The Data Squad
The list compiling game isn’t as easy as it used to be. Once upon a time, yellow pages and public records served as almost one-stop-shopping destinations for those looking to build files. They had to verify everything by phone, but the information was there.
Today, thanks to mobile phones and VoIP, many new households simply aren’t popping up in telephone listings. And because of increasing restrictions, access to motor vehicle and other public data simply isn’t an option.
So what’s a poor data professional to do? Easy. They get creative, offering more options like modeling, segmentation and other value adds to make themselves more of a partner in their clients’ marketing programs. Direct recently gathered several compiling industry pros together for a roundtable in our New York offices. Our Richard H. Levey moderated the discussion, which covered many topics, ranging from the convergence of business and consumer information to how to cater to clients’ increasing demands.
