Find Quality E-data at a Fair Price
How do you test? Consider taking a portion of your housefile and breaking it into three segments. Take 10 percent from each segment, and send it to three data providers. Let them do the match and deploy the message.
Then, either apply the data you get to your customer file with source flags to indicate where you bought the address, or simply market to each provider's list separately.
Track results in time to show how each data source performed. And visually scan the e-mail addresses that are returned. Sometimes you'll find nonsensical addresses lumped in with the data for which you're paying.
John Ripa is product leader, InfoBase eProducts, at Acxiom Corp. He can be reached at john.ripa