Data Acquisition: Filling in the Picture
When you know the basics about your customers – name, address, and phone number – you can get to know them a lot better. By buying external marketing data, you can add brush strokes to the customer portrait – demographics, lifestyles, media preferences, purchase behaviors. This new picture gives you a much richer context for making smart business decisions.
E.J. Barry can help you identify the best sources for third-party marketing data. We know – from years of experience – how to acquire and use third-party information to improve marketing performance. We can help you find the best sources for:
Household lists and demographic data: List compilers, such as Acxiom® and Experian®, maintain huge databases of demographic and lifestyle characteristics of U.S. households that are compiled from publicly available sources.
Geo-demographic data: Companies such as Claritas® and ESRI® provide geo-demographic information. describing the characteristics of neighborhoods at Census tract, Census block group, and U.S. Postal Service Zip + 4s. Claritas offers a segmentation system called PRIZM® NE that combines neighborhood and household-level data. Acxiom has a similar segmentation system, Personicx®, that combines specific consumer and demographic characteristics.
Survey Research: Syndicated survey providers, including Mediamark Research, Inc. (MRI), Scarborough Research, and Simmons provide demographic, lifestyle, product usage, and media preference data. Their data is available in a format that can be appended to PRIZM NE and Personicx.
Business information: Dun & Bradstreet® and InfoUSA® compile lists of U.S. businesses with data such as SIC (standard industrial classification) codes, annual revenue, key executives, and web addresses.
