Consumer Data Overlay or Enhancement Services

February 4, 2008 at 11:28 pm 2 comments

Q: I have a database of customers (consumers). I’d like to purchase demographics such as age and income to help target future customer marketing campaigns. Plus, I’d like to know more about my customers. Where do I go to buy this data, and what is the process?

A: There are three primary compilers of consumer information: Acxiom, Experian, and Equifax.  Each of these firms will match your customer list to their massive consumer databases (over 200 million people) and append the data you’re interested in t0 your customer file.

Here’s the hard thing–each firm offers literally thousands of data elements, which can make it confusing when you’re determining the data elements that will help you with your targeting. The good news is that all the companies offer some pre-packaged data bundles which might just be the best bet, both economically and in terms of receiving a rounded bundle of information.

Another thing to be aware of is that some data elements have very little coverage. I would ask your chosen data vendor for some estimated match rates prior to making decisions as to what data I’d append. If, for example, you’ll receive info for one element on less than 1% of your customers, is it really worth the effort to migrate that piece of data into your database?

Don’t be afraid to ask your data vendor lots of questions. And, they may even be willing to perform a matching test, at no charge. If they’ll do that (and they will for a large opportunity), then you’ll know exactly what to expect in terms of match rates (how many records will be enhanced with data) and data pricing.


Entry filed under: Mailing Lists and Data. Tags: , , .

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