will help you understand how the return was generated. The service will output general notes about the validation such as IsNamePhoneMatch or IsPhoneAddressMatch, but also creates Notes about each individual component like IsBadStreet for address or IsPublicProxy for IP Address. Each component that can associate itself to a country can impact the output, IsInGDPR, indicating if the lead or a component of the lead falls under GDPR.

In closing, it is worth reiterating that the quality of the results from Lead Validation – International are predicated on the number of inputs and using the correct test types. This service helps you prioritize your leads, identify the weak and the strong points in your data, and stay in compliance when it comes to GDPR. If you’re working with international leads, reach out to our team to learn more about how our validation service can help your business.

Late in 2017, Service Objects released a new service, DOTS Lead Validation International, which is helping companies validate their residential and business leads from around the world. Lead Validation International is built on our core foundation of data validation tools and uses the best of ten of Service Objects strongest contact record validation services, providing the unparalleled ability to validate and correct leads from around the globe.  Below is a list of some of the services that Lead Validation International relies on:

DOTS services used with Lead Validation International

6 Key Components of Lead Validation

Our Lead Validation International service looks at six key components: name, business, email, IP Address, mailing address and phone, performing hundreds of tests to validate the authenticity of each of these individual components, as well as, their connection with each other. A built-in scoring system provides quality scores for each of the individual components and provides a weighted overall quality of the lead based on the results from the components. In addition, a verbose notation system provides insight into how the individual scores were achieved, highlighting interesting data points both good and bad for each component.

Recently, we introduced a set of fields called InformationComponents, which allows for the seamless addition of new content and provides flexibility for our team to work with clients on custom solutions without interrupting the service for other clients. Another example of our continued commitment to improve and evolve our Lead Validation International service is helping our customers evaluate their risk with regards to the European Union’s General Data Protection Regulation (GDPR).

Meeting the GDPR Needs of our Customers

Using Lead Validation International, customers can identify potential risks with regards to the new GDPR, which went into effect in most European Union (EU) countries on May 25th, 2018. These new regulations, designed to protect the personal data of users within the EU, put a great burden on companies and require them to know if their leads are physically located in the EU, as well as, making sure the contact record data is authentic and up-to-date as possible.

So how does Lead Validation International help? In addition to the primary goal of determining the authenticity of a lead and its data points, Lead Validation International is now using geolocation to help identify the physical location of a lead and the various regulatory laws and restrictions that impact that location. The potential for GDPR risk is determined by examining the individual components; Address, IP Address and Phone number of each lead, as well as the overall lead, and determining if the lead resides in a country that observes the GDPR. If a component is found to be associated with the GDPR group, it is given a note: “IsInGDPR”. From here, an analysis of all components is automatically performed to determine if an additional note of “IsInGDPR” should be assigned to the overall notes of the lead.

Companies can use these data points to help assess their risks with any given lead. As of today, Lead Validation International only tracks GDPR risk. However, as new privacy laws and regulations come out, this feature of Lead Validation International will be extended to take these new laws into account and address the needs of our customers.

Check out the power of DOTS Lead Validation International!

DOTS Lead Validation International is easily our most robust and valuable service. This service improves the quality of your leads by correcting or eliminating unreliable contact record data while providing you with an overall quality score, so you can make informed business decisions. This service cross-references prospects’ name, address, phone, email, and IP address to ensure the lead information is genuine, accurate and up-to-date.

The quality of each of these data points is analyzed and scored separately and also combined to provide a weighted composite score for the overall lead quality and certainty. These individual and composite scores are included in the fifty-plus outputs the service provides, allowing you to tailor business logic to meet your needs.

Lead Validation International can be used like our other services; as a real-time API, as a cloud connector for major CRMs and marketing automation platforms, or as an FTP service. If none of these work for you, you can send us your list and we will validate and correct the leads for you.

