Don't Be Shy: Ask Where Data Came From

ASK THE ORIGIN OF ANY DATA A BROKER IS TRYING TO SELL YOU. IF A VENDOR STARTS THROWING UP SMOKE AND MIRRORS,SOURCE YOUR DATA SOMEPLACE ELSE, SAYS CAROL LUSTIG, A BOCA RATON, FL-BASED MARKETING CONSULTANT.

SIMILARLY, A DATA COMPANY CAN GIVE YOU ONLY WHAT YOU ARE REQUESTING. “UNDERSTAND HOW DATA FOR THE MEDIUM YOU ARE WORKING IN IS AGGREGATED SO YOU ARE MAKING EDUCATED DECISIONS,” SHE NOTES.

Got a direct mail tip to share? Contact Larry Riggs at larry.riggs@penton.com