DM p12-17 Consumer Data Dec08.qxp 02/12/2008 11:11 Page 17
Consumer Data
for some of its top financial clients and charities, channel,” Grieves points out. “We can tell them more
Foster says. Prospect pool solutions are populated about their customers, and that additional piece of
with different base data sets depending on the client – information can make a difference at the margins in
some lifestyle, some transactional, some electoral roll. terms of which ones they want to keep and sell more
However even within these broad categories there to.”
are anomalies, Foster adds. “One charity we work Channel preference data helps identify not just
with gets brilliant results from lifestyle data, while whether an individual has an email address, but also
most of the others do not. The key is to look for a whether they seek out products online or prefer to
supplier who can plan results-driven campaigns, buy interact with someone live. Risk and credit data too is
at rates that will work for you and recommend clearly of added importance, at a time when many
prospect pool solutions only when it is appropriate. consumers are in financial difficulties. “Information
There’s no ideal
Clearly there are opportunities here that were not that is real, accurate and not self surrendered is much
data source for
available to direct marketers in the 1990s. When more relevant at present,” Grieves says. We have all businesses,
lifestyle and transactional sources are combined with always had a good level of knowledge in that area,
so to talk of a
basic geo-demographic information marketers have a but now clients will want to tap into it even more to
one-size fits all
powerful tool with which to identify new customers, limit their risk.”
solution is
especially where modelling is used to mine large Companies can’t afford to stop marketing, but as
prospect databases. The ideal campaign may be they batten down the hatches for the coming storm
nonsense.
formed of part lifestyle, part transactional and part they desperately need to optimise their results. That’s
Anna Foster, director of data
planning, Response One.
niche data, or it may be planned completely through always been an imperative, but not necessarily one
a multi-sourced prospect pool. that all companies felt they had to take account of
The power of transactional and credit data to shed during the affluent times.
light on customer databases is fully appreciated at The good news for the laggards is that data sources
Experian, which claims a view of just about every UK and profiling techniques have evolved to the point
consumer. “Every organisation will know what that where they can make a quick and measurable impact.
individual is doing with their business, but not neces- Any organisation prepared to invest time and effort in
sarily what they are doing elsewhere, or what their using them will surely find it easier to maintain sales
general credit status is, their preferences, or preferred and profitability through a difficult 2009.
n
Over 350 Million Consumer Records: including criteria Quality: postal and email data from established providers
such as geographic location, occupation, household income, including Experian, Acxiom, DLG, D&B and LBM. There is no
age and gender - enabling you to target your prospects charge for selections and your new customers can be
precisely. downloaded immediately from MarketingFile.com
So if you would like to discuss your marketing requirementsOver 45 Million Business Records: selectable by a wide
range of industry specific criteria including over 100 business further why not give us a call on 0845 345 7755 or go online
type classifications. at www.MarketingFile.com
0845 345 7755
www.dmarket.co.uk Database Marketing December 2008 17
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