SimplyDIRECT Leads in the Custom-building of Premium Databases
September 4, 2007 – Sudbury, MA—SimplyDIRECT is emerging as the premier provider of custom-built databases. Clients depend on the company to build them the right names, in the right companies, with high-accuracy email, postal and phone contact data.
Custom database building is seen as an alternative to the traditional process of renting lists for marketing campaigns. “If a company knows there are, say, 3,000 companies in their market, it makes sense to use SimplyDIRECT to both identify them, and build out the key contacts,” Doug Barth, CEO of SimplyDIRECT explained.
Also, many marketers now depend on new names sources such as Jigsaw, Spoke, or the more traditional Hoovers (owned by D&B) or OneSource.
“All of these are great starting points, but they are not market-ready,” Barth said. “We use all these same sources, but find we have to refine the data in order to bring it up to the accuracy required for email campaigns, personalization programs, anti-spam requirements, etc.”
The cost of using unrefined data can range from high bounce-backs to low response rates (if an individual is alienated by, say, a misspelling or incorrect job title). Bad data at very least erodes your company’s credibility.
“A clean marketing database is a company asset,” explained Barth. “Marketing departments must leverage this data in order to run their marketing campaigns. And the more specific the message, segmentation, etc. the more important it is to have a quality source of key decision-makers within target accounts.”