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Posts Tagged ‘Lead Validation’

Mail Servers: Where in the world…?

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:

Code Description Example
11 Countries: The ISO2 country code for the country where the mail server(s) is located. If mail servers are found in more than one country, then all country ISO2 codes will be represented in a pipe-delimited list. JP
12 Region: The region in the country where the mail server(s) is located. The region is commonly returned as a two-character abbreviation. If mail servers are found in more than one region then the value will be a pipe-delimited list of the regions. OS|TY
13 Localities: The name of the locality where the mail sever(s) is located in. If mail servers are found in more than one locality then the value will be a pipe-delimited list of all the localities. Osaka|Tokyo
14 PostCodes: The post code of where the mail server(s) is located. If multiple post codes are found, then the value will be a pipe-delimited list. 543-0062|102-0082

 

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.

Our 2018 New Year’s Resolutions

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.

What’s New: DOTS Lead Validation International

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.

Service Objects ColdFusion Integration Tutorial

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.

 

Don’t Let Bad Data Scare You This Halloween

Most of us here in North America grew up trick-or-treating on Halloween. But did you know the history behind this day?

In early Celtic culture, the feast of All Hallows Eve (or Allhallowe’en) was a time of remembering the souls of the dead – and at a more practical level, preparing for the “death” of the harvest season and the winter to follow. People wore costumes representing the deceased, who by legend were back on earth to have a party or (depending upon cultural interpretation) cause trouble for one last night, and people gave them alms in the form of soul cakes – which evolved to today’s sweet treats – to sustain them.

So what were people preparing for in celebrating Halloween? Good data quality, of course. Back then, when your “data” consisted of the food you grew, people took precautions to protect it from bad things by taking the preventative measure of feeding the dead. Today, Halloween is a fun celebration that actually has some important parallels for managing your data assets. Here are just a few:

An automated process. The traditions of Halloween let people honor the dead and prepare for the harvest in a predictable, dependable way. Likewise, data quality ultimately revolves around automated tools that take the work – and risk – out of creating a smooth flow of business information.

Organizational buy-in. Unlike many other holidays, Halloween was a community celebration fueled by the collective efforts of everyone. Every household took part in providing alms and protecting the harvest. In much the same way, modern data governance efforts make sure that all of the touch points for your data – when it is entered, and when it is used – follow procedures to ensure clean, error free leads, contacts and e-commerce information.

Threat awareness. Halloween was designed to warn people away from the bad guys – for example, the bright glow of a Jack-o-lantern was meant to keep people away from the spirit trapped inside. Today, data quality tools like order and credit card BIN validation keep your business away from the modern-day ghouls that perpetrate fraud.

An ounce of prevention. This is the big one. Halloween represented a small offering to the dead designed to prevent greater harm. When it comes to your data, prevention is dramatically more cost- effective than dealing with the after-effects of bad data: this is an example of the 1-10-100 rule, where you can spend one dollar preventing data problems, ten dollars correcting them, or $100 dealing with the consequences of leaving them unchecked.

These costs range from the unwanted marketing costs of bad or fraudulent leads to the cost in lost products, market share and customer good will when you ship things to the wrong address. And this doesn’t even count some of the potentially big costs for compliance violations, such as the Telephone Consumer Protection Act (TCPA) for outbound telemarketing, the CAN-SPAM act for email marketing, sales and use tax mistakes, and more.

So now you know: once upon a time, people mitigated threats to their data by handing out baked goods to people in costumes. Now they simply call Service Objects, to implement low-cost solutions to “treat” their data with API-based and batch-process solutions. And just like Halloween, if you knock on our door we’ll give you a sample of any of our products for free! For smart data managers, it’s just the trick.

Now or Later? When to Clean Your Marketo Database

If you were to make a list of the things people love to do, data cleanup would usually rank pretty low on the list. (Except for us here at Service Objects. We rather enjoy data cleanup. But then again, we’ve always been a little different.) This naturally leads to another question: should you clean up your contact data BEFORE you put it into Marketo, or LATER, before you actually use it in a campaign?

