Saturday, March 8, 2008

Lists - Big Gains to be had in Consumer Data

With players like Sympatico who has partnered with MSN coming into the industry of Direct Marketing, offering apparently Canada's premier email file. The development of the email lists in Canada and around the world is an area that will have great flux over the next few years. InfoUSA having purchased Direct Media(USA)last this means the continued consolidation of the old world direct marketing and new players bringing new analytics and offerings to the table.

This brings me to the point of my blog today. Sorry for being so scattered. Data for so long was dependant on updates to ensure that you had a quality list for your mail out. Today list sources are being updated so much more frequently with the use of Postal Services - proper augmentation of the file is going to be the most important part of the DM process. Meaning - what does my prospect drive and what did they have on their toast this morning. Instead of what street do they live on.

The latter will be a given - the former helps make you a sale/convert. This means more work on the front end and list clients need to pay attention to how the data is being compiled.


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