Customizing Lead Validation International to Meet Your Needs

Even if you are missing some of the contact record data points (e.g., email, phone, address, name, or IP) that the service uses to validate leads, our service can be customized to use the data you do have, correct any issues with it and provide certainty scores. To customize our service to work with your available data, we suggest using the variable, TestType. There are a number different test types that address common variations of available data points and the needs of our clients. These test types can be further configured to meet the specific needs of your application and business. If you are not sure about what test type you should use, please don’t hesitate to reach out, we will gladly help with best recommendations. We are committed to making sure you receive the full benefit and power of our Lead Validation International service, and if none of the available test types meet your needs, we are happy to create custom ones that will.

Interpreting API Responses

Interpreting the response from our API is an important first step in determining the best ways to use the service and how the resulting validated data can benefit your business. There are only three “required” inputs to Lead Validation International: Country, TestType, and LicenseKey. If all three of these inputs are provided, Lead Validation International will attempt to process all the lead information that is present. If the required inputs are not provided, here are some of the errors you might encounter:

1. Error Code 1 – Authorization Codes

These errors indicate there is something wrong with the license key and we recommend that you double check you are using the correct key. One of the most common causes for this type of error is using a test key in a live environment (or vice-versa). Fortunately, this type of error is simple to detect and correct. In the test environment, the request URL should start with “https://trial.serviceobjects…” and be used with the test key sent to you. Production keys and URLs are different and issued only to customers. For other errors, please do not hesitate to reach out to us to help troubleshoot.

2. Error Code 2 – User Input 

Something is wrong with the inputs. Either necessary fields were left blank, or the inputs entered are too long.

3. Error Code 3 – Fatal Errors 

This unlikely error indicates that the web service is behaving in an unexpected way. If you see this error in a production environment, please notify Service Objects at once.

4. Error Code 4 – Domain Specific 

Some of our other services return Domain Specific errors which indicate the validity or lack thereof of the information sent to the service. Lead Validation International works a bit differently since it is a composite service and cross-checks data points to provide an overall score for the lead. Currently, there are no Domain Specific errors in our Lead Validation International service.

Validated International Lead Outputs

If everything is working as expected, the service will return over fifty outputs including validated and corrected data, quality scores and any additional notes that might be helpful. The table below shows the most common outputs and a brief description of what they mean.

When available, Lead Validation International can return the contact name and address information associated with the phone number.

Hopefully, this quick primer is the first step to developing a better understanding of our Lead Validation International service and how it can be applied to your needs. Please reach out to us with any questions, and we will gladly provide recommendations, integration assistance or any other help you may need.

If you do business in Europe, you are probably quite familiar by now with the acronym GDPR – the European Union’s General Data Protection Regulation. In May 2018, companies that handle personal information from European consumers will be required to follow strict new regulations for privacy, data security, and accuracy of personal data from EU citizens.

Many organizations are focused on avoiding the stiff penalties associated with GDPR violations. I have a different view. To me, the GDPR is an opportunity for business growth and marketing success as a result of the fundamental decisions you make about your data quality.

Let’s start with Article 5 of the GDPR, which will be one of the most critical compliance areas for most organizations. It requires you to make a good faith, best practice effort to correct or expunge errors in your contact database, along with ensuring data security and appropriate usage. You will need to be able to document these efforts to avoid penalties.

This Article responds to a norm among some organizations that a certain amount of bad contact data is an unavoidable cost of doing business – and in fact, according to SiriusDecisions, as many as 25% of marketing contact records currently contain critical errors. So what if Hans in Frankfurt or Liv in Stockholm gets a little extra junk mail because someone else lived at that address years ago?

To me, Article 5 of the GDPR forces you to care about something you should care about anyway – protecting your customers from unwanted marketing contacts. In addition, these unwanted or erroneous contacts are a serious drag on your marketing expenses and a waste of resources for the environment. Now that inexpensive API and list processing tools can validate addresses, lead quality and much more, it has long been past time for most organizations to put data quality on autopilot.

