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The case for multi-sourcing prospect pool data

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Abstract:

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

Document Type: Research Article

DOI: http://dx.doi.org/10.1057/palgrave.dbm.3240257

Publication date: April 1, 2005

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