The Data Partnership has launched a service to make current data available at a fraction of the cost for hard pressed retail businesses

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More high street retail chains face closures if businesses fail to use accurate marketing data in a bid to retain customers and win new ones, warns The Data Partnership - a leading data provider.

With a third of data over six months old likely to be out of date, losing connectivity with customers and the ability to understand the market will be a factor in lost business, explains Victoria Pooley, director of The Data Partnership.

“If the contact information you hold is out of date then it’s useless for marketing purposes. And if people have not opted-in to be contacted then there is a real danger of annoying customers with irrelevant or ill-timed approaches.

“The need to gather and maintain good quality customer information and use it intelligently has never been more pertinent. The recent spate of job losses and closures at brands such as Blockbusters, HMV and Comet make for a sad set of statistics from businesses that may have lost connectivity with their markets.

“Ironically, in this digital age it’s so much easier to stay connected to your customers - but if you don’t hold the correct data then you’re working in the dark ages,” she said.
But the cost of updating records can be prohibitive which is why the Data Partnership has launched a new service to make available current data and customer leads at a fraction of the cost for businesses to gather and update the information themselves.

Called 2nd Use Data, the service provides data gathered via the regular telephone and online surveys run by The Data Partnership and which have been commissioned by larger customers. Those customers have exclusive access to the data for 30 days, after which time it can be made available to others businesses.

The Data Partnership is then able to sort and cross reference the information from a database containing hundreds of thousands of contacts to provide leads to fit very specific criteria.

“This service will help people do more business, better. If a company wants to target a very specific demographic, we can segment our collected data by age, gender and even general interest to achieve a bespoke list.

“So if your target business demographic is a forty-year-old male with a balding head employed in financial services and with an interest in Sudoko and dolls houses, we can find them!

“As a business resource, we’re help businesses work smarter, not harder, by making their marketing as targeted as possible. It’s important to us that the data we supply is only for people that have ‘opted-in’ to being contacted.

“We can give companies access to some of the highest quality data on the market at a considerable cost saving at time when many sales and marketing budgets are being slashed.

“This will enable them to make the best use of limited marketing budgets and continue to win new customers and grow their businesses, especially in these tough times,” said Mrs Pooley.

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