Hanover, NH – October 8, 2008 – NextMark, Inc. a leading provider of direct marketing tools and resources, today published its third quarter 2008 Data Card Quality Report. Among the findings was an eight percent increase in data card quality for all list managers.
“There was a significant improvement in overall data card quality scores this period,” noted Scott Chilcutt, Vice President of NextMark and head of the Marketing Information Network list services operation. “The average score was up eight percent over last quarter – a substantial gain when you consider that’s across our entire data card database and against more a stringent scoring calculation.”
NextMark recently refined their data card quality algorithm to include update frequency as a variable in the scoring process. This encourages a more timely review of files that are updated quarterly, or on other schedules, by the service bureau. All of the original 13 data card quality attributes — including update recency — still apply, and the relative weights for those attributes remain unchanged.
“I’m encouraged to see so many list managers improving what was already very good information.” said Joseph Pych, president of NextMark. “Their efforts will lead to better results in direct marketing programs. With 40% of the success of every campaign contingent on mailing lists, it’s crucial to have the best data cards when making mailing list purchasing decisions.”
The Data Card Quality Report also includes a ranking of list management companies by data card quality. The top 5 companies for the third quarter of 2008 are listed below for each category:
Category I (500+ Titles)
- Statlistics
- Edith Roman & ePostDirect
- ALC
- Kroll Direct Marketing
- Lake Group Media
Category II (250 – 499 Titles)
- Complete Mailing Lists
- Lighthouse List Company
- Act One Mailing List Services
- RMI
- Dunhill International
Category III (100 – 249 Titles)
- Integrated Business Services
- W.S. Ponton
- Adrea Rubin Marketing
- Infocore
- DM2
Category IV (50 – 99 Titles)
- eTargetMedia.com
- Political Fundraising Lists
- Market Builders
- Marketing Advisory Group
- NCRI List Management
For a complete report of the top list managers, including risers and fallers, go to NextMark’s web site: http://nextmark.com/mmse/top50-list-managers-dccqr.html.