Market Overview

Valassis Data Hygiene Process Earns Patent, Drives Best-in-class Data


Robust Validation is key to Ownership of Comprehensive U.S. Address

a leader in activating consumers through intelligent media delivery,
today announced the issuance of a U.S. patent for its data hygiene
process, elevating the strength of its data that drives print and
digital campaigns.

The patent (U.S. Pat. #10007739) illustrates how Valassis uses
technology to build connectivity between its best-in-class database of
169 million U.S. addresses and marketing efforts. The connectivity
allows Valassis to add geographic, demographic, behavioral and/or
motivational shopping data to brand or retailer information. This
enables marketers to better anticipate shopper behavior by providing a
complete view of the consumer.

The patented technology improves Valassis' ability to refresh its data
thereby allowing marketers to better personalize campaigns and deliver
relevant deals and offers to their target audience. When tested versus
other leading files, the 169 million unique address database covers 20
to 40 percent more locations. Location is a key component within the
Valassis Consumer Graph™ and Valassis media by serving as the
underpinning of Valassis' offline identity resolution and a core
component of digital onboarding.

"Our patented processes, exclusive technology and data science provide
precision, relevance and scale to influence more consumers to take
action and drive a campaign's performance," said Greg Green, Chief
Data and Analytics Officer, Harland Clarke Holdings, Valassis' parent
"We leverage consumer intelligence from the Valassis
Consumer Graph™, our proprietary technology that collects, analyzes and
aggregates data to build highly predictive audiences."

Additional tools to help marketers pinpoint their target audience

  • Postal Optimization Service, which delivers postage savings in
    customer and prospecting campaigns;
  • Digital Audience Activation, cross-channel marketing with
    digitally-based interest and in-market variables and specialty lists
    such as auto, beauty, mobile, military and a wide variety of data
    sets; and
  • Data Integration, leveraging the Valassis Consumer Graph™ to enable
    deeper insight into a client's business beyond marketing.

For additional insights on Valassis Data Offerings, please visit our website.

About Valassis

Valassis helps
thousands of local and national brands tap the potential of
industry-leading data through intelligent media delivery –
understanding, engaging and inspiring millions of consumers to action
with smarter cross-channel campaigns. We've been a part of consumers'
lives for decades, introducing new ways to deliver offers and messages
that activate them — whether via mail, digital, in-store or the
newspaper. NCH Marketing Services, Inc. and Clipper Magazine are
Valassis subsidiaries, and RetailMeNot Everyday™ is its consumer brand.
Its signature Have You Seen Me?® program delivers hope to
missing children and their familiesValassis and RetailMeNot are
wholly owned subsidiaries of Harland
Clarke Holdings

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