Comparative analysis on customer satisfaction b/w hero an bajaj
Online SOurceS Of B-tO-B Data: a cOmparative analySiS€¦ · OnlinE sOurcEs Of B-tO-B Data: a...
Transcript of Online SOurceS Of B-tO-B Data: a cOmparative analySiS€¦ · OnlinE sOurcEs Of B-tO-B Data: a...
Online SOurceS Of B-tO-B Data:
a cOmparative analySiS
By ruth p. StevenS & Bernice GrOSSman January 2009
BuSineSS-tO-BuSineSS DataBaSe market inG
E x Ecuti v E summ a ry
As the Internet has created new ways for B-to-B marketers to compile and access prospect data,
marketers continue to be concerned about the quality and breadth of the data that is available. This
white paper evaluates the volume and accuracy of data provided by ten participating suppliers of
marketing information with online access. In general, the data coverage varied widely among vendors.
Based on these results, we urge marketers who order compiled data to ask very carefully about the
prospective vendor’s compilation practices and policies. We also strongly recommend that marketers
conduct a pre-test of the data to assess its applicability to their particular situation.
OnlinE sOurcE s Of B-tO-B Data: a cOmpar ativE analysis
1
ompiled data is critically important to B-to-B marketers for two reasons:
1. Business marketers tend to target relatively narrow audiences. Compiled data, built from such sources as government records, telephone listings and credit data, generally provides better breadth of coverage, compared to response files. For example, not all machine tool manufacturers will appear on the subscriber files of, say, American Machinist magazine.
2. Each account has a high revenue opportunity, so it’s important to gain access to every potential prospect.
Thanks to the Internet, two important develop-ments have revolutionized B-to-B compiled data. First, entirely new data sources have emerged based on information gathered using the Internet itself. Jigsaw, for example, provides an online marketplace where sales people can swap contacts. ZoomInfo scrapes information about business people from Internet pages like corporate sites and online press releases.
The second development is easy online ordering, now offered by data compilers of all stripes. Marketers can search fields, generate counts, and place orders via browser-based interfaces, and download the data instantly.
In light of these changes, we decided to research the online sources of B-to-B data, to assess their accuracy and completeness. In the later part of 2008, we invited fifteen vendors to answer a series of questions about their data and their business practices.
Ten vendors agreed to participate:
• Demandbase • OneSource
• idExec • SalesGenie
• Jigsaw • Selectory
• Lead411 • Zapdata
• NetProspex • ZoomInfo
We express our deep appreciation to them.
Invited vendors who chose not to participate were:
• Acculeads • Hoovers
• Experianb2b.com • Spoke
• GoLeads
C
thE scOpE anD intEnt Of thE stuDy
Business marketers are interested in volume (how many good contacts can I retrieve from this system?), completeness (can I get every field I want?), and accuracy (is the contact information correct?).
Gettingcountsisafairlystraightforwardprocess.For this study, we identified ten industries com-monly of interest to business marketers, and asked the vendors to tell us how many companies they hadineachoftheten,asindicatedbySIC.
Then, we selected a well-known firm in each of the ten industries, and asked the vendors to tell us how many contacts they had within those firms. We also asked whether they code firms with NAICS.Finally,weaskedthemtoreportthenumber of complete contacts, “complete” meaning
that the record included the full name, address, title, phone, fax and email.
Counts are one thing, but to assess data accuracy is not so easy. The problem is that the vendor’s record needs to be compared to some standard of correctness, which means we need to know the “truth” about the contacts that reside on the vendor’s database.
To solve this problem, we persuaded ten business people in a variety of industries and in various job categories to agree to serve as guinea pigs, by providing us with their accurate current contact information, and allowing us to publish their records as reported by the participating vendors. We’d like to express our gratitude to these intrepid individuals for their generous support of this study.
Onl ine SOurceS Of B-tO-B Data: a cOmpar at ive analyS iS
2
inDi v iDua l c Ontac t s in thE s tuDy
Industry
Technology
IT consulting
DataCommunications
Accounting
Opticalcomponents
Highereducation
Publishing
Healthcare
Legalservices
Manufacturing
Name
Theresa Kushner
PhyllisR.Kramer
SeanClemmons
Marcia El-Baz
Carmen J. Conicelli, Jr.
