Why Pile It High, Sell It Cheap Just Does Not Wash
Regular screening can be 'a six-figure cost to make your eyes water'
Andrew Campbell's comment in Precision Marketing's special report on data quality (Time to get tough, PM May 30) that data owners and list managers do not bother to screen data against MPS and other suppression files because "it's a simple equation - the more data they sell, the more money they make" is not only insulting and derisory but more importantly shows a staggering lack of knowledge about prospect data provision.
Any good data managers among us know that the key to longevity in the data sales market is to maintain fresh, accurate data that consistently performs for the end user.
Regular screening of our 13 million prospect database is a six figure cost to make your eyes water, but one we consider vital as it means instead of "pile it high, sell it cheap" we can leverage decent CPM for our contributors while maintaining integrity and churn.
Campbell needs to be questioning his data suppliers a little more closely - unless he is one of those buyers constantly looking to screw the cost of the data down as low as possible.
Zoe Vine, Head of Data Services, The Trading Floor, West Yorkshire
(Precision Marketing: Opinion - 13th June 2008)
Andrew Campbell's comment in Precision Marketing's special report on data quality (Time to get tough, PM May 30) that data owners and list managers do not bother to screen data against MPS and other suppression files because "it's a simple equation - the more data they sell, the more money they make" is not only insulting and derisory but more importantly shows a staggering lack of knowledge about prospect data provision.
Any good data managers among us know that the key to longevity in the data sales market is to maintain fresh, accurate data that consistently performs for the end user.
Regular screening of our 13 million prospect database is a six figure cost to make your eyes water, but one we consider vital as it means instead of "pile it high, sell it cheap" we can leverage decent CPM for our contributors while maintaining integrity and churn.
Campbell needs to be questioning his data suppliers a little more closely - unless he is one of those buyers constantly looking to screw the cost of the data down as low as possible.
Zoe Vine, Head of Data Services, The Trading Floor, West Yorkshire
(Precision Marketing: Opinion - 13th June 2008)
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