I feel that a similar nexus exists for much of the rest of the GDPR. For example, it has strict opt-in requirements that prevent you from “defaulting” a customer on to your marketing contact list, and you must make it simple for customers to modify their information or even be “forgotten” if they wish. Some may see rules like these as an onerous intrusion on their marketing process. I personally see it as the dawn of a new era in customer relationships, away from interruptive marketing and towards more collaborative – and ultimately more profitable – relationships.

So, go ahead and join the rush to become GDPR compliant by May. But in the process, take advantage of this time to re-think your data quality and marketing strategies for the long term. I think you’ll find that a new and much more effective business strategy lies in your future.

“Nobody is perfect. And my company wasn’t even talking about things like data quality ten years ago. So, what is the big deal if there are a few problems with my contact data? That’s life, isn’t it?”

Actually, it is a big deal. First, it affects your costs and competitiveness. Second, it affects your reputation in the marketplace. And finally, because bad data can be so easily fixed with the latest automated tools.

With new regulations on the horizon and an increasingly competitive marketplace, companies need data they can rely on. If you’re still on the fence, below are some of the main reasons your business needs confirmed data.

Saving Time and Money

Bad data always costs your business time, money, or both. It affects areas such as sales leads, delivery accuracy, your reputation when sending email marketing, and much more. It is estimated15-25% of contact data is inaccurate, incomplete, fraudulent, or out-of-date, and a great deal of resources are wasted due to inaccurate or straight-up bad data.

Getting sales leads is costly for most organizations, especially when leads are bad or inaccurate. The earlier you can validate incoming data, the better you will be able to utilize your resources.  Our Email and Address Validation services can help make sure your incoming contact data is coming in clean and valid, and our Lead Validation service helps prioritize your resources toward better targeted leads.

Improving Your Marketing Efficiency

Think of all the wasted resources involved when materials are sent to the wrong address, or salespeople chase after bad or mislocated prospects. Even a small percentage of errors can result in a great deal of frustration for everyone involved, and fixing these problems is low-hanging fruit you can easily automate.

Beyond our Address Validation services, our Address Geocode product can translate addresses to exact latitude-longitude coordinates in real time. For incomplete addresses, our Address Detective product can prevent you from purging good leads. It fixes fatal addressing errors by filling in the gaps of missing address data in your contact records, using a fuzzy-matching API that returns a confidence score for each updated address.

Protecting Your Email Reputation

Suppose you bought an email list and you are ready to send the perfect email, after weeks of refining. Nothing can give you a bad reputation quicker than sending email to a bunch of addresses that bounce, not to mention getting mediocre results from your campaign.

Use our Email Validation service to keep your reputation in good standing. Using a real-time API can reduce bounce rates up to 90%. Our service can process rented lists as well as your own house lists, giving you valuable insight into your contact data assets to make sure you get the most out of your investment.

Cleaning Up Your Existing Contact Data

We often hear people say, “What if I just realized we were doing things wrong and I want to get our data on the right track?” Once your database gets corrupted with uncertain data, typically two things must happen to reverse course. First, you need to draw a line in the sand and commit to making sure to validate any new information going into your system. The next step involves validating all your current database information in a separate process.

We can help automate much of the extra work of cleaning up existing data. We have lots of sample code and support many platforms to make it easy to integrate with us, not to mention the top-notch technical service team we have standing by to help you implement a robust solution.

Lather, Rinse, Repeat

Finally, we wanted to mention the importance of keeping your data current. Even after validating data coming into your system using our API or cleansing your system afterward with our batch process, data will still get old and invalid over time. People move, new homes are built, old buildings are repurposed, emails change, phone numbers are disconnected, and so on.  Like showering, regular data hygiene will help keep your data in the best condition possible, and we make this easy for you.

There are many benefits to keeping your data as up-to-date and accurate as possible, and we are here to help you every step of the way. Contact us to see what we can do for you and your data!

DOTS Lead Validation is a service combining many of Service Objects’ key contact validation features: you could think of it as our “greatest hits.” It provides validation for name, address, email, phone, IP and optionally business information. Each of these items are validated, scored and cross-referenced with each other to build a 0-100 score that helps companies tell good leads from fraudulent or fake ones.

