How to Evaluate Service Bureaus (1,440 words)

What was the most important lesson I learned from the evaluation? First, when choosing a service bureau don't get hung up on the data processing "bells and whistles," even if they provide a few more percentage points of deliverable names and addresses.

Instead, concentrate on what's really important. Look for a company that will become your valued and proactive database marketing partner, one that will rapidly respond to your requests with creativity and innovation.

Jim Wheaton is a principal at Wheaton Consulting Group, specializing in direct marketing consulting, data mining, and the creation of data warehouses and marts and related business intelligence subsystems. He can be reached at (919) 969-8859 or jim.wheaton@wheatongroup.com.