DHA Results Interpretation Guide: Standard Terminology
A Data Hygiene Assessment (DHA) analyzes your existing customer data against verified sources. It categorizes the quality of core contact fields (Name, Email, Address, Phone) and identifies opportunities to cleanse, correct, or append missing data.
1. Understanding DHA Match and Append Codes
The DHA process assigns a code to each core contact field to indicate the quality of the match or the result of the append operation.
|
Code |
Meaning (Match Status) |
|
E |
Exact Match/Existing Data: The existing data in your record is confirmed and matches the verified source data. |
|
N |
No Match/Non-Exact Match: The existing data is determined to be invalid, unverifiable, or does not match the verified source. |
|
I |
Informative Match/Augment: The existing data is acceptable, but the process found a more standardized, higher-confidence, or improved match (e.g., correcting an address abbreviation). |
|
Y |
Yes, Match Found (Append): The existing field was missing but was successfully found and appended from the verified data source. |
|
0 or ___ (Blank) |
No Input/Not Used: The field was blank in the original record or the input was not usable/available for matching. |
|
Append Term |
Meaning (Data Added) |
|
NAME-APPEND |
A missing first name, last name, or both were appended to the record. |
|
ADDRESS-APPEND |
A complete, validated mailing address was appended. |
|
PHONE-APPEND |
A verified phone number was appended. |
|
EMAIL-APPEND |
A verified, deliverable email address was appended. |
2. Key Takeaways: Hygiene Opportunities
This section outlines the general types of opportunities identified by the DHA, ranked by strategic importance for data improvement.
Email Hygiene Opportunities:
Email hygiene is often prioritized as a first step because a reliable email address can frequently serve as a primary key for finding and appending other missing contact information (like address and phone).
Step |
Action Type |
Description |
Confirmed Emails |
Confirmation |
Emails in the original dataset that were confirmed as valid and deliverable via DHA. |
Email Add |
Appending |
Records where a verified email address was successfully appended where one was previously missing. |
Email Augment |
Correction/Standardization |
Augmenting existing data with a better-quality, higher-confidence, or more standardized email address. |
N/A |
Status |
Records where the DHA process was unable to confirm nor deny the validity of the existing record. |
Phone Hygiene Opportunities:
Phone number hygiene is a critical subsequent step, essential for direct communication and for improving match rates on many advertising and marketing platforms.
|
Step |
Action Type |
Description |
|
Confirmed Phones |
Confirmation |
Phone numbers in the original dataset that were confirmed as correct and active. |
|
Phone Add |
Appending |
Records where a verified phone number was successfully appended where one was previously missing. |
|
Phone Augment |
Correction/Standardization |
Augmenting existing data with a better-quality, more complete, or more standardized phone number. |