Its basic functionality provides a wide spectrum of detailed analysis on contact records. However, many users are not aware of the flexibility this service has, ranging from customizable scoring to completely customized solutions. DOTS Lead Validation is a highly configurable service that can be engineered to fit the needs of any client. Let’s explore how we do this.

The key to this flexibility is what we call a Test Type: a set of rules or instructions that DOTS Lead Validation uses to interface with clients to customize their own evaluation criteria. These Test Types tell the service which inputs the client has, how to weight these inputs, which tests they want to run, and how to score these tests. They can vary by client: for example, one client may require email addresses, another may not have email addresses at all, and still another may not care whether one is there or not. Lead Validation gives you the flexibility to account for any of these options.

Service Objects maintains a substantial library of over 50 Test Types for typical client situations. These cover many combinations of the main inputs: name, business name, email, IP address, phone number and street address. The most common ones are listed in the Lead Validation Developer Guide, but if you have needs that fall outside one of these, just ask us – we might have exactly what you need!

There are four main flavors of Test Type that these combinations are built on:

• The first are the “normal” types. These are for residential contact records, and give preference to consumer leads. If you want to score leads containing personal information, this is the one to use.
• Second, “business only” types are designed for handling strictly business leads, if you want to avoid consumer leads. Adding a personal phone number or address to a business only Test Type will lead to substantial penalties in the lead scoring.
• A third category is the “business” type, which is similar to the business only type but allows for home business leads. It values business data, but prioritizes matching data over the distinction of business versus personal contacts. For example, if someone lists their personal cell phone as their contact number, this will not be penalized if their contact name matches the original given name.
• Finally, “educational” types aim to be a bit more lenient on mobile students. A student is more likely to be a roommate rather than a homeowner, and more likely to have location data that doesn’t match up: for example, they live in Michigan but have a cell phone registered in Ohio.

While Service Objects’ own library of Test Types encompass tried and true scoring models that fit the vast majority of our clients, we are also willing to work with clients with specific needs. Depending on how unique these needs are, we can either create new types to add to our library, or work with a client to create custom test types for their exclusive use. For example:

• A client may want to see everything that’s wrong with an IP address, but not have these errors affect the overall score.
• Another client may want to remove a series of tests from being performed.
• Still another may ask to weight a component differently: for example, they may seek to bump up the influence of an email’s result to 50% of the overall score.

Finally, outside of the Test Type process, we can periodically customize Lead Validation to allow new tests to be integrated. Each of our components (name, email, phone, etcetera) has a Notes section that allows for the addition of true/false responses, while another section called Information Components allows us to add new data values dynamically to the service.  For example, one customer recently asked us to specifically identify non-profit companies in addition to validating their business leads. In this case we added a flag called “IsNonProfit” as an identifier to the Notes section for the lead, and added an identifier for the type of non-profit company in the Information Components section.

DOTS Lead Validation is much more than a powerful marketing validation service – it is also home to a complete infrastructure for effective validation of your unique prospect database. Take advantage of our built-in customization capabilities, or just tell us your special need and we might even be able to incorporate it into the service! Try it today, and see how we can help make your data-driven marketing even more successful.

We love data here at Service Objects. We are constantly working to expand and improve on our datasets to further innovate our product lineup. A big part of what makes our Email Validation (EV) service so good is the data that helps drive it. When communicating with a mail server in real-time to verify an email address it helps to know what kind of mail server it is dealing with and if it is trustworthy. Just because an email address is deliverable does not always mean that it is good.  For example, an email may be disposable, vulgar or worse yet, a spamtrap.

Our Email Validation service already keeps track of mail server behavior patterns for millions of domains, which allows us to identify and flag mail servers with malicious activity or servers that have a high association with malicious activity.  In addition to monitoring behavior patterns, we are now focusing on determining the geographic location of the email servers.

What benefits does identifying mail server location offer?

