Online business to Business data, it is a tricky language full of baffling
acronyms and colloquialisms. For the uninitiated, data purchasing can go
horribly wrong, with the end result being a failed campaign in addition to
wasted marketing budget. A bit like ending up with the sheep testicle stew
rather than delicious rack of lamb for your holidays… grim.
As part of my mission to cut through the cr*p and tell it how it is I have put together a list of blogs to help you understand the whys and wherefores of data. Think of it as your business data pocket translation guide.
Mr Ravinder Kumar Rishi holds 0 appointments at 0 active companies, has resigned from 6 companies and held 1 appointments at 1 dissolved companies. RAVINDER is not registered as holding any current appointments.
The combined cash at bank value for all businesses where RAVINDER holds a current appointment equals £0, a combined total current assets value of £0 with a total current liabilities of £0 and a total current net worth of £0. Roles associated with Mr Ravinder Kumar Rishi within the recorded businesses include: Director, Company Secretary
Here is the beginners
secrets Business Data jargon; Part One.
DMA: Direct Internet marketing
This is the governing body for direct marketing, some people
ensure all members comply to best practice guidelines and then the rules and
regulations of gathering, storing and selling data. You might want to only ever
purchase from data companies who are registered DMA members. Offers that are too
good to be true tend to be just that. A million records for £50 on eBay would be
the data equivalent of “a bloke down the pub” and could end up costing you a
hundred times that in ténue for data misuse – leave well alone plus stick on the
straight and narrow with the DMA.
Whilst we are on the subject of rules we should cover off the Suppression services;
TPS – Telephone Preference Service
MPS instant Mailing Preference Service
CTPS – Corporate Preference Company
Anyone who has
registered with any of the above suppression services is certainly off-limits
where dm is concerned. Aside from the fact it is , the burkha and will cost you
thousands in fines (TPS), why fuss wasting time and money trying to hook up with
someone who is just not interested? It happens to be damaging to your brand and
your budget. Keep your self-respect, money in your pocket and make sure all data
you buy is analyzed against the relevant suppression files. This is standard for
DMA members, so you shouldn’t need to worry – unless you speak to the fact that
bloke in the pub of course…
Data is typically sold
on a lease. This means that the data owner leases you the data rather than sells
you the data outright. Outright expenses are usually very expensive as data
owners, understandably, want to take care of the investment they have put into
gathering, storing and protecting the data. If they lease you the data then they
retain usage and you have to comply with the rules of the lease. There are two
styles of data licence; single-use and multiple-use for 12 months. These include
fairly explanatory, single-use you can only communicate with that online
business or record, once. Multi-use, you can communicate with them as many times
as you want within the 12-month period depending on the license.
“How will anyone know I am using data after shouldn’t be? ” The
answer is data seeds. Every data submit purchased has between 1 and 3 dummy
files. These dummy records are called data seeds and they are certainly, there
to monitor activity to that record. If you send an email, it’s actual recorded.
If you send 20 emails, they are also recorded. Begin using the data out of
licence the seed reports will show the mis-use you will be charged, but if you
comply with the rules you will be high-quality.
are getting to the nitty-gritty of actually selecting your data. SIC Codes are
Standard Industry Language. Every business is given a SIC code according to what
they do. You want to sell knives? Then SIC for butchers is an efficient place to
start. A good data salesperson should also advise you on several other
industries you could target that you might not have considered. For example;
places to eat, catering colleges, specialist kitchenware shops and department
This one is easy, once you have decided on
what industries and also SIC codes to target and applied any other criteria
which include business size or location; your contact will go at bay and get a
data count for you. This is the total number of reports which match your
criteria, your “data pot” as it were. From this pot you can decide on how many
records you need in your campaign. In some cases the number of records will be
less than you required, in which case you can expand your criteria such as
target even more industries or extend the geographical boundaries. Again, the
best list broker will be able to advise on the best way to increase the actual
pot numbers yet maintain the campaign focus.