An experienced data professional who has been working within the direct marketing industry for over 20 years. Having spent 17 years as owner and MD of Data HQ Ltd his remit covers the whole of the management spectrum including; strategy development, organisational structure, company policy & procedure and product development.
Do you think you’re getting the best service and highest quality data from your provider? Have you ever wondered where your business data lists come from?
When you buy an email database, often your provider is passing on data from a variety of sources. A good data provider will compile and consolidate this information into a usable format for your campaign. But unfortunately, not all data suppliers are created equal. You are at the mercy of their data cleanliness, their service and support, their attention to compliance, and means of collecting the data.
So, how can you make sure you get the most from your data provider, and ensure they are trustworthy? Ask yourself the following:
Is your brief comprehensive?
The best way to get the most from your data provider is to ensure you outline exactly what you need, and for what purpose. Even the best data providers will struggle without clarity on your requirements.
What are your campaign objectives? Who do you wish to target? What are the most important criteria for this dataset? For the best results, make sure your brief is as comprehensive as possible. If you’re unsure what information to supply, ask your data provider for a brief template or further input.
Can you test a data sample?
Next, if you’re trying to establish the quality of your data provider, request a small sample dataset before you purchase an email list from them.
If the provider is unwilling to supply a sample, it could be time to question their integrity. If they do supply one, inspect this data and test it thoroughly. Many providers will be willing to offer a small sample for free to prove their quality of service.
This simple quality check will save you campaign headaches down the line, and ensure you’re getting the most value from your b2b mailing list.
Do you know if the data is compliant?
To get the most from your supplier, it is important to know they are operating with compliance in mind. Your data supplier’s records should be telephone-screened at least once every 12 months, and TPS/CTPS-checked every month.
Since the introduction of GDPR, the regulations around b2b data collection and processing now include the following:
- Data must be fairly and lawfully processed
- The most appropriate lawful reason for processing should be selected
- This is most commonly with Legitimate Interest
- Data must be accurate and up-to-date
- Organisations must be able to demonstrate that they have valid Legal Basis
- Data must be processed in line with the data subject’s rights
Whether your data supplier works with GDPR compliance in mind or not, they should cleanse and update their data regularly. If they don’t, your purchased data will have minimal impact at best, be in breach of regulations at worst.
What ongoing support do they offer?
Finally, don’t forget to ask your data supplier for ongoing support with reporting and future opportunities.
Your b2b marketing data provider should be willing to provide support to enable you to run regular reports and on-demand insights into your data. What’s more, they should provide ongoing support to:
- Manage all data updates
- Monitor and report on KPIs and patterns
- Identify relevant insights and where improvements can be made
- Spot how different segments are performing
- Identify growth opportunities
- Report on campaign effectiveness
At Data HQ, our data sources are reliable and trustworthy. You will always work with a dedicated account manager who will identify your business needs and ensure the supplied data matches the requirements of your campaign. Data HQ guarantees 95% accuracy in its data, and has the most rigorous data protection checks in the industry. Take a look at Data HQ’s email marketing list pricing, or request a free sample.
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