Quality Data Cards and Analytics

NextMark released its first quarter 2010 data card quality rankings this morning (press release). When I think about all of the new digital media competing for our attention, I am amazing at how much marketing insight can still be gained from data cards, and I’m not alone. Data cards provide valuable insight for prospecting:

“When it comes to prospecting for new customers, there is no better research tool than the data card,” said Britt Vatne, Executive Vice President of Data Management at ALC. “Despite the proliferation of digital media, data card analytics are still the best source of targeted information for new customer acquisition. However, if the information isn’t maintained in a timely manner, then much of that value is lost.”

The data card contains valuable recency, frequency, and monetary value (RFM) information that can be used to evaluate primary and secondary market data sources for new customer acquisition. Best of all, the data card intelligence is available online at no cost. As Britt commented above, however, the information must be maintained to add value.

Congratulations to the following organizations who acheived a perfect score (100) on this year’s first quarter report:

ALC, B2B, Complete Mailing Lists, Complete Medical Lists, Direct Market, Dunhill International, Edith Roman & ePostDirect,, Lighthouse List Company,, List Connection, List Service Direct Inc. (LSDI), Media Source Solutions, PCS Mailing List Company, Political Fundraising Lists, The List Experts, and W.S. Ponton.

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