Keeping your contact data clean helps you reach the right people, reduce bounces, and get more accurate reporting. This article explains what data cleansing and augmentation mean in MarketHype, and what happens to contact data when it enters the platform.
Quick summary
MarketHype automatically validates, cleans, and (in supported countries) verifies and enriches contact data when it enters the platform.
Validation includes email and phone format checks and filtering out invalid contact details.
MarketHype helps prevent duplicates by trying to match and update existing contacts instead of creating new ones.
Verification works by matching contacts to public registries and requires enough identifying data.
A matched contact is monitored for changes (for example, address changes).
What happens to data added to MarketHype
Any contact data added to MarketHype (via a ticketing/booking system integration, signup form, import, or custom integration) goes through an automated process that includes:
Email and phone validation (format checks)
Duplicate prevention (merging where possible)
Verification and enrichment by matching to public registries (in supported countries, when enough identifying data is provided)
Email and phone number validation
Customer-provided contact details sometimes contain typos or invalid formats. Invalid email addresses and phone numbers cannot be used for communication, so they are filtered out as part of the validation step.
MarketHype also maintains a list of domain names commonly used for temporary email addresses and providers that no longer exist. Email addresses using these domains are filtered out to help keep your database accurate and reduce bounce rates.
Duplicate prevention
Duplicates make it harder to understand a person’s full purchase and communication history. When new contact information is added, MarketHype looks for existing contacts and attempts to update them rather than create new ones.
In MarketHype, an email address or phone number can only be associated with one contact card.
Verification and enrichment
In supported countries, MarketHype can verify contact details by matching them against real people in public registries. When a match is found, MarketHype can:
Correct certain errors in contact details
Enrich the contact with additional information available in the registry
What can be added varies by country, but may include parts of the person’s name, postal address, phone number, and other registry-available details, such as age and gender.
Want to get to know your audience even better? With our premium add‑on Lifestyle insights, you can enrich contacts with attributes like life stage, purchasing power, and education level. Learn more: Lifestyle insights.
Information required for verification
Verification works best when you have collected at least one of the following combinations:
Full name + full postal address, or
Full name + birth date (where available)
Having all of the above (full name, full postal address, birth date), as well as a phone number, typically improves the match rate.
Monitoring for future changes
When a contact is matched to a real person in a public registry, MarketHype will also monitor that record for changes. If the registry is updated (for example, an address change), the contact record in MarketHype is updated automatically. If a contact is verified, it is not possible to update their contact information via manual imports.
If a monitored record becomes protected or otherwise unavailable, the contact is automatically anonymized and excluded from future communication.
Where to see verification status
You can see whether a contact is verified in Audience → Manage on the contact card.
A contact with status Verified means the contact was matched to a real person and their details were verified against a public registry. If a contact is verified, it is not possible to update their contact information via manual imports.
Contacts that cannot be matched are still added to your MarketHype database. Their details can be updated the next time the person makes a purchase, you import new information, or they submit an updated signup form.
Country support
Verification and monitoring are only available for residents of certain countries.
Country | Verification | Monitoring |
Sweden | ✅ | ✅ |
Norway | ✅ | ✅ |
Denmark | ✅ * | ✅ * |
Finland | ✅ | ✅ |
* Birth date is not available in Danish public registries, so it is not added automatically as part of verification for Danish contacts. If you want to store birth date for these contacts, you need to collect and add it manually, for example via checkout fields, signup forms, or a manual import.
Signup forms and spam bots
In addition to cleansing, MarketHype uses double opt-in for signup forms to reduce spam. Read more about double opt-in here.