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How to Find More Customers - buying quality data and keeping it that way

A presentation to BBF Network
by

Spencer Clarke

on 10 February 2016

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Transcript of How to Find More Customers - buying quality data and keeping it that way

Benefits

0845 838 3932

spencer.clarke@121prodata.co.uk
Buying
Suppliers
Data Quality
Cleaning
How to find more customers
- buying quality data & keeping it that way

Experian / Experian pH
DMA Members
Sources & Bases
10 Tips to Save £££s
B2B - checklist
B2C
Data Quality Audit
B2B
Preference Services
Accuracy
- aligned with business
& marketing objectives
- 'on profile' + clean
- legally-compliant (DPA/PECR)
- secures ROMI

Data Facts
37% business data decays p.a.
Return on investment
Privacy & Electronic Communications Regulations
Data Protection Act
Quality data?
Why clean data?
Which to buy
Saving time & money
Sources & suppliers
Keeping data clean
Future Trends

Completion
Consistency
Quality marketing data
Future
Key takeaway
List Warranty Register
Blue Sheep
Corpdata
Intelligent Data Services (IDS)
Large
co DMs
Growth
indicator
Credit-
rating
Email
addresses
Aggregator
Quality
Guarantee
Business-to-Business (B2B)
http://dma.org.uk/content/directory
Relative Strengths
Other suppliers are available!
Market Location
Price
97%
Analytics /
modelling
Data Card
Quality Guarantee
Business-to-Consumer
Recency
A business:
name changes every minute
fails every 4 minutes
closes every 2 minutes
moves every 6 minutes
(DMIS)
(D&B)
18,000 people move house every day
and 820 get married
(NOP)
Clean Data - why?
Maximise customer relationships
£180m wasted on B2B mailing
(Conduit)
£95m wasted on B2C mailing
(DMA)
1/3 business mail thrown away
(DMIS)
42% consumer complaints due to inaccurate data
(DMA)
Clean Data - why?
Legal Obligations
http://bit.ly/10x31su
http://bit.ly/14aNy1S
TPS; CTPS; telephone/email/fax/mobile/text/picture
/video marketing; cookies
Free guide:
Principles

1 time / single use
12m multiple use
Perpetual use / Outright
detailed selection brief
3 suppliers
buy @ end of the month
one-time use - to test
12m refresh @ 50% £££
negotiate
min' order waived
provide suppression file
enhance existing data
use a data broker
Product / service
Geography
Type of business
Job function
HQ/sole site/branch
Legal status
Financials + y/e
Credit rating
Growth
Channels
Output fields
Data sources
Data delivery
T&Cs
Dun & Bradstreet
How to find more customers
- buying quality data & keeping it that way
Modelling & Analytics
Actionable insight
Increase sales and profit
Market penetration
Revenue
Economic future
Money Mapping
TM
For instance
Online / offline
1m:40s
14m:36s
List owner / aggregator
Broker
Counts format
Company size
Years established
B2C
Fax Preference Service (FPS)
Mail Preference Service (MPS)
Telephone Preference Services
(eMPS)
New prospects
Employee
band
SIC
e.g. Blue Sheep
e.g. Experian
Intact
Find new 'lookalike' customers
Suppression &
Enhancement files
BT OSIS
Post Office Address File - PAF
Nat. Change of Address file - NCOA
Goneaway Suppression File - GAS
The Bereavement Register
The Deceased Register
Mortascreen
National Suppression File - NSF
Trends
Big Data
inc. social media
Ownership
Data Protection - inc. new EC Directive
Aggregation of B2B and B2C data
Data as a Service (Daas)
Thank you for listening
spencer.clarke@121prodata.co.uk
0845 838 3932 (local rate)
http://bit.ly/1duDKUA
Full transcript