Academic journal article ABA Banking Journal

Data That Supports 1 to 1

Academic journal article ABA Banking Journal

Data That Supports 1 to 1

Article excerpt

"One-to-one" reach is the hot promise in today's marketing circles, but making the process functional still confounds many banks. Yet, more then a few vendors are solving the significant implementation problems, including how to fill warehouses and other marketing-related databases with squeaky-clean data.

Using high speed Internet links from its 24x7 data processing facility, HotData, Inc., Austin, Tex., delivers marketing information in real-time to systems used by banks for prospecting and customer relationship management.

HotData works with various sales automation systems to offer more accurate and informative customer contact lists that let the user prioritize leads, research prospects, identify decision makers, and reduce business risk.

Hot Data-infused entries will include corporate profiles (for U.S. and Canadian firms) and consumer demographics supplied by Dun & Bradstreet, Experian, and Polk, plus change of address information from the U.S. Post Office.

A built in "data scrub" function lets the system segment a database for personalization.

Hot Data states its value proposition simply: Hit one key and be instantly availed of a complete business profile that includes SIC code, annual sales, number of employees, line of business description or, when in use with different applications, such data as consumer demographics as annual income and home ownership status. …

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