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The case for multi-sourcing prospect pool data

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Among business-to-consumer (B-to-C) companies engaged in large scale recruitment activity, there is currently a significant shift towards developing prospect pools rather than being reliant on ad hoc list purchase. One key decision to be made by prospect pool operators is whether to appoint a single data provider (which often also provides analytical and IT services) or whether to multi-source. This paper looks at the pros and cons of each approach and offers case study and survey results to show the significant overall benefit of multi-sourcing.Journal of Database Marketing & Customer Strategy Management (2005) 12, 207–211; doi:10.1057/palgrave.dbm.3240257
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Document Type: Research Article

Affiliations: 1: 1is a founding director of the customer partnership and has been employed in customer marketing since he started his direct marketing career in 1980 working for Christian Brann. His vertical market client-side experience is in financial services, and he has been involved in over 400 projects as a consultant. His current research interests are in bringing together insight tools, processes and decision-making capabilities to enable organisations to make the most effective possible marketing decisions. 2: 2is a senior consultant specialising in advising clients on how to derive the full business benefit from their customer data through understanding and predicting customer behaviour. He has successfully applied customer insight techniques across a wide range of industries. Previously, he was Head of Database Marketing at GE Capital where his team delivered added value database marketing services to UK store-card clients.

Publication date: 2005-04-01

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