Jim Carey
MichaelS.Hyatt
BrianA.Nester
John E. Tobin, Jr.
JamesH.Schattinger
Company
CiscoSystems
USTglobal
PiraeusData,LLC
Lutz&CarrCPA’sLLP
EdmundOptics,Inc.
NorthwesternUniversityMedillSchool
ThomasNelson
LehighValleyHospitalandHealthNetwork
NewHampshireLegalAssistance
PioneerManufacturingCompany
Title
Director,CustomerIntelligence
SeniorDirector,GlobalRelationshipManagement
VicePresidentofConsulting
Partner
ChiefFinancialOfficer
Adjunct professor
PresidentandChiefExecutiveOfficer
SeniorVicePresident,PhysicianHospitalNetworkDevelopment
ExecutiveDirector
President
Onl ine SOurceS Of B-tO-B Data: a cOmpar at ive analyS iS
3
thE pOsitiOning statEmEnts
Hereishowthevendorsdescribedthemselvesinresponsetothefollowingquestion: Provide a statement of no more than 150 words that describes your online B-to-B data product/service, including how you are positioned, meaning your competitive differentiation. In short, this question is, “Who are you, and how are you different?”
Participating vendor
Demandbase
idEXEC
Jigsaw Lead411
NetProspx
Demandbaseprovidesnewcustomeracquisitionsolutionsforsalesandmarketingprofessionals that help companies identify, reach, and convert new business. With Demandbase,customersareabletoshortensalescycles,andincreaserevenues. idEXEC is an online global database of executives at select public, private, non-profit, and government organizations. idEXEC actively tracks and continuously updates 2 million executive decision-makers at 900,000 organizations in 172 countries. Typically, the idEXEC database includes all public companies, all corporate headquarters along with their subsidiaries and branches, private companies with over 75 employees or 30 million in annual revenue, and will concentrate on the following industries: professional services, insurance, financial, andtelecom.Recordsareupdatedcontinuouslywithchangespostedimmediatelyonline every day. The idEXEC product is a complete web-based solution that allows you to search and immediately view and download your most important prospects, whetherit’sonesinglerecordorhundredsofthousands.Nospecialsoftwareisrequired – only a standard internet browser. Jigsaw is a user-generated B2B database built and maintained by its 700,000 B2B community members (marketers, sales, recruiters, analysts, business owners). The database has grown to almost 11 million contacts, 2 million companies, 6 million locations, and is updated in real time, very similar to Wikipedia.
The result is a highly differentiated database:
1) The most accurate in the industry – 2X more than traditional data compilers/crawlers, over 1.5 million hygiene actions monthly. 2) The most complete database in the industry. 100% email, phone, address, title 3) The most Contacts up and down the org chart
Jigsaw is a data ownership model. All other providers rent for one-time use, or they license annually. With Jigsaw, the client owns the data. Jigsaw’s membership currentlygrowsat1,400membersperday,thedatabasegrowsatover40,000contactsperday.70,000SMBclientsand22%oftheF1000arenowJigsawclients. We are different in 2 ways. 1. We use crawling technology and low cost inter- national research teams to provide verified data at a cost level as low as 25% of what other data providers spend. This gives us the ability to charge 25% less. 2. We provide news alerts that let our customers know when companies are growing because they are more likely to purchases products/services during these times. NetProspex,isaBoston-basedsalescontacttradingsystemthatusesthepowerofthe internet to let sales and marketing executives buy or trade business contacts. All user-contributed contacts are validated before being published. With 3 million up-to-date,accuratecontacts,NetProspexprovidesinformationondifficult-to-finddecisionmakersacrossNorthAmerica.
We also asked two qualitative questions, one inviting the vendors to explain their competitive positioning in the marketplace, and the other asking about their terms of sale.