Email addresses can be sent and received from anywhere in the world. They are not anchored to one physical location, and at a glance, one cannot easily discern its geographic origin. Even email addresses with a country code for a Top Level Domain (TLD) can have a global presence and may have servers located in multiple countries.  Fortunately, mail server location data can be derived and aggregated from some of our other datasets. This allows our Email Validation service to better identify potentially malicious mail servers and flag servers from known geographic hot spots.

In addition to helping identify problematic email servers, mail server location data can provide additional insights and benefits. From a marketing and administration perspective, the mail server location data can be used to help identify and organize email addresses for a particular region. The location information can also be used to gain business insights about a company and its location(s). At Service Objects, we are using the additional information to further enhance some of our other services, such as Lead Validation.

Challenges to identifying mail server location information

There are a number of challenges to accurately identifying mail server location information. First, we are identifying the mail server locations of a domain, not attempting to identify where an email message was sent from. This would require more than just a simple email address. However, the location data can be used to help cross-check and verify the legitimacy of an email message. For example, an email message is received, and the headers say that the message was sent from Gmail.com. However, the server IP address in the header does not match any of the known Gmail mail server locations, so chances are the message was spoofed and that it is spam or part of a phishing scam.

Second, trying to identify all of the mail servers for a particular domain is not something that can be done quickly enough for a real-time service where end-users expect sub-second response times. Real-time communication with a mail server can often take several seconds, but trying to identify all the mail servers for a domain from around the world can sometimes take several minutes. For this reason, our DOTS Email Validation service does not include mail server location identification in its suite of real-time checks. Instead, the service relies on background systems that have already collected and identified mail server locations from around the world. This ensures that the service is not bogged down by slow processes and continues to respond normally. While mail server location identification may be too slow for a real-time check, it is a daily process that we perform to ensure our list of locations is up to date. The process is also quick enough that our background processes can routinely check for any new domains that we have not come across before and process them hourly.

Third, if a business has multiple locations, then a typical DNS lookup for a domain will just tell you which mail server(s) to connect to that are closest to your area, and not necessarily tell you about their other mail servers. DNS does this to help ensure that communication is quick and efficient, that way an end-user isn’t trying to communicate with a server on the other side of the country or potentially in a different nation entirely if it doesn’t have to. Part of what makes the location identification process “slow” is that we are looking for mail servers in every major region of the world, and not just in our own local areas.

What’s going on behind the scenes

While our email validation service will currently only display the location(s) of the mail server(s) in the notes of the output when it has been identified, it is doing a lot more with that data behind the scenes. Knowing the IP Addresses and locations of the mail servers means that we can perform cross-checks against more data points in other areas. Service Objects is extremely interested in fraud prevention, so we use this data to check for associations with known proxies, VPNs, bot services and other data points that have ties to malicious activity. The data allows us to check various data driven blacklists and white hat resources against more than a simple email address and domain.  Instead, we can pull back the curtain, so to speak, and dig deeper into the mail server(s) that run behind the scenes. All, while continuing and expanding our server behavior monitorization.

With the addition of this new data, we have added additional NoteCodes to the output from our DOTS Email Validation 3 service. Below is a list of the new notes codes and that have been added:

For more information about terms for international addresses and locations please check out this previous blog post.

Unlike other NotesCodes where the corresponding NotesDescriptions value will be a human readable flag to describe the note code, the value will instead contain the list of locations found.

Get started testing DOTS Email Validation by downloading a real-time API trial key or sending is a sample list to run for you.

A brand new year is upon us – and once again, many of us are making resolutions for 2018. Perhaps eating better, working harder, or even blowing a thick layer of dust off that exercise machine in our basement. The new year is always a great time to make a fresh start.

Here at Service Objects, we have our own resolutions for 2018 as well. Of course, ours are designed to help your 2018 marketing efforts be even more successful than last year. Here are some of the biggest ones on our list:

Automate your regulatory compliance. More than anything, 2018 will cap a growing era of global consumer rights and stiffer regulation. Between the pending May implementation of the European Union’s General Data Protection Regulation (GDPR) and the recent expansion of the US Telephone Consumer Protection Act (TCPA), your use of consumer contact data for marketing is more tightly controlled than ever. And ignorance of the law isn’t bliss: fines for TCPA violations run as high as $15,000 per violation, and GDPR violations can command fines as high as 4% of your gross turnover.

