data-world

Your guide to the data worldData World

copyright © 3d Marketing Group

Contents

Data World...........................................................................................................................................2-3

Data Originators.....................................................................................................................................4

Data Resellers..........................................................................................................................................5

Data Aggregators...............................................................................................................................6-7

CusCustom List Suppliers...........................................................................................................................8

Data Brokers.............................................................................................................................................9

About 3d Marketing............................................................................................................................10

1

copyright © 3d Marketing Group 2

Data WorldThe Data World can be a scary place to navigate, there are so many data companies out there that it is difficult to understand where your data actually comes from. We can help with our series of marketing guides we can steer you through the maze of the data world.

As a marAs a marketer you will obsess about font, brands and look and feel, but the main driver of a campaign is your data that actually drives your campaign whether it be online or offline. Data is harder to come to terms with than logos or colour palette so it can be daunting with all the data available to get your message in front of people.

Don’t Don’t worry our guide will take you through the choices of where data comes from and help guide you to make the right decisions regarding your own or purchased data.


Data WorldWe will try to help you understand the complicated world of data providers.

Data Originators - have original data, get this from scratch

Data Owners - Inhouse database

Data Resellers - Have bought data and will clean the data

Data AggData Aggvegators - Google, Bing, Yahoo

Bespoke Data Providers - Will take original, in house data and merge with other data to give you new list

Data Broker - Knowledge and experience of market to get you information


Data OriginatorsWe all have our own data, such as a form collected at an event, email sign up, information collected from social media etc. This is the original data that is collected about a person. There are other originators such as census information, government information, information from utilities companies etc.

This is data gatheThis is data gathered at primary sources but it is what you do with this data that is important. Are you collecting the right data for your campaign.

The vast majority of data is not primary data, it is modelled from small primary data sources, so for instance if you decide that you want to target CONSTRUCTION companies - this is a vast area with everything from PPE supplies to huge diggers. Do you really want to target all these people. The key is to break down your market into smaller product sets and REFINE, REFINE, REFINE.

4


Data Resellers

Now we get into more familiar territory – data resellers, these are people who specialise in certain market segments, such as Public Sector, Vehicles and Consumer Data. This data will have been bought from an originator and will be sold on to you the client.

5


Data AggregatorsDefinition - What does Data Aggregation mean?

Data aggregation is a type of data and information mining process where data is searched, gathered and presented in a report-based, summarized format to achieve specific business objectives or processes and/or conduct human analysis.

A data aggA data aggregator will probably buy some data from a reseller then supplement this with your data and their own to give you a database that has more than just the basic demographic information. Aggregators have typically accumulated their business databases by scanning and transcribing things like phone records, utility records, business registration websites, and printed yellow pages directories.

How it works

Data Aggregator

• Sales, marketing and product training

• Tools to order, provision, manage

• Channel discount

• Support resellers and customer admin

Resellers

• Market and promote

• Resell, can bundle

• Activate, deploy, provide ongoing services

• Bill customers

• Deepen and grow client relationships

Customers

• Benefit from local services, solutions

• Tailored to business and technical needs

• Leverage innovation

• Imporve productivity

•Reduce costs


Data AggregatorsCommon data Aggregators are Google, Yahoo, Bing. They pull their information from various sources across the web. What are data aggregators?

The main data aggregators “drip down” information to directories. They play an important role in the cycle of the ecosystem by sending fresh feeds to the search engines every few months.

Think Think of these big players as the puppet masters of the local search ecosystem. If your business info is incorrect in any of these major providers, that info could over-ride the database of major search engines. Inconsistent information hurts your rankings. Remember, the search engines want to establish trust and relevancy!So ensure that your address and contact details are up to date

Source: http://moz.com/learn/local/local-search-data-uk


Custom List Suppliers

Custom Data Suppliers will take your existing database and append it with extra information to ensure that you have a bespoke database that is suitable for your needs. A custom database supplier will:-

• Provide analysis that allows you to make decisions to Match, Clean, De-dupe, Repair, Replace or Remove information

• Append missing telephone numbers, names, addresses, email addresses etc

• Remove Gone away businesses that are no longer in business or have changed address

• Add new contact names of new decision makers as people move jobs all the time

• Model look-a-like prospects that are similar to your existing customer as we all know that previous customer behaviour is an example for new customers

Your Customer Database

Our UK wideDatabase

Your Fully Appended Customer Database

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Data Brokers

There are lots of data brokers out there and you need to find the data broker that will give you the suitable information that you need for your campaign.

Data bData brokers can collect information about consumers from a variety of public and non-public sources including courthouse records, website cookies and loyalty card programs. Typically, brokers create profiles of individuals for marketing purposes and sell them to businesses who want to target their advertisements and special offers.

Currently, there is no legislation that requires a data broker to share the infoinformation they have gathered with the consumers they have profiled. In an effort to provide transparency, however, the data broker Acxiom has created a web site called Aboutthedata.com.

Data brokers may refer to themselves as being database marketers or consumer data analytics firms.


About 3d Marketing

3d Marketing Group is one of the fastest growing Direct Marketing Agencies in the UK, offering a multitude of services within the Business to Business Arena.

Specialising in creating leads and sales opportunities that provide the highest possible return, along with data provision and market intelligence needed to support any sales strategy.

With a pedigWith a pedigree of working with over 80% of the Vehicle Manufacturers targeting both fleet operators and consumer vehicle owners – If you are looking to sell within the automotive Sector 3d Marketing Group will be able to increase your sales conversion.

Outside Outside of the automotive sector we have worked with some of the largest brands in the country ensuring that their sales and marketing targets are not just met but exceeded. Whether it be for sales appointments, sales hotkeys, market research or seminar booking.

With a cultuWith a culture of complete transparency we believe our clients should be able to listen to the calling at it is happening, and with call recordings provided as standard they have a complete understanding of the quality of the meetings they are due to attend

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