Today we meet Michael San Inocencio, senior list broker at Information Refinery Inc., Mahwah, NJ. San Inocencio is a list professional who perceives the glass as half full during bad economic times.
“I’m finding a lot of demand, because of current market conditions, coming from moving companies and companies offering products and services for selling houses, security and for data licensing,” San Inocencio says.
Advertising agencies and printing companies are packaging more services in an effort to generate business, which translates to more opportunities for data licensing deals.
Printing companies are offering more list and lead generation services to their customers and more demand is coming from “market research data clients,” says San Inocencio.
Data licensing can be a win-win situation for companies licensing data and for brokers. Data licensing prices have been coming down and for brokers it’s a way to book business for 12 months or more in advance.
“It’s a good opportunity for brokers to pitch and get data licenses in place. Once a deal is done it’s just a matter of updating the data,” San Inocencio says.
Outside of work, his interests include golfing and deer hunting. He’s married and has a boy 4 -1/2 years old.
How long have you been working with compiled lists?
“I started at PMM Marketing in 1991. My specialty from the beginning has always been compiled lists. I do brokerage and I work with original source consumer and business-to-business data,” San Inocencio says.
Before joining Information Refinery in February 2008,
San Inocencio was with American List Counsel Inc. and prior to that Hugo Dunhill Mailing Lists Inc. He also worked for Stevens-Knox List Management and Compilers Plus.
Who do you broker lists for?
“I work with consumer and business-to-business clients from mom and pops to larger companies,” says San Inocencio.
Clients that he currently works with include the YMCA of Greater New York, Cooper Institute of Aerobics, Webster College, Premiere West Bank, Allstate Insurance, First Mutual Corp., Bostrom Corp. and Vista Print.
Besides brokering data, San Inocencio says he also oversees four list management accounts.
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