B2B Data Marketing - The Insiders View.

The UK’s Leading Data Provider

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Introduction

Market Overview

Quality & Accuracy

Buying Process

Guarantees

Legal Obligation

Auditing

Agenda

Group Accounts Director Chris Skinner. In charge of field sales and the

management of our large Blue Chip Accounts

About me - Chris Skinner

15 years data industry experience

Employed by some of the industry’s biggest names

Regular contributor to industry publications

Sold solus data lists to one man bands through to complete data solutions to FTSE companies

Nominee for 2013 Data Sales Professional of the Year

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The UK’s leading data specialist

Privately owned company established 2005

Data is wholly owned and managed by IDS

Originally built as an online directory to rival the likes of Yell.com

Data owner of a comprehensive UK B2B Database

Compete directly against established / traditional data owners

No third party investment

Who are Intelligent Data

Data

Market Overview

Data Market Overview

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£17 Billion

Recession hit after 2007

UK Advertising Spend in 2012

Revenue never been above 2007 level

2012 revenue figures exceeded 2007 level

Increase ad spend by 2.3% year on year

SOURCE: Advertising Association – Expenditure Report 2013

Data Market Overview

100.00

1,000.00

10,000.00

100,000.00

Cinema Magazines Regional Newspapers National Newspapers

Mil

lio

ns

Millions

Direct Mail Spend reached £2.13bn in 2012

Businesses spend more on direct marketing than…

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SOURCE: Advertising Association – Expenditure Report 2013

£213 Million

£1.1 Billion £1.4 Billion £1.53 Billion

What Industries are

spending

What Industries are spending?

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Government £555

Retail £1,278

Financial £1,333

Industrial £1,491

Services £1,803

Durables £1,907

Consumable £2,437

Government

Retail

Financial

Industrial

Services

Durables

Consumable

(millions)

Direct marketing spend distribution?

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Data Brokers Mailing Houses Creative Agencies Data Bureaus Printers

Marketing Consultants Advertising Agencies Response Management Data Owners

Why more companies???

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Niche Markets

More Personal Service

Increase Budgets

Growth Buoyant Market

Why more companies???

LUCRATIVE

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Why more companies???

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Why Diversification?

Dive rsi

fica tion

What About the data

What is the value of DATA??

Value Increased

DATA DATA

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DATA

What is important about DATA??

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& Accuracy Quality

Must look for quality

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Cleaning Cycle 17

Monthy cleaning cycle

170k Calls per month 170,000 verification calls

8TOP Directories 8 top online directories

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Top 8 online directories

170K Calls per month

Royal Mail

London & Edinburgh

Gazette

Companies House

DATA Bureau

News & Media

What sets us apart:

How do we define accuracy?

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MAIL High Delivery Rates

TELEPHONE Improves Accuracy

E-mail delivery rates

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Buying Process

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Design campaign

Creative ideas

Target audience

What medium

Your message

ROI

What takes priority

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Creative

DATA Suppliers

Budget

Data Suppliers Which supplier

Creative Look and feel

Budget How much can I afford?

Creative / Distribution / Management 90%

Data 10% %Budget

Costs Allocated

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Time Taken

60%

25%

10% 5%

% Time

Creative

Concept

Co-ordinating

Data

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Makes up smallest percentage of budget and time

Data is wholly owned and managed by IDS

Data ironically is the most important

If data is incorrect no one will see your message

Targeting is crucial

Quality of data has a direct correlation to ROI

The Data

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What guarantees do they offer?

% accuracy guarantee

split via channel

Check terms and conditions (all backed up)

Replacement policy / Processes involved to pursue guarantee

Data Quality Guarantees

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Poor quality

Data not targeted

Hidden costs

No expectation of performance

Not fully analysing ROI

Pitfalls of Data Purchase

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Centralise your database

CRM to manage your data and assist with updates

Adequate training of staff

Data Collection/verification on every call

Co-ordinated strategy at company level

Keeping your data up to date

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Information Commissioner

Preference Services

TPS and CTPS

MPS and FPS

Data Protection Act (4th principle)

Management and use of Personal Data

Legal Obligations

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IDS can audit your data and give recommendation for free

Advise on how to stay within legislation

Adequate training of staff

Append and update your current info

Provide customer analysis and targeted prospect recommendations

Free Database Audit

Questions

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