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Tips for Buying Business-to-Consumer or Business-to-Business Data
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Written by Anita Knight
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If part of your marketing efforts includes direct mail, here are some tips when shopping for the right data. First, I recommend that you contact a list broker. Just as you would use a realtor to help you find the home, a list broker is equipped to help you find the right data for your direct marketing campaign.
 Even with a broker, it helps to have an idea of the type of data you should be looking for.
On the consumer side, there are two types of data: compiled and responsive data. Compiled data is from surveys, self reported, catalog and retail shopping information, internet activity, public record data, etc. They multi verify each record, which means at least three of their sources match up to the person’s interest or buying habits. Ask the source of a specific segment or list how the data is compiled for that particular segment. It is VERY important that you understand how the data is compiled and/or the source of the data itself.
Response data is generated when a consumer responds to an offer. It could be a magazine subscription or a any type of response mechanism. That data works GREAT, but it is from one source only. Example: you have a client that is trying to reach golfers. Subscribers to Golf Digest will be a much better file than compiled data because we know 100% they are interested in golf. Business magazines are really good because they are reaching the exact contact title at their place of business.
Expect to pay a minimum cost, or be required to order a minimum number of records necessary to place an order. A processing fee is always added to the cost of the file as well. Your list could take up to 48 to hours to process so please allow enough time while you schedule the mail date.
For business-to-business data, trade publications are great if you need to find a particular title (CEO, HR, etc), and really want to hone in on that industry. Other business data comes from D&B as well as public records. Both sources can identify employee size, yearly revenue, etc., as it is SIC code based.
Communication is key. Tell your list broker everything about your business, what are the attributes of your best client, what type of marketing you are doing now, what’s working and what’s not working. The more you communicate, the better idea your broker will have when looking for the best data. There are lists for just about everything and not all lists are created equal.
For more information on how to find the right list for your marketing please contact Anita Knight at Black Book data. With over 15 years of experience in the Direct Marketing industry she is familiar with all types of data. 1-888-818-3282, ext. 108.
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