Data Cards: An Indispensable Tool
... but only a starting point in list research
January 2003
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Editor’s Note: The original article from which this was adapted, “Data Cards: Guilty Until Proven Innocent” by Hallie Mummert, was based largely on the views of Brian Kurtz of Boardroom Reports. It appeared in the October 1994 issue of Target Marketing magazine. Updated information has been added here by Linda Huntoon, executive vice president of Direct Media.
List research typically begins with the data card. This paper (or electronic) sales vehicle is used by list owners and managers to market the vital statistics (e.g., size, price, profile, selects, minimum order, address options) on the lists they represent.
For the cataloger in search of lists to rent, data cards are helpful. But they’re a marketing vehicle and should be viewed as such.
It was for this reason that Brian Kurtz, executive vice president of Boardroom Inc., a publisher of newsletters and books, made the startling pronouncement way back in 1994 (in an article in Target Marketing magazine) that all data cards are “guilty until proven innocent.” This fact remains true today.
So although the data card shoud not be your only source of information, it gives you an idea of what other questions to ask to get a clearer picture of the list. Here are the areas Kurtz urged mailers to question, along with some current thinking from Linda Huntoon, executive vice president, Direct Media.
Most cards offer information on how often the list gets updated, such as weekly or quarterly. But, Huntoon notes, without the specific information of what date the names were added, what time period is included in that segment, and when the next update will occur, that information isn’t complete.
If a list is drawn from an active catalog customer list, “update” usually means that new names have been added to the file. If the list is compiled from primary source information, it’s nearly impossible to determine if names have been added, changed or deleted. Further, it’s often difficult to ascertain the extent of the file maintenance; NCOA, Address Standardization, and the like are important, but they’re no substitute for recency.
Be sure your brokers call for the latest counts. Also look at the type of count you’re given—the data card might depict an entire file or break the file into most recent buyers (hotlines), or buyers vs. inquirers.
List research typically begins with the data card. This paper (or electronic) sales vehicle is used by list owners and managers to market the vital statistics (e.g., size, price, profile, selects, minimum order, address options) on the lists they represent.
For the cataloger in search of lists to rent, data cards are helpful. But they’re a marketing vehicle and should be viewed as such.
It was for this reason that Brian Kurtz, executive vice president of Boardroom Inc., a publisher of newsletters and books, made the startling pronouncement way back in 1994 (in an article in Target Marketing magazine) that all data cards are “guilty until proven innocent.” This fact remains true today.
So although the data card shoud not be your only source of information, it gives you an idea of what other questions to ask to get a clearer picture of the list. Here are the areas Kurtz urged mailers to question, along with some current thinking from Linda Huntoon, executive vice president, Direct Media.
Most cards offer information on how often the list gets updated, such as weekly or quarterly. But, Huntoon notes, without the specific information of what date the names were added, what time period is included in that segment, and when the next update will occur, that information isn’t complete.
If a list is drawn from an active catalog customer list, “update” usually means that new names have been added to the file. If the list is compiled from primary source information, it’s nearly impossible to determine if names have been added, changed or deleted. Further, it’s often difficult to ascertain the extent of the file maintenance; NCOA, Address Standardization, and the like are important, but they’re no substitute for recency.
Be sure your brokers call for the latest counts. Also look at the type of count you’re given—the data card might depict an entire file or break the file into most recent buyers (hotlines), or buyers vs. inquirers.
Companies Mentioned:
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