CDP applies the following standardization on data:
Postal address validation and standardization
This data processing is done through a third-party component called Melissa Data.
CDP supports the following countries:
USCAUKTR
Melissa Data validation for US addresses
Melissa Data ingests the following information from the Address feed shared by customers:
Address1Address2ZipCityStateCountryCode
It standardizes the data, processes the data against the USPS database, and provides the following information:
If the
CountryCodeis not provided, CDP defaults toUSand tries to standardize and validate accordingly.If the provided
CountryCodeis invalid, CDP does not validate the address and returns the result as invalid.If the
CountryCodeis valid but not supported, CDP does not validate the country. CDP sends the data through as it is.If Melissa Data is unable to validate the combination of
Address1,Zip,City,State, andCountry, it tries to revalidate the address by using the combination ofAddress2,Zip,City,State, andCountry. This is called field shuffling or swapping. If the updated combination is validated, Melissa Data returns the address asAddress2,Address1,Zip,City,State, andCountryin the same order. Therefore, CDP swapsAddress1andAddress2in DW.Certified: This field indicates whether the address is Coding Accuracy Support System (CASS) certified. CASS specifies that the street exists and the street number falls in the range of street numbers on that street. It does not necessarily mean that this is a deliverable address, but the address meets the standards and can be standardized by the USPS software. In addition, if you provide CASS certification to USPS, you are eligible for postage discounts. However, few CASS-certified addresses can be undeliverable.
DPVConfirm: This field indicates whether the street exists or the street number falls in the range of street numbers on that street. It also indicates whether this is an actual stop for the postal carrier. As USPS verifies the postal carrier’s stop at the location, Delivery Point Verified (DPV) increases the chances of delivering the mail. However, if an address is not DPVConfirm, it does not mean that the address is not deliverable. For example, an address can be a non DPVConfirm because it does not include an apartment number, or the apartment number on the address cannot be verified by USPS. Mailers mail these records assuming that the postal carrier knows how to deliver the mail to the person in the apartment building.
For a given address, the combination of Certified and DPVConfirm ensures the best deliverability for the client’s campaigns. However, a few such certified addresses might be undeliverable. Alternatively, a few non-certified addresses might be deliverable, as the USPS certification system does not cover all cases.
ZipExt or ZIP+4: This field is applicable to the US addresses only. This is a precise version of the zipcode, which ensures easier delivery route planning and reduced mailing cost. This is returned only when DPVConfirm for the address is
true.
Melissa Data validation for UK addresses
The processing is identical for every tenant. However, Melissa Global Data
for UK addresses can be used only in the EU data center. CDP uses the same
process for validating UK addresses as is used to validate US and
CA addresses. This is done by populating Certified and DPVConfirm
attributes in UDM with their UK equivalent.
Melissa Data validation for TR addresses
The processing is identical for every tenant. However, Melissa Global Data
for TR addresses can be used only in the EU data center. CDP uses the same
process for validating TR addresses as is used to validate US and
CA addresses. This is done by populating Certified and DPVConfirm
attributes in UDM with their TR equivalent.
Email address validation and standardization
This data processing is done through a third-party component called Melissa Data.
To process email addresses through this component, email addresses must have valid syntaxes with known domains. Additionally, email addresses must not be in the list of known spam-traps.
After processing the data, Melissa Data returns:
The following values or email statuses in UDM+:
V: Indicates that the email address is verified. The syntax is valid, and
DatabaseLookuporMXLookupconfirmed the validity of the domain name of the submitted email address.U: Indicates that the email address is not verified. The syntax is valid, but
DatabaseLookupdid not confirm the validity of the domain name of the submitted email address. However, the domain is not found in the list of invalid domain names.X: Indicates that the email address is incorrect. The syntax is invalid. For example:
The address does not contain
@, domain, or mailbox.The address belongs to a known spam-trap.
MXLookupdid not locate the domain name of the submitted emailaddress.
The list of invalid domains contains the domain name.
NULL: No email was sent to Melissa Data.
Email addresses that contain obvious errors and forbidden characters are often cleaned up. For example,
[email protected]is corrected as[email protected]. Additional examples:Input
Output
Email Status
VUerisa85d@@hotmail.comVXerisa85d@hotmailcomVU
CDP analyzes your most occurring values and ignores dummy values such as
[email protected]. While surveying your data, CDP might come across a few high
occurring values with a valid format. The values might be linked to marketing
tests, resellers, or bulk buyers. In such cases, Acquia works with you to
confirm the proper course of action based on what suits your business needs.
Phone number validation and standardization
This data processing is done through a third-party component called Melissa Data.
Important
This feature is available only for the US and Canada. CDP cannot check the actual country of the customer. You must use this feature only for the US and Canada phone numbers. However, if you use this feature for non-US numbers, international formats and numbers are not corrected properly.
Validation: When validation is enabled, it returns the following in the
<phonecolumnname>validityUDM column:Vfor valid numbersXfor invalid numbers
The validation process provides the following results:
The
primaryphone,secondaryphone, andmobilephoneare formatted.The
primaryphone,secondaryphone, andmobilephoneuse the default input number if invalid (unformatted).The
primaryphonevalidity,secondaryphonevalidity, andmobilephonevalidityare populated withVif valid andXif invalid.
Standardization occurs only when the phone number is considered valid. Standardization:
Separates the area code, whenever applicable
Splits the prefix, suffix, and extensions, whenever applicable
CDP analyzes your most occurring values and ignores dummy values such as
0000000000. While surveying your data, CDP might come across a few high
occurring values with a valid format. The values might be linked to marketing
tests, resellers, or bulk buyers. In such cases, Acquia works with you to
confirm the proper course of action based on what suits your business needs.