We have a three-part answer to this question: yes, yes, and automate the process.

Here’s why: there are irreplaceable benefits to each process. And when you properly automate it with the right tools, the process becomes frictionless and institutionalizes the ROI of these benefits. Let’s explore this in more detail.

Validating contact data such as names, email, physical addresses and phone numbers BEFORE loading them into Marketo has several advantages:

Saving money.  Your Marketo pricing tier is depending on the number of leads in your database. By cleaning this data on the front end, you can often delay or perhaps even avoid entirely the problem of moving to a higher tier and paying more for non-viable leads. And within your tier, fewer bad leads translates directly to less human intervention throughout the marketing cycle and more accurate analytics.

Garbage in, garbage out. Putting dirty data into your marketing database skews whatever metrics or analyses you might do beyond marketing campaigns, including the all-important conversion rate. And catching bad contact information in real-time lets you message the user at time of entry so they can correct it, preserving valuable leads and preventing possible customer service issues.

Detecting bogus names and fraudulent leads. What good is a database full of Donald Ducks and Ninja Turtles, who faked you out to get a free report? Tools such as name validation can programmatically catch and keep fraudulent contact information out of your lead database in the first place.

Lead preservation. Conversely, your bad contact data can be a hidden source of leads and revenue – if you use automated tools to correct bad addresses or append missing information such as contact phone numbers.

Finally, there is the broader question of lead quality. Marketo’s own lead scoring – based on tracking activities, behavior and demographics – is important but may not provide front-end protection from fraudulent or bad data. Contact-level lead validation adds a quantitative value for lead quality, based on over 200 criteria, that lets you decide to fast-track a lead, put them in your drip campaign to see how they respond, or even discard the lead.

Now, let’s look at the other side of the coin. Validating lead data LATER at regular intervals, particularly at the time you use it, has several advantages as well.

Coping with change. Over 70% of contact data will go bad in the course of just a year. Lead validation tools can check your existing leads and then correct, update, or remove them based on the results. This saves you money by only keeping and paying for viable leads, allowing you to better identify sources of high and low quality leads and providing more accurate reporting.

Taking care of your customers. By triggering emails or other contacts to customers who appear to have changed their addresses, using tools such as our national change-of-address (NCOA Live) capabilities, you provide better service and pro-actively avoid future service or delivery failures.

Making your IT department happy. Lead and contact validation tools from Service Objects are easily automated within Marketo using our Webhooks which can be found on Marketo’s LaunchPoint marketplace. In addition, we offer convenient offline batch processing for contact data files without a technical interface.

Of course, automated contact and lead validation are not the only forms of data cleanup that can help – this blog by Perkuto’s John Hill touches on other useful areas such as screening out competitors, inactive leads and people with unresponsive email addresses. With a clear process in place – and the right automation partner – it can be easy and inexpensive to optimize the value of your Marketo database at EVERY contact touch point.

Baseball and Data Quality: America’s National Pastimes

By the time October rolls around, the top Major League baseball teams in the country are locked in combat, in the playoffs and then the World Series. And as teams take the field and managers sit in the dugout, everyone has one thing on their mind.

Data.

Honestly, I am not just using a cheap sports analogy here. Many people don’t realize that before my current career in data quality, I was a young pitcher with a 90+ MPH fastball. I eventually made it as far as the Triple-A level of the Pittsburgh Pirates organization. So I know a little bit about the game and how data plays into it. We really ARE thinking about data, almost every moment of the game.

One batter may have a history of struggling to hit a curve ball. Another has a good track record against left-handed pitching. Still another one tends to pull balls to the left when they are low in the strike zone. All of this has been captured as data. Have you noticed that position players shift their location for every new batter that comes to the plate? They are responding to data.

