The ROI for marketing automation software demands that the underlying databases being used have robust firmographic data so company records can be searched by size. These size-indicating datapoints have typically either been annual revenues or the total number of employees and in both cases it helps accurate targeting to have
by Matt Manning For the information industry, the question of customers’ return on investment in data subscriptions and licenses is an existential one: without a clear ROI, renewal rates go down and information services wither away (see The Importance of Being Used). A corollary to being able to My earned
The principle of continuous improvement is fundamental to the growth and success of all businesses, but none more so than online information services. Our services are essentially a suite of connected applications that work in unison to perform complex processes and as such they require constant auditing and diligence to
The distribution of work around the globe, what is generally called ‘outsourcing’, has been a fact of life in the information business for a long time. More recently though, information companies have taken an interest in applying the employment rules, climate change targets, and other sustainability goals that are in
The flood of robocalls and telephone-based scams over the past decade has led to an international backlash against unsolicited telephone communications. This global reaction has come in the form of a slew of new guidelines and regulations. Information services that rely on primary source verification of their databases have been
IEI works with some of the world’s most successful company and executive information services. Our in-house research teams work on our customers’ projects via custom applications and we embed as many rules as we can into this software in order to prevent errors. Some examples of the ways we embed
The intent to purchase has always been a critical piece of information to b-to-b marketers and the information services that serve them. Intent comes in many forms: Past purchases: The core of any direct marketing campaign is a list of people who have bought a related product/service with the same
CRM databases are full of bad, old data. The garbage continues to accrue over time getting worse as new files from purchased lists are added, acquired firms’ CRM files are merged, and salespeople keep adding their Rolodexes while no existing records are ever removed. For this reason salespeople at most
When the Worldwide Web was born in the 1990s, there was a lot of talk about disintermediation. The removal of layers of intermediaries—middlemen, that is—in marketplaces and other commercial processes would lead to fewer handoffs and price mark-ups. The resulting efficiencies would redound to the all-important end-users, making their lives
In Part 1 of this post I discussed the possibility of content aggregators becoming less viable as the corporate and government owners of large valuable datasets start making their data available directly, free-of-charge, and/or via new cooperative aggregation models. In Part 2 I look at the rise of corporate content.
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