Step 2 - Establishing your need

Depending on the complexity of the data you are sourcing, there will be a variety of data criteria you can choose from. This is one of the most important aspects of your campaign, as the data you select will determine the success of your campaign.

There are 3 key points to remember when selecting your data:

Have you researched your existing customers?
What level of information is required?
What selection criteria are available?

1. Have you researched your existing customers?

Your existing customers will give you a good insight into the types of companies that you have found success selling to. Look at key criteria such as geographic location, company size, industry sectors and the job functions of the individuals who place the orders with you.

2. What level of information is required?

The medium you are intending to use for you campaign will determine the level of information you require from your selections. If requiring data for an email campaign for instance, you need to ask that all selections be populated with an email address. The information you require also affects what direct marketing legislation is relevant to your campaign.

3. What selection criteria are available?

Following your market and customer research, you should have a good idea of the kind of organisation attributes you’re looking for. There are four key areas to first consider when selecting data: industry, geography, size, and decision maker.