2008-05-22
New technology raises bar for B2B data performance as Prospect Swetenhams launches the invaluable prospect
Prospect Swetenhams has announced the launch of its own high performance B2B data solution which uses innovative technology and database architecture to boost data performance. This product comes as a result of a 12 months research and development programme into the complexities of organisational buying structures and relationships between the 4m businesses in the UK.
Called The Invaluable Prospect, the new data universe includes a number of firsts for the UK B2B data market – all focused on improving response rates on a client by client basis. New techniques built into the programme include a unique matching process which can identify a far greater number of quality leads than more conventional ‘linear’ matching. Similarly our corporate linkage product uses a unique blend of computer algorithms and tele-verification to enable the identification of companies with multiple sites and groups not linked by registration numbers or financial groupings - something which until now has been near impossible with ‘conventional’ techniques.
Annette Holmes, managing director of Prospect Swetenhams and Market Monitor, says: “We know that data quality is critical to campaign success, but there are many other factors in a B2B environment that influence performance and these are notoriously difficult to unravel. With a growing commitment to more accurate campaign analysis, now was the right time to invest in a programme that we can prove works. The result is the Invaluable Prospect, which uses a combination of the best data, within a new database structure based on sophisticated analytical techniques to identify the optimum target group for each and every client. For years B2B marketers have been looking for data modelling which is as sophisticated as that for B2C markets, but unless they had six figure budgets this couldn’t be done – until now. The Invaluable Prospect delivers a complete solution at an affordable price for SMEs and PLCs alike.”
“Until now a major problem has been to develop integrated CRM programmes in B2B that demonstrate sustainable improvements in ROI. Critical to the process is the ability to match records – both within their own customer base and then against an effective business universe to create a single customer view for the B2B marketer. Our multi-dimensional system based on a scorecard methodology enables us to track changes in ownership and recognise anomalies in business addresses. This means higher and more accurate match rates, lifting quality and taking B2B targeting and responses to a new level.”
The Invaluable Prospect universe includes enhanced data from Companies House, public sector data sources, Thomson Directories and tele-verified contact data from Market Monitor, creating an ideal platform on which to carry out high level customer analysis and prospecting using a unique set of data tools.
Prospect Swetenhams is one of the UK’s best known B2C and B2B data services companies, providing both UK and international broking and list management, with over 117 million names traded in 2007, but increasingly supported by a wide range of analytical and data solutions. Recent investments in data acquisition, database analytics and bureau services have further strengthened the company’s position as a true full service supplier and strategic partner in developing customer acquisition and retention strategies.
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