We can help you get started on your path to achieve compliance with both of these new regulations. For GDPR, which requires maintaining explicit customer permission for use of their personal data, products such as Address Validation International, Lead Validation International and Email Validation can flag European addresses for GDPR processing and clean your contact database at time of use. And for TCPA, which prohibits unsolicited calls to consumer cellular numbers, our GeoPhone Plus product can help ensure that customer contact numbers haven’t been ported to new mobile customers.

Help you move into global markets. The world is getting smaller every year, which means that your potential market is getting larger. We can help you validate and verify international leads with tools such as Address Validation International and Lead Validation International, to help you target your overseas marketing more effectively.

Reduce the amount of fraud in eCommerce transactions during sales peaks. Did you know that 2017 saw the largest online sales volumes ever for Black Friday and Cyber Monday? According to data from Adobe Analytics, consumers spent a record $11.6 billion dollars across these two peak sales days – and according to Forbes Magazine, fraudulent transactions spike during these peak periods as well. We have a wide range of solutions for eliminating online fraud, ranging from lead validation to best practices such as validating IP addresses, to ensure that order from Kansas isn’t originating in Kyrgyzstan.

Give your customers a better experience. Your business rises and falls with the service experiences you deliver your customers. Our flagship delivery accuracy solutions, powered by continually-updated USPS, Canada Post and international address databases, makes sure your products get to the right people at the right address every time. And even when customers slip up and give you an undeliverable address, our Address Detective product can help make things all better.

Lower your costs. Would you like to get better lead response rates in 2018? Keep your contact database clean and up-to-date as prospects move or change jobs? Or improve your marketing ROI by filtering out bogus or fraudulent leads? We can do all of that for you, and more. We have a whole smorgasbord of solutions that help you have genuine, accurate and up-to-date data, improve marketing campaign performance, ensure better leads, and do more with less.

One more thing that makes our New Year’s resolutions better than most people’s – we always keep ours! That’s why we have over 2400 clients and counting today. And we look forward to serving you in 2018.

Service Objects has recently released a new member of the Lead Validation family, DOTS Lead Validation International.  Lead Validation International builds on the strengths of our DOTS Lead Validation service but adds a significant number of new tests and features.  Lead Validation users will likely find Lead Validation International familiar; however, a brand-new interface adds new levels of detail over the older service. Lead Validation International works better than ever for US and Canadian leads but now covers over 250 other countries as well. This service gives users the flexibility to validate leads anywhere in the world.

The Lead Validation International service looks at six key components: Name, Business, Email, IP Address, Mailing Address and Phone, performing over 200 tests to determine both how strong the individual components are as well as how well they connect to each other. These tests give a strong indication of the quality of the lead. Each component is given a 0-100 score, and a recommendation.  The service also provides an overall lead confidence score, giving users a lot of flexibility in how they want to evaluate their leads.

While building on the strength of the old service, Lead Validation International adds scores of new tests, digging deeper into the leads than the old US and Canadian API as well as providing new international specific tests.  The new API exposes more data and points of interest than the older API and provides more details than previously returned by the service. The Notes sections for each component highlights interesting data points that used to be more obscure. An overall Notes section highlights comparisons between data points, providing more indications of how well the various components in the lead matched each other, making it more obvious where the data broke down or providing more confidence in the quality of the lead.

DOTS Lead Validation International’s new interface also allows more customization than previous services.  A new set of fields called InformationComponents allow client specific rules and outputs to be written.  This allows new rules outside of the normal Lead Validation structure as well as the easy addition of new rules we feel could benefit all users.  One of the biggest strengths of the new operation is its ability to be tailored to almost any client need.