Onl ine SOurceS Of B-tO-B Data: a cOmpar at ive analyS iS
4
OneSource
SalesGenie
Selectory
Zapdata
ZoomInfo
OneSource®, a recognized leader in global business information services, delivers unparalleled company, executive and industry intelligence that make business professionals more effective and productive in completing their critical dailytasks.OneSourcecombinesandorganizescontentfromover2500 information sources supplied by 50 content providers creating an unequalled information resource. This includes public and private company profiles, executives, corporate families, industries, financials, news, analyst reports, and trade and businesspressarticles.OneSourcelinksallofitsinformationonover17millioncompaniesand21millionexecutivesworldwide.OneSourceisavailableviaperson-alized web-based subscriptions to the Business Browser service providing a compre-hensive view of a company’s business, history, competition, industry, strengths and weaknesses, among others. All of the information can be searched by multiple criteria and one can chose from a library or build customized research documents. An alerts feature allows company tracking as well as news and selected topics. Since1972,infoUSAhascompiledandmaintaineditssignaturedatabaseof 13.7millionUSbusinessesand1.4millionCanadianbusinesses.Asbusinessescontinually emerge, change, and dissolve, our database keeps the information up-to-date and as accurate as possible. The database is compiled in two phases. First,infoUSAcompiles4,000+telephonedirectoriesandover350newbusinesssourcessuchasSecretariesofState,countycourthousesandpublicrecordnotices.Throughthesesourcesandadditionalprocessing,infoUSAwillgatherandverifybase-level information such as company name, telephone, address, and industry. Second,infoUSAcallseachbusinessannuallytoverifytheinformationwehave andtoobtainadditionalinformation.infoUSAdataiscreatedtoprimarilypowerresearch and marketing endeavors; the database is not a derivative of another productorapplication.Asaresult,thecoverageoftheinfoUSAdatabaseisintendedto represent all active business sites. Selectory® helps sales and marketing professionals find new customers and grow their sales by building targeted lists, profiling existing customers and running directmarketingcampaignsfromtheirdesktop.Selectoryoffersitsusersunlimitedsearching, viewing and printing of detailed, location-specific company and contact information.Selectoryprovidesaccessto23millionbusinesses—15millionintheU.S.andCanada,and8millionothersworldwide.Selectoryallowsyouto:Buildtargetedlistsusingupto40searchcriteria—DownloadinformationforcampaignsorforimportingintoCRMapplications—Noneedtodealwithalistbroker—buildalistinminutes—Pinpointthebestopportunitiesinyourtargetmarket—Lookupcompanyandcontactdetailsbeforemakingthecall—Addtagsornotes,and keep all your sales data in a single place. Zapdatagivesyouaccessto15millionUScompaniessothatyoucancreatealistofprospect and license the list online with a credit card. Zapdata includes advanced features such as suppression of previous lists, preview and analysis of your prospect list. ZoomInfoisabusinessinformationservicewithprofilesonover45millionpeopleand5millioncompanies.BecauseZoomInfocrawlstheWeb24-hours-a-day,365-days-a-year, we’re able to deliver customers the freshest business information available. While other sales and marketing tools only scratch the surface by delivering high-level overviews of companies and their senior management teams, ZoomInfo digs deep into organizations to give you insight into the typically hard-to-uncover decision makers at companies of all sizes, from the Fortune 1000 toSMBs.AndnotonlydoesZoomInfoputyouintouchwiththerightperson, it also gives you in-depth insight into the person’s career history, education and affiliations, and into the company, to quickly build rapport.
Onl ine SOurceS Of B-tO-B Data: a cOmpar at ive analyS iS
5
Herearethecompanycountsineachofthetenindustriesreportedbythevendorsinresponsetothequestion,
Stat
e th
e nu
mbe
r of
U.S
. firm
s you
hav
e on
you
r fil
e w
ithi
n ea
ch o
f the
se 1
0 SI
Cs.
