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

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


LIVONIA, Mich., Aug. 27, 2018: Valassis, 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 company.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 include:

  • 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.


Media Contact

Mary Broaddus


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