Long before there were even computers, baseball statisticians tracked everything about what happens in a game. Today, with real-time access to stats, and the ability to use data analytics tools against what is now a considerable pool of big data, baseball has become one of the world’s most data-driven sports. The game’s top managers are distinguished for what is on their laptops and tablets nowadays, every bit as much as for who is on their rosters.

And then there are the people watching the game who help pay for all of this – remember, baseball is fundamentally in the entertainment business. They are all about the data too.

A recent interview article with the CIO of the 2016 World Champion Chicago Cubs underscored how a successful baseball franchise leverages fan data at several levels: for example, tracking fan preferences for an optimal game experience, analyzing crowd flow to optimize the placement of concessions and restrooms, and preparing for a rush of merchandise orders in the wake of winning the World Series (although, as a lifelong Cubs fan, I realize that they’ve only had to do that once so far since 1908). For any major league team, every moment of the in-game experience – from how many hot dogs to prepare to the “walk up” music the organist plays when someone comes up to bat – is choreographed on the back of customer data.

Baseball has truly become a metaphor for how data has become one of the most valuable business assets for any organization – and for a competitive environment where data quality is now more important than ever. I couldn’t afford to pitch with bad data on opposing players, and you can’t afford to pursue bad marketing leads, ship products to wrong customer addresses, or accept fraudulent orders. Not if your competitors are paying closer attention to data quality than you are.

So, pun intended, here’s my pitch: look into the ROI of automating your own data quality, in areas such as marketing leads, contact data verification, fraud prevention, compliance, and more. Or better yet, leverage our demographic and contact enhancement databases for better and more profitable customer analytics. By engineering the best data quality tools right into your applications and processes, you can take your business results to a new level and knock it out of the park.

Service Objects’ DOTS Lead Validation Service

Service Objects recently released the latest and greatest version of DOTS Lead Validation, our lead verification API that cross-validates five critical lead quality components: name, street address, phone number, email address and IP address. The new service includes a technology update to some of the latest frameworks, a new interface, more options for customization, enhanced reporting and new algorithms.  We explore these in more detail below.

The new operation – ValidateLead_V3 –  offers more options for connecting with Service Objects.  In addition to SOAP, GET or POST, users also have access to a RESTful interface and can now choose XML or JSON for their response.  Current users should expect about the same sub-second speed for a transaction despite the new behind the scenes engine.  While the new engine is faster, it is also doing more work.

Regardless of REST or SOAP preference, users also will have access to a cleaner more descriptive new interface in the new ValidateLead_V3 operation.  The new DOTS Lead Validation fully supports both Residential and Business leads, however, the older interface was designed with Residential leads in mind and the new version was designed for both.  Some newer optional inputs include things like Domain name and EIN (business tax identification number).  Service Objects is working to make their business offerings even stronger and will be rolling out new features month by month.  Other optional inputs include more options for names (pre-split names and salutations).

The biggest difference for Lead Validation will be on the response.  One of the most important new feature is the “Notes” sections.  Each component (name, address, email, IP, phone, etc.) as well as the overall general lead has its own independent Notes section detailing most of the interesting things we discovered about the component.  The previous version of Lead Validation was limited to the three biggest warnings to describe what was going on with a lead.  The new version includes a lot more granularity including items both good and bad.

Individual component Notes contain specific key pieces of information about the component itself that help give more details on why a high or low score might have happened.  Was the IP Address an anonymous proxy or was it known to have been used for malicious purposes?  Is an Address vacant, is it deliverable, or is it missing key information for validation?  Is the name too short to be real, does it contain vulgar words or does it match to a well-known celebrity?  Is the phone number a mobile number, does it belong to a business or it is a google voice number?  These things and many more give clearer insight to the components of a lead.

General Notes contain information about the lead as a whole, considering multiple components.  Did the name and email match up?  Did the phone, name and address match up?  Does the IP Address seem to match the Business name or domain?  General notes often give the best indication about why a lead received a really high score or a really low one.