th
E c
Om
pa
ny
cO
un
ts
rE
pO
rt
ED
Dem
and
base
27,7
21
36,3
25
113,484
43,679
332,
861
71,9
08
367,
925
458,788
138,
615
80,486
no
idE
XE
C
2,15
3
1,55
2
3,30
6
3,22
1
14,632
1,76
9
4,092
1,38
9
6,274
3,19
1
yes
Jigs
aw
4,620
6,141
8,55
0
11,794
89,340
25,6
39
30,6
89
27,1
55
25,0
13
16,7
55
yes
Lea
d 41
1
N/A
194
371
980
1,38
1
5,29
0
933
836
565
84
no
Net
P
rosp
ex
1,65
7
5,419
4,545
38,3
03
168,
652
38,6
69
79,9
31
N/A
5,70
7
21,584
One
So
urc
e
15,2
97
185,704
16,3
58
231,
220
676,
098
196,
000
577,
818
268,
067
71,7
92
101,
357
yes
Sale
s G
enie
26,5
91
220,
209
23,7
89
245,486/
277,
098
830,
679
343,409/
579,
313
941,650/
1,67
2,59
9
284,194
105,764
116,
155
yes
Sele
ctor
y
28,274
193,149
30,2
96
217,
389
1,254,960
318,
280
872,
000
195,
018
90,343
112,
831
yes
Zap
da
ta
36,3
52
228,
619
39,6
18
225,
857
1,459,405
318,
863
875,
370
279,804
109,
286
136,
281
Zoo
m
Info
385
3,20
0
4,300
21,0
00
75,3
00
24,000
38,5
00
40,000*
10,900**
14,300
no
32Stone,clayand
glas
s pro
duct
s
56
App
arel
and
acc
esso
ry
st
ores
28
Che
mic
al a
nd
al
lied
prod
ucts
64Insuranceagents,
brokers&services
73
Bus
ines
s ser
vice
s
81Legalservice
80Healthservice
82
Edu
catio
nal s
ervi
ce
35
Mac
hine
ry, e
xcep
t
elec
tric
al
48Communications
Doyoucodefirms
withNAICS?
Net
Pros
pex
does
not
use
SIC
cod
es. T
he c
ount
s her
e ar
e fr
om th
eir
equi
vale
nt c
ateg
orie
s. Sa
lesG
enie
: Fo
r ce
rtai
n in
dust
ries
, mul
tipl
e bu
sines
ses m
ay e
xist
at a
sing
le si
te.
In th
ose
case
s, Sa
lesG
enie
rep
orte
d tw
o nu
mbe
rs,
(1)
the
num
ber
of u
niqu
e fir
ms p
er a
ddre
ss, a
nd (
2) to
tal c
ount
of a
ll fir
ms a
t all
addr
esse
s.Z
oom
Info
: C
ount
s are
app
roxi
mat
e. Z
oom
Info
use
s a k
eyw
ord
algo
rith
m th
at m
aps c
lose
ly to
SIC
cod
es, b
ut o
ffer
s muc
h m
ore
flexi
bilit
y
than
SIC
cod
es a
lone
. For
exa
mpl
e, y
ou c
an fi
nd in
sura
nce
com
pani
es (
SIC
64)
, but
also
“M
arin
e In
sura
nce”
or
“Cre
dit I
nsur
ance
” or
“P
rope
rty
and
Cas
ualt
y In
sura
nce.”
*Inc
ludi
ng E
duca
tion
al I
nsti
tuti
ons
**Fo
r-Pr
ofit E
duca
tion
al F
irm
s onl
y
Herearethecountsforcontactsateachoftenwell-knowncompanies,inresponsetothequestion,
Prov
ide
the
tota
l num
ber
of c
onta
cts y
ou h
ave
at e
ach
firm
, U.S
. onl
y, in
clud
ing
head
quar
ters
and
all
bran
ch lo
cati
ons.