Service Objects has always been strong in International Name, Email and IP Address validation.  With the recent release of International Address and Phone validation products, we can cross-reference far more of the contact record’s data points to provide a qualitative view of the international lead and deeper insights into the lead, creating a fuller picture. The user will know the location of origin for all data points now and be able to find the red flags in their data.

International Lead Validation Provides the Complete Picture:

International addresses present their own challenges in identifying, parsing and outputting. While Lead Validation International is not a perfect replacement for a true international address validation tool, the outputs in this new API are designed to be as universal as possible.  Users will get a result that is formatted consistent with the country of origin, as well as details on the locality, primary administrative areas and country of origin.

International phones, address and IP addresses use a new Service Objects proprietary fuzzy location identifier that does a great job of cleaning and standardizing data points so that even the messiest of data can provide useful validation.  If the proper locations can be identified, we have the best chance of cross validating all of the components.

Our international lead service can be deployed in several ways; whether seamlessly integrating our fully supported, real-time API into your software, as a plugin for industry-leading CRM, marketing and sales platforms or as a list service to validate and improve existing lead records.  We also provide sample code, sample data and a robust developer guide to help get the service up and running.

If you are interested in learning more about Lead Validation for the US and Canada, please visit our DOTS Lead Validation product page.  If you are interested in our International service, please check out our International product page.

As part of our commitment to making our data quality solutions easy to integrate, our Application Engineering team has developed a series of tutorials on how to integrate our services.  The series highlights various programming languages, with this tutorial exploring the “how-to’s” of applying our services using ColdFusion.

ColdFusion is a scripting language that has been around since 1995. It was created to make development of CGI scripts easier and faster.  ColdFusion has unique aspects, including use of its native ColdFusion Markup Language (CMFL for short) to allow HTML style tags for programming with systems. Like most things in the tech world, it can draw a lot of polarized opinions, where some are ardent supporters, and others, less than enthusiastic fans. If you fall in the supporter camp, and want to learn how to call a web service with ColdFusion, that is where our experts can step in and help.

To get started you will need a ColdFusion IDE (we’re using ColdFusion Builder 3) and a Service Objects’ License key. We’re using one for DOTS Lead Validation but you can follow along with your service of choice.

Project Setup

The first step is to launch your IDE and select an appropriate workspace for your project. Next, we will create a new project.

Select next for a blank template and then click next again.  On the following screen give your project an appropriate name and click finish.

Congratulations! You created a brand new ColdFusion project. Now it’s time to add some code. For starters, we’ll want to add a form and elements to initialize our form inputs so that we can create a sample page to input data to send to our web service. This likely won’t be what you will want to do in a live environment, but this is for demonstration purposes.

The DOTS Lead Validation service that we’re using has quite a few inputs so this may take a while. Once you are finished it should look like the following:

Making the Web Service Call

The next bit of code that we will add is to make the actual HTTP GET call to the Service Objects’ web service. Let’s use the CFML tags to make the actual web service call.

After the code makes the call to the trial.serviceobjects.com endpoint, we perform a failover check in the code. This failover check and the try catch blocks that it is nested in will help ensure that your integration of our web service will continue to work uninterrupted in the event that the primary web service is unavailable or not responding correctly.

The primary endpoint should be pointing to ws.serviceobjects.com and the backup endpoint should be pointed to wsbackup.serviceobjects.com.

Displaying the Results

Now that you have successfully called the web service, you will obviously want to do something with the results. For demonstration purposes we will simply display the results to the user.  You can use the code snippet below to display.

If you are having trouble figuring out how a particular output is mapped in the ColdFusion response, then you can use the <cfdump var=””> tag to dump the outputs onto the screen. This should allow for easy troubleshooting.

Now that our CFML is all set up, lets see an example input and output from the service. Below is sample lead information that you might encounter:

And here is some of the response that DOTS Lead Validation will return:

The DOTS Lead Validation service can return a multitude of information about your lead.  To download a trial key for any of our 23 contact validation solutions, please visit https://www.serviceobjects.com/products

P.S.  Here is the full ColdFusion script page in case you need it to get up and running.