Compiled Lists - Take a Second Look (968 words)
Once names have been selected, the marketer should test an appropriate cross-section of the file selected on an nth name basis.
"There are a hundred ways to slice and dice a database," says Kathy Sullivan, vice president of marketing, infoUSA. Indeed, marketers can select names based on numerous criteria and in different combinations that allow them to refine and whittle down a vast amount of data.
For instance, business-to-business mailers can select on title, employee size, sales volume, SIC and NAICS codes, number of PCs and square footage. Indeed, there are 50 or more selects from which to choose.
On the consumer side, marketers can choose from more than 70 selects, including lifestyle, gender, income and ethnicity by area code, county or state level. Names also can be selected by behavior cluster, such as baby boomers who live in Ohio.
A marketer, however, may be working from his or her own prospect file compiled from business cards and other sources. In this example, says Sullivan: "We can take their files and append data and give them more intelligence than they could get on their own. We can take a client's in-house file and update it for them with the most current information, and run it through NCOA or postal processing."
When using a compiled list, says Sullivan, be sure the data come from multiple sources. The more sources a compiler uses, the more meaningful the data will be. A marketer will have more selection criteria to drill down to the exact target, and the sources can be cross-referenced to ensure consistency.