Hanover, NH – February 21, 2008 - NextMark, Inc., a leading provider of direct marketing tools and resources, today revealed the top 50 list managers in terms of data card quality with its Data Card Quality Report. This is the first report of its kind.
“You can’t make good mailing list purchasing decisions without good data cards,” said Joseph Pych, president of NextMark. “The purpose of the Data Card Quality Report is to identify and reward those list managers who are producing great information for the benefit of marketers, list brokers, and list owners.”
The top 10 list companies for the first quarter of 2008 were:
- Take 5 Solutions
- Profile America List Company
- Lighthouse List Co.
- The Information Refinery
- Media Source Solutions, Inc.
- Listdata Management Services, Inc.
- Ethnic Technologies
- List Bargains
- Belardi/Ostroy ALC
For the complete report of the top 50 list managers, including ranking details, go to NextMark’s website: http://www.nextmark.com/mmse/top50-list-managers-dccqr.html.
This data card quality report will be released quarterly. Future reports will include information on risers and fallers similar to stock market reports. Feedback from the first report has been used to refine the algorithm and will be reflected in the second quarter rankings to be released in April.
What are data cards?
Data cards are documents used to describe the characteristics of a mailing list available for rental or sale, including description, pricing, selection options, output options, and contact information. Data cards are the primary documents used in circulation planning and mailing list purchasing decisions. For example, see the Boston Proper data card on NextMark’s website. Good circulation decisions depend on a good data card database. NextMark ensures the quality of its data card database through the Data Card Quality Report and other monitoring tools.
How data card quality is calculated
The data card quality score is calculated by electronically analyzing more than 74,000 data cards. For each data card, a proprietary algorithm first rates the quality of 13 key attributes. Then, the score (0-100) for the data card is calculated using a weighted average of the 13 attributes. The list management company’s quality score is the average score of all data cards in their portfolio. List managers can access the details of the calculation and suggestions for improvement through NextMark’s free data card publishing tool (a.k.a. the “Data Card Wizard”). Only companies with more than 50 data cards in their portfolio are included in the first rankings.
How to create and update data cards
Use NextMark’s free data card publishing tool to create and enhance your data cards.