The Deep Clean

Stage 3. Optimize campaigns using technology
With great care and effort, a human can inspect giant spreadsheets created from Stages 1 and 2 to build mental models of trends and individuals. Luckily, however, there are technologies and consultants that can simplify this task considerably.

To recap, in Stage 1, increased reachability means each contact’s information is complete and up to date. In Stage 2, this “good data” is matched against providers’ databases to yield additional information about individuals. Naturally, the better Step 1 goes, the better the results are in Stage 2. Similarly, the better Stage 2 goes, the more that algorithms in Stage 3 can do to tease out trends and assist with the detail-oriented work of either tailoring a message or determining not to bother that constituent.