The opening move is to find out whether the audience exists at all. Records are reconciled across sources before anything is counted. You are given the count first and the file second.
Consent state
Carrying the permission status through to delivery instead of dropping it at export.
Phone formatting
Rendering numbers in a consistent international form, with the original retained.
Domain attribution
Establishing which web presence belongs to an organisation rather than to its host or its agency.
A requirement written in a paragraph is enough to begin.