Other new outputs include some additional component based location information. In the previous version much of that was tracked and scored behind the scenes, but in the new version all three of the main location based components (address, IP address and phone) attempt to return a locality, admin area and Country of origin.  These can help provide some insight when data points do not seem to match up.

See for yourself how DOTS Lead Validation can help your business gain immediate insight into the quality of your leads. Sign up for a free trial key and test up to 500 transactions.

The Great Debate: When to Validate Your Contact Data

A famous beer commercial had people debating whether it tasted great or was less filling. A similar debate is brewing among data quality professionals: do you validate your contact data when you first add it to your marketing automation platform (MAP), or at the time you use it?

The answer to both debates is exactly the same: YES.

First, let’s look at the first argument. Validating contact data such as names, email and physical addresses and phone numbers before recording them to the MAP has several advantages up front:

Saving money.  Most of the platforms charge based on the number of contacts in your MAP.  By validating the lead ahead of time, you can avoid adding and paying for bad leads in your MAP.

Garbage in, garbage out. Putting dirty data into your marketing database skews whatever metrics or analyses you might do beyond marketing campaigns, including the all-important conversion rate. And catching bad contact information in real-time, lets you message the user at time of entry so they can correct it, preserving valuable leads and preventing possible customer service issues.

Detecting bogus names and fraudulent leads. What good is a database full of Donald Ducks and Ninja Turtles, who faked you out to get a free report? Tools such as name validation can programmatically catch and keep fraudulent contact information out of your MAP in the first place.

Avoiding penalties. Saving the wrong contact data can cost you – big time – if it violates regulations such as the TCPA and Do Not Call lists for phone numbers, or CAN-SPAM compliance and ‘spam traps’ for email addresses. Automated validation tools let you flag high risk contacts before you save them.

Finally, there is the broader question of lead quality. MAPs provide lead scoring based on how the user used the site, but may not protect you from fraudulent or bad data. Contact-level lead validation adds a quantitative value of lead quality, based on over 130 criteria, that lets you decide to fast-track a lead, put them in your drip campaign to see how they respond, or even discard the lead.

Now, let’s look at the other side of the coin. Validating lead data regularly, particularly at the time you use it, has several advantages as well.

Coping with change. Over 70% of contact data will go bad in the course of just a year. Lead validation tools can check your existing leads and then correct, update, or remove them based on the results. This saves you money by only keeping and paying for viable leads, allowing marketing to identify sources of high and low quality leads, and providing more accurate reporting.

Avoiding penalties, part 2. You logged a phone number in your MAP last year. You used it in a marketing campaign this year. What is the difference? Up to $14K in TCPA fines, if this number changed from being a landline to someone else’s cell number. Always validate phone numbers and email addresses before every campaign, to ensure TCPA, Do Not Call and CAN-SPAM compliance.

Taking care of your customers. By triggering emails or other contacts to customers who appear to have changed their addresses, using tools such as our national change-of-address (NCOA Live) capabilities, you provide better service and pro-actively avoid future service or delivery failures.

Making your IT department happy. Lead and contact validation tools are easily automated within most MAP systems – for example, Service Objects’ contact validation tools have webhooks and API interfaces you can use with platforms including Marketo, Eloqua, Hubspot, Pardot, Ontraport and others.

Incidentally, that beer company never did resolve the “tastes great/less filling” controversy. Likewise, we’re going to play both sides of this debate – because it is easy and inexpensive to validate your lead and contact data every time you enter or use it. With the right automation partner, data quality can simply become one less thing to worry about in your marketing efforts.

Service Objects is the industry leader in real-time contact validation services.

Service Objects has verified over 3 billion contact records for clients from various industries including retail, technology, government, communications, leisure, utilities, and finance. Since 2001, thousands of businesses and developers have used our APIs to validate transactions to reduce fraud, increase conversions, and enhance incoming leads, Web orders, and customer lists. READ MORE