I-Behavior Awarded Patent on Exclusive Co-operative Database Technology
HARRISON, NY -- April 29, 2005 -- On April 11th I-Behavior, a provider of database marketing services for direct marketers, was awarded a U.S. patent for its co-operative database software. I-Behavior`s Dynamic Data Link software (DDL™) is the first program of its kind capable of accurately integrating on-line and off-line buyer records. The result is a truly buyer-centric database that consolidates the best data available regardless of where it originates and offers a more complete picture of each consumer`s buying behavior than has previously been possible.
DDL represents a major improvement over traditional Merge/Purge software because it can automate database updates using a customizable, multi-tiered dynamic match process. Unlike traditional Merge/Purge routines, DDL incorporates e-mail addresses as one of the key match elements. If a consumer has multiple e-mail addresses, DDL will group them by comparing common elements from multiple sources. The patent was awarded based on the fact that DDL is currently the only package capable of accurately identifying the individual behind multiple e-mail addresses.
“I-Behavior’s patented technology gives marketers the flexibility and accuracy to create the most complete, deliverable address from multiple lists sources,” said Lynn Wunderman, president and CEO. “The result is a more accurate buyer portrait which becomes the foundation for more effective targeting.”
Unlike postal Merge/Purge routines developed to eliminate duplicate records, DDL was designed from the beginning as a complete database update package for multi-channel records. Instead of just deleting duplicate records, DDL selects the best data fields available among multiple sources to create the most accurate record possible. Marketers can select the best fields such as: the most complete last name, the most accurate street address, and the e-mail address based on the date last used, frequency of use, or associated historic spending levels. A database assembled from these records supports better statistical modeling to predict consumer behavior.
DDL can perform household and individual merges in one step, while conventional Merge/Purge requires a two-step process and may create inconsistent household and individual ID information. DDL also facilitates the fine-tuning of match rules because it permits users to adjust the desired match level by specifying a percentage for each field. It’s now possible to set last names to match at a 90% level, street numbers at 100%, and street names at 65%. In the process, DDL counts consecutive letters and transposed characters when calculating the match level.
With DDL, complicated database update processes can be automated without high-level programmers, shaving weeks off a typical schedule. DDL returns consistent results based on pre-set business rules, which can be modified directly by its users.
I-Behavior Inc. is an information services company serving the targeting needs of multi-channel marketers. Its co-operative database consolidates online and offline purchase behavior from over 1,000 participants, representing 110 million active direct channel buyers. It is the first SKU-level marketing database in the industry today, providing a valuable resource from which to target offers based on known direct channel purchase behavior. I-Behavior is a privately held company based in Harrison, NY. (www.i-behavior.com)
Contact:
Lynn Wunderman
I-Behavior Inc.
914-798-7700
lynn@i-behavior.com
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