th
E c
On
ta
ct
cO
un
ts
rE
pO
rt
ED
Dem
and
base
39
398
926
2,149
9,045
9 6 30
4,826
175
idE
XE
C
119
89
121
135
49
11
336
N/A
226
73
Jigs
aw
457
1,16
2
1,26
6
2,488
23,5
96
1,524
1,81
7
6,96
6
7,426
713
Lea
d 41
1
13
9 11
1 2 11
1 0 18
13
Net
P
rosp
ex
15
99
190
389
2,264
248 0
N/A
4,584
110
One
So
urc
e
322
822
188
163
176
290
2,75
8
190
411
136
Sale
s G
enie
261
853
97
242
78
30
759
203
220
83
Sele
ctor
y
672
2,16
7
378
314
398
124
4,206
713
346
393
Zap
da
ta 8 85
38
32
59
N/A
33
1 34
21
Zoo
m
Info
1,00
1
184
1,25
3
1,13
3
6,245
863
11,2
55
9,02
5
20,439
422
USG
LimitedBrands
Dow
Che
mic
als
Northwestern
Mut
ual
Pricewaterhouse
C
oope
rs
Mor
riso
n
and
Foer
ster
HospitalCorporation
of A
mer
ica
OhioState
U
nive
rsity
Mic
roso
ft
Level3
Onl ine SOurceS Of B-tO-B Data: a cOmpar at ive analyS iS
6
Onl ine SOurceS Of B-tO-B Data: a cOmpar at ive analyS iS
7
Herearethefiguresoncompletecountsforeachindustry,inresponsetothequestion,
The
num
ber
of “
com
plet
e” c
onta
ct r
ecor
ds y
ou h
ave
at e
ach
firm
. C
ompl
ete
mea
ns in
clud
ing
full
nam
e, a
ddre
ss, ti
tle, p
hone
, fax
and
em
ail.
cO
mp
lE
tE
cO
nt
ac
ts
By
cO
mp
an
y
Dem
and
base 0 313
584
2,084
8,439
5 0 20
4,492
156
idE
XE
C
30
12
13
44
4 7 98
N/A
20
25
Jigs
aw
457
1,16
2
1,26
6
2,488
23,5
96
1,524
1,81
7
6,96
6
7,426
713
Lea
d 41
1
10
1 9 0 0 11
0 0 11
11
Net
P
rosp
ex
15
97
12
353
439
243 0
N/A
714
107
One
So
urc
e
0 0 0 0 0 0 0 0 0 0
Sale
s G
enie
134
39
13
133
23
21
261
168
27
31
Sele
ctor
y
672
2,16
7
378
314
398
124
4,206
713
346
393
Zap
da
ta 8 85
38
32
59
N/A
33
1 34
21
Zoo
m
Info
357
163
1,248
1,05
5
797
848
8,404
1,30
9
3,06
6
380
USG
LimitedBrands
Dow
Che
mic
als
Northwestern
Mut
ual
Pricewaterhouse
C
oope
rs
Mor
riso
n
and
Foer
ster
HospitalCorporation
of A
mer
ica
OhioState
U
nive
rsity
Mic
roso
ft
Level3
Net
Pros
pex
does
not
pro
vide
fax
num
bers
, so
thes
e nu
mbe
rs a
re te
chni
cally
inco
mpl
ete
by o
ur d
efini
tion
. O
neSo
urce
did
not
pro
vide
cou
nts o
n co
mpl
ete
cont
acts
.
Onl ine SOurceS Of B-tO-B Data: a cOmpar at ive analyS iS
8
Herearetherecordsforourtenindividualbusinesspeople,inresponsetothe
follo
win
g di
rect
ions
. Ple
ase
pull
the
reco
rd o
f eac
h of
thes
e pe
rson
s as i
t cur
rent
ly
appe
ars o
n yo
ur fi
le. S
ubm
it th
e re
cord
in it
s ent
iret
y. N
ote:
Ple
ase
do n
ot u
se a
ny
othe
r da
ta so
urce
s (e.
g., t
ele-
veri
ficat
ion,
or
Inte
rnet
sear
ch)
to r
esea
rch
thes
e na
mes
. W
e ha
ve se
cure
d pe
rmiss
ion
from
thes
e 10
peo
ple
to in
clud
e th
eir
data
in th
is
rese
arch
, and
we
have
told
them
they
will
not
be
cont
acte
d or
res
earc
hed
in a
ny
way
by
the
part
icip
atin
g su
pplie
rs.
Note:Werequestedthatvendorsprovideasecondaddressline,ifappropriate,
andalsogiveusfaxnumbers.Verylittleinformationcamebackinthese
cate
gori
es, s
o w
e ha
ve n
ot r
epor
ted
them
her
e.
th
E c
On
ta
ct
rE
cO
rD
s r
Ep
Or
tE
D:
Jam
Es
h.
sc
ha
tt
ing
Er
Firs
t
Nam
e
ParticipatingVendor
Las
t N
ame
T
itle
C
ompa
ny
Add
ress
C
ity
St
ate
Z
ipO
ffice
P
hone
E
mai
l
JamesH.
