Complete and accurate data is key to running a successful marketing operation. Duplicate contacts, and invalid, missing, or outdated contact information affect not only your communication but also your ability to analyze and understand your customers. This is why MarketHype goes to great lengths to help you clean, verify, and structure your data.

All data added to MarketHype - no matter if it's coming from a ticketing/booking system integration, a signup form, a custom integration, an imported file, or is manually entered through the app - will pass through our data cleansing and augmentation process. This makes sure your data stays fresh and accurate at all times.

The process involves:

Data provided to you by your customers tends to include a portion of information that is incorrect, often as the result of a human error. Email addresses and phone numbers containing errors will not work and will be of no value to you in MarketHype. Invalid email addresses and phone numbers will be filtered out as part of our cleaning process.

We also curate a list of domain names used by OTAs (Online Travel Agencies) for temporary email addresses, and for email service providers that no longer exist. Email addresses using any of these domains will also be filtered out. This helps in keeping your contact information accurate and your bounce rate low.

Having duplicate contacts for the same individual makes it difficult to get a coherent picture of the customers' complete order- and communication history. When new contact information is added to MarketHype, the cleaning process looks for matching contacts in your database and does its best to extend existing contacts rather than creating duplicates.

In your MarketHype database, an email address or phone number can only exist once and be associated with a single contact.

In supported countries, the cleaning process involves a step of verifying the contact information against public registries. Given enough information, and when a certain match can be found, any errors in contact information will be corrected and the contact is augmented with additional information. Information obtained from the public registries varies between countries but often contains all, or part of, the full name, postal address, phone number, date of birth, and gender.

When the contact can be matched against a real individual in a public registry, that individual can also be monitored for future changes. In case the person moves, and the information is updated in the public registry, the new postal address will be reflected on the contact in your database. In the unfortunate event that a monitored individual either passes away or has their identity protected, the contact in your database will be automatically anonymized and thereby excluded from future communication.

You can see if a contact is verified or not directly from Audience → Manage, on the individual contact card. A contact with the status "Verified" has been matched against a real individual, and their contact information has been verified against information in a public registry.

Contacts that can not be matched to a real individual are still added to your MarketHype database. Their contact information is updated once they make a new purchase, or new information is added through an import or entered in a signup form.

Verification and monitoring are only supported for residents of certain countries. The following countries and features are currently supported.

In addition to our cleansing, we also use double opt-in for our signup forms to avoid spam bots. You can read more about this here.