Centrus Desktop Essay, Research Paper

An Overview Of Centrus Desktop Components

Centrus Desktop uses a flexible, modular design that lets you license any or all of

the components your organization needs. You can choose among the following

modules or components:

? Data Locator module

? Address Coding module

? Demographic Coding module

? Point-in-Polygon module

? Closest Site module

? Geographic Determination module

? PMA component

Data Locator Module

The Data Locator module scans your data and identifies name elements, address

elements, and a user-defined expression (such as e-mail address, phone number,

customer number, or Social Security number). It then quickly and accurately outputs

the information to fields of your choice.

The Data Locator also identifies ethnicity and gender, and can generate appropriate

salutations for your mailings. It includes a user-extensible dictionary which allows

you to add additional name information, tailoring the Data Locator to your specific

needs.

Address Coding Module

The Address Coding module cleanses addresses to the highest level, exceeding the

U.S. Postal Service CASS and Canadian Post Corporation (CPC) SERP standards.

Since Centrus Desktop is CASS and SERP certified, you?re assured that mailings

will be correctly delivered. With over 20 million addresses changing every year,

our bimonthly updates ensure the integrity and effectiveness of your valuable

address data.

As Centrus Desktop corrects addresses, it incorporates a comprehensive address-level

geographic coding function specifically designed to spatially enable your data.

This process adds key components to each database record including latitude,

longitude, Census tract, block group, and more.

Demographic Coding Module

The Demographic Coding module appends valuable demographic variables and

cluster codes to your existing databases. Knowing your customers? habits and

lifestyles is critical to understanding them. Once you identify who your customers

are, you can use this information to target your marketing efforts to similar groups

or households, increasing your chances of reaching the correct audience.

Standard 1990 Census Demographics are included as a basic feature of the

Demographic Coding module. Sagent also offers current year and five-year

projected block group demographics and cluster codes at a ZIP+4 level from

consumer demographic firms including National Decision Systems and Claritas.

Cluster codes provide a simple way to identify, understand, and target consumers.