Schattinger
President
Pioneer
M
anuf
actu
ring
C
ompa
ny
4529Industrial
Parkway
Cle
vela
ndOH
44135
216-
671-
5500
jsch
atti
nger
@pi
onee
rath
leti
cs.
com
JamesH.
Schattinger
Pioneer
M
anuf
actu
ring
C
ompa
ny
4529Industrial
Parkway
Cle
vela
ndOH
44135
Cor
rect
Data
Demandbase
JamesH.
Schattinger
Pioneer
M
anuf
actu
ring
C
ompa
ny
4529Industrial
Parkway
Cle
vela
ndOH
44135
idE
XE
C
Jam
esSchattinger
President
Pioneer
M
anuf
actu
ring
C
ompa
ny
4529Industrial
Parkway
Cle
vela
ndOH
44135-4505
Jigs
aw
Lead411
Jam
esSchattinger
President
Pioneer
M
anuf
actu
ring
C
ompa
ny
Co4529
Indu
stri
al
Pkwy
Cle
vela
ndOH
44135
216-
671-
5500
j.sch
atti
nger
@pi
onee
r-m
fg.c
om
NetProspex
Jam
esSchattinger
Pioneer
M
anuf
actu
ring
C
ompa
ny
4529Industrial
Parkway
Cle
vela
ndOH
44135
OneSource
Jam
esSchattinger
Pioneer
M
anuf
actu
ring
C
o. I
nc.
4529Industrial
Parkway
Cle
vela
ndOH
44135
SalesGenie
Selectory
Zap
data
Doug
Schattinger
President
Pioneer
M
anuf
actu
ring
C
ompa
ny I
nc.
4529Industrial
Parkway
Cle
vela
ndOH
44135-4505
216-
671-
5500
Zoo
mIn
fo
Firs
t
Nam
e
ParticipatingVendor
Las
t N
ame
T
itle
C
ompa
ny
Add
ress
C
ity
St
ate
Z
ipO
ffice
P
hone
E
mai
l
John
E.
Tob
in
Exe
cuti
ve
Director
NewHampshire
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18
thE salEs tErms
While we had no intention of asking about pricing, we did want to learn whether the vendors are willing to sell small amounts of data for one-off campaigns, or whether they insist on annual subscriptions by the seat. Three vendors did not provide an answer to this question.
Hereishowthevendorsrespondedtothefollowing: Please describe your sales terms. For example, do you sell only through annual subscription? Can marketers purchase data from you on a one-off basis? Note: We are not asking for pricing information here.
Participating vendor
Demandbase
idEXEC
Jigsaw Lead411 NetProspx
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Demandbasesellsourdataandsolutionsdirectlyonlineatwww.demandbase.com,through our direct sales force, and through channel partners. Customers are offered $20 of free contacts upon registration, and can thereafter purchase contacts one at a time or in bulk without a subscription. Corporate volume discounts are also available for larger purchasers. Oursalemodelisvaried.Customerscanpurchasestaticone-offdatapurchases(lists, bulk uploads), or they can buy annual subscriptions. The big differentiator is that in either model, the customer owns the data. Unlike one-time list rental, or one-year licenses, with our competitiors, Jigsaw lets you own it in perpetuity. For static purchase, you don’t get updates, in subscription,model you do, but either way, with Jigsaw, you buy it once and own it forever. Monthly/annual subscription or $0.25 a record for lists. NetProspexprovidesbothannualsubscriptionsandone-offpurchase.Nolimitsonamountofcontacts.Productisanonlineself-servicemodelwithdetailedselectioncriteria. Users can pick exact contacts they want from preview information provided in results sets. AOneSourcesubscriptionisavailableonanannualbasis.Marketerscanalsopurchase on a one-off basis and clients can generate lists pertinent to their needs. Selectoryissoldasanannualsubscriptionandisavailableinavarietyofdifferentslices and pricing options. Users can customize their database by geography, company size, industry and more. We sell a single company report or a list online on a pay-as-you-go basis and a one-off basis. We also offer prepaid contracts but no subscription. In a prepaid contracts your purchases are deducted from your balance.
