A Guide to Data Quality
How data is key to a successful campaign
The two most important factors that will affect your appointment making telemarketing campaign are the quality of your data and the strength of the marketing message you have to deliver. Your campaign coordinator will work with you to develop a strong message. Obviously the accuracy of data is crucial; however there are some more subtle considerations to be borne in mind when purchasing or collating a dataset for telemarketing. Here are some key factors that should be considered.
- As far as possible data should contain the name of the person you would like us to make the appointment with, at the very least the job title of the desired contact should be provided. The more decision maker names we have to collect the less time there will be to make appointments with them
- The companies contained in the data must be very similar. If you would like us to speak with manufacturing companies the more specific the type of manufacturing the more precise the message can be. So doing a campaign directed at food and drink manufacturers will be more sucessful than a campaign directed at general manufacturing. Doing a campain directed at soft drink producers will be more sucessful than one directed at food and drink, and a campaign directed at fruit juice producers will be more sucesful than soft drink producers.
- Making sure that the contact you wish to meet is based at the location provided. Providing a head office or branch phone number and adddress is no guarantee that the decision maker is based at that location. A consuderable amount of calling time can be lost tracking down the location of the required decision maker, this of course detracts from appointment making time.
- A significant number of foreign owned companies do not have the autonomy to make certain decisions. This often includes insurance and accountancy decisions.
- SIC codes are the universal method of classifying industry types. These classifications tend to be quite broad and often inaccurate; this can be for a variety of reasons. In our experience at least 20% of companies registered under a paticular SIC code will no longer be under the correct classification, this of course makes a nonsense out of the sector specific message we are conveying.