Making A List And Checking It Twice

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

MediaPost, 9/8/10

A new study by the DMRSGroup on compiled lists,. “Online Sources of B-to-B Data: A Comparative Analysis, 2010” reveals an evolution in how business data are collected and offered. While business data tend to be relatively accurate, the breadth of company contacts is spotty, says the report.

Ruth P. Stevens, a customer acquisition and retention consultant, Columbia University, and co-author of the study, says “… the fundamental background for this study is the general lack of confidence business marketers have in publicly available prospecting files… but, the large vendors of compiled data… are eager as to show what they can do.

With the increased use of compiled lists, primarily culled from Internet sources, marketers now have many options when building prospecting databases, says the report. The question the study undertakes is how to choose among the various list-compiler vendors and parse their relative strengths.

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