Your guide to the data worldData Selection

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Everything we do at 3d Marketing is aimed at making life easier for you and your sales team. We do it by working as hard as we can, so that our clients can work better, smarter, more efficiently, more cost effectively and more successfully.

It starts with our unique approach, getting to know you the customer. Our appapproach takes away prohibitive costs of using an external agency. It is an approach that makes sound business sense to Dealerships, Manufacturers and Fleet Managers. And it ends providing a springboard for your business to do even better. With the largest fleet management database in the UK, our appointment setting, lead generation and telemarketing capabilities we can give your teams the information they need to do their jobs.

The innoThe innovative formula of the 3d marketing group combines the best industry knowledge with the latest ground-breaking technology to bring new lucrative opportunities to you, our partner.

Our clients value the quality of service we offer and the quality of the work we do.

Don’t panic its only data So you have been given the task of buying some data to help the sales team with more leads or help your marketing campaign. You have Goggled it and found loads of companies offering you up date data with fantastic results.

EEvery marketer knows someone who bought a dodgy mailing list and felt ripped off. With over 200 companies in the UK offering mailing lists choosing what is right for you may seem daunting.

Our guide over the next few weeks aims to take you through the maze of the world of data, explaining the terms used and offering advice to ensure that you do not get ripped off.

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With many companies offering to sell you data choosing one that is best for your campaign can seem daunting. Our guides over the next few weeks will take you through the world of data and the dos and don’ts.

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Data Selection

Thirdly can you cope with the extra leads?

This may sound like a stupid question but there’s no pointemailing 3,000 people if emailing 3,000 people if you have no one to follow up the emails, or follow up on the phone. Many companies perceive data to be an expensive waste of money as they have not taken the time to think through the data provision process and what they will do with it.

Selection criteria Selection criteria is key to help you target a specific set of people or to promote a specific products. One size does not fit all. There are over 2.4 Million records in the UK, but if you only want to target students, or people with Labradors, or whatever your market is then do not need all the records.

By bBy breaking the data down into useable chunks you can better target and refine your campaigns to get the most out of them. Break down you target audience into your products or services. For instance, Construction covers a wide area, only target the audience you need. Data like most things goes off, so just like you would not drink a two week old glass of milk, data is the same. Data decays at around 30% per year.

When selecting data ensuWhen selecting data ensure that the organisation that you are buying the data from regularly updates and maintains their databases.

So what do you choose, industry demographics, job title? The next bit should help you understand how you can choose a data selection to fit your requirements.

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Some Don’ts 1) If it looks too good to be true it pprobably is - We have all seen emails saying that they will promise you x amount of “hot” leads for £200. Do not be tempted this is just a waste of your budget. It is likely that the database will be old and not bespoke to your requirements.

2) Bad Data -2) Bad Data - there are millions of emails sent every day; if your list looks as though it is SPAM or has bad data straight away your email broadcast will be blocked. Your message become message become associated with SPAM.

3)3) Budget - don’t fall in to the trap of thinking the data is automatically yours and that you can use it for multiple uses – very often this is not the case so establish your budget with your data provider early on.

Some Do’s 1) Timing – Get the freshest

data you can and use it immediaimmediately. People move jobs, move house, get married, change their email address everyday so do not buy data in advance. Plan your campaigns and work with your data provider to

find out the bestbest time for your campaign.

2) Check the terms of use for your data – different data providers have different rules and

different codes and they try to get you to buy in to

their systems.

3) Ask to see a sample of data and test it yourself, that way you can ensure you are reaching the

people you want to.

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Mailing Lists by IndustryMailing Lists by industry is ideal if you want to target specific industry sectors and mention issues which are pertinent to that particular market. This can be referred to as SIC (Standard Industry Classification) codes which is run by the Office for National Statistics.

Mailing Lists by Job TitleThis is the most common type of list requested, but it is often the one least thought through. Quite often call centres only call to switch board and ask for the MD, if you are in the telecoms sector this will be the wrong contact for you.

ForFor example it is not the best use of your budget to email the Managing Director and expect them to pass on the information to the Sales person, office administrator, chief engineer etc. . . . Send the email to the person you want to target. Also the job title does not always reflect the decision making power or their budget allocations. For instance the marketing manager may look as though they are the person you want to target but it is the Finance Director who holds the purse strings. Decide what your campaign is about raising awareness, getting people to spend money, etc.

Mailing lists by Company SizeThis can be a confusing selection criterion, so this could be by company size, i.e. number of employees or by turnover. Use the one which suits your campaign better.

The biggest mistake is to select by turnover. This is done on an 18 month modelled selection, meaning if everything else is right you still will not get the results you want.

OnlyOnly 200,000 companies are listed with companies house and this is only updated every 18 months.

If you are targeting larger companies ensure the people you want to target are at the location, for example many international companies have a presence in the UK but all the decisions are made overseas – this will not yield you the results you want.

Have a look what other markets are suitable, break down by product range and

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