OBsErvatiOns aBOut thE Data
Goingintothisstudy,wefiguredthat,becauseB-to-B data is a mature category, most vendors havefairlysimilaraccesstoinformationaboutU.S.businesses. We also assumed that data accuracy would be a serious problem, on the grounds that we don’t know any business marketer who doesn’t complain endlessly about data quality.
We were surprised on both fronts. First, we did not expect such a wide variance among company counts and contact counts reported by various vendors.InSIC32,stone,clayandglassproducts,for example, when we asked how many companies each vendor had on file, the counts ranged from 385 to 36,382, with all kinds of quantities in between.
In terms of completeness, the least likely data element to be available was email address, followed by fax number. This probably reflects the relative recency of these media as business communications tools.
Second,wewerepleasantlysurprisedbythelevelof data accuracy revealed in this study. When vendors reported having the individual’s record, it was correct in the vast majority of cases.
The major problem was in coverage. The number of vendors reporting no record on any given individual ranged from a minimum of three to a high of seven. Among the ten individuals, the higherrankingbusinesspeople(CEO,president)tended to enjoy better coverage among the data providers.
aDvicE tO BusinEss marKEtErs OrDEring cOmpilED Data OnlinE
Analysis of these results suggests that business marketers should exercise caution when ordering data from compliers. Marketers are advised to develop a detailed ordering methodology, to increase the likelihood that the data they receive is what they were seeking.
Someguidelines:
• Giventhewidevariancesindataquantity and quality, it’s essential that you investigate thoroughly the data sources and maintenance practices of the vendors you are considering.
• Donotassumethatallsubsidiariesoflarge compilerswillhavethesamedata.SalesGenie, OneSourceandidEXECareallunitsof InfoGroup.SelectoryandZapdataaredivisions ofD&B.Allshoweddramaticdifferences.
• Whenyoudoplaceyourorder,beveryspecific about industry selections. Find out if the vendorusesSIC,orsomekindofconversion algorithm.Notthatanymethodiswrong— just that you want to know exactly what you are getting.
• Keepaneyeoutforvendorspecializationby industry.NetProspex,forexample,appears to have particular depth in the business services category, but does not cover education at all.
• It’sagoodideatoconductacomparativetest beforeyoubuy.Onewaytodothisisby running an append test, sending each potential vendor a list of 5000 of your house names and asking them to add data fields. Be sure you include a few dozen records on which you know the “truth,” to assess accuracy of what comes back. Another method is to order a sample of names, and verify their accuracy by telephone.
We hope our research is useful to business marketers who are renting or buying data online. This information will serve as a guide as you conduct your due diligence.
Onl ine SOurceS Of B-tO-B Data: a cOmpar at ive analyS iS
19
This publication is part of a series entitled Business-to-Business Database Marketing, byBerniceGrossmanandRuthP.Stevens.Paperspublishedtodateinclude:
“OurDataisaMess!HowtoCleanUpYourMarketingDatabase” (October2005)
“KeepitClean:AddressStandardizationDataMaintenanceforBusinessMarketers” (February 2006)
“OutsourcingYourMarketingDatabase:A‘RequestforInformation’istheFirstStep” (March 2006)
“EnhancingYourB-to-BDatabasewithDataAppend” (November2006)
“15ThornyDataProblemThatVexB-to-BMarketers,andHowtoSolveThem” (November2006)
“WhatB-to-BMarketersareREALLYDoingwithTheirDatabases” (September2007)
These papers are available for download at www.dmrsgroup.com and www.ruthstevens.com
BErnicE grOs sm a n ispresidentofDMRSGroup,Inc.,amarketing databaseconsultancyinNewYorkCity.SheispastchairoftheB-to-BCouncilofTheDMA.Reachheratbgrossman@dmrsgroup.com
ruth p. s tE v Ens consultsoncustomeracquisition&retention,andteachesmarketingtograduatestudentsatColumbiaBusinessSchool.She is the author of The DMA Lead Generation Handbook, and her new book is Trade Show and Event [email protected]
The authors gratefully acknowledge the helpful suggestions provided byCyndiR.Greenglass,presidentofDiamondMarketingSolutions,and
RobertLesser,presidentofDirectImpactMarketing.