Intelligent Data Services

2. B2B Data Marketing - The Insiders View.
The UK’s Leading
Data Provider

3. 4
Introduction
Market Overview
Quality & Accuracy
Buying Process
Guarantees
Legal Obligation
Auditing
Agenda

4. Group Accounts Director Chris Skinner. In charge of field sales and the
management of our large Blue Chip Accounts
About me - Chris Skinner
15 years data industry experience
Employed by some of the industry’s biggest
names
Regular contributor to industry
publications
Sold solus data lists to one man bands
through to complete data solutions to FTSE
companies
Nominee for 2013 Data Sales Professional
of the Year
3

5. 4
The UK’s leading data specialist
Privately owned company established 2005
Data is wholly owned and managed by IDS
Originally built as an online directory to rival the likes of Yell.com
Data owner of a comprehensive UK B2B Database
Compete directly against established / traditional data owners
No third party investment
Who are Intelligent Data

6. Data
Market Overview

7. Data Market Overview
5
£17 Billion
Recession hit after 2007
UK Advertising Spend in 2012
Revenue never been above 2007 level
2012 revenue figures exceeded 2007 level
Increase ad spend by 2.3% year on year
SOURCE: Advertising Association – Expenditure Report 2013

8. Data Market Overview
100.00
1,000.00
10,000.00
100,000.00
Cinema Magazines RegionalNewspapers NationalNewspapers
Millions
Millions
Direct Mail Spend reached £2.13bn in 2012
Businesses spend more on direct marketing than…
6
SOURCE: Advertising Association – Expenditure Report 2013
£213 Million
£1.1 Billion £1.4 Billion £1.53 Billion

9. What
Industries are
spending

10. What Industries are spending?
8
Government £555
Retail £1,278
Financial £1,333
Industrial £1,491
Services £1,803
Durables £1,907
Consumable £2,437
Government
Retail
Financial
Industrial
Services
Durables
Consumable
(millions)

11. Direct marketing spend distribution?
9
Data Brokers Mailing Houses Creative Agencies Data Bureaus Printers
Marketing Consultants Advertising Agencies Response Management Data Owners

12. Why more companies???
12
Niche Markets
More Personal
Service
Increase Budgets
GrowthBuoyant Market

13. Why more companies???
LUCRATIVE
10

14. Why more companies???
11
Why
Diversification?
Dive rsi fica tion

15. What
About the data

16. What is the value of DATA??
Value
Increased
DATA DATA
14
DATA

17. What is important about DATA??
15
& AccuracyQuality

18. Must look for quality
16

19. Cleaning Cycle
17
Monthy
cleaning
cycle
170k Calls per month
170,000 verification calls
8TOP Directories
8 top online directories
9
Top 8 online
directories
170K
Calls per
month
Royal
Mail
London &
Edinburgh
Gazette
Companies
House
DATA
Bureau
News &
Media
Whatsetsusapart:

20. How do we define accuracy?
19
MAIL
High Delivery Rates
TELEPHONE
Improves Accuracy

21. E-mail delivery rates
18

22. Buying Process
21
Design campaign
Creative ideas
Target audience
What medium
Your
message
ROI

23. What takes priority
20
Creative
DATA
Suppliers
Budget
Data Suppliers
Which supplier
Creative
Look and feel
Budget
How much can I afford?

24. Creative / Distribution
/ Management 90%
Data 10%
%Budget
CostsAllocated
22

25. Time Taken
60%
25%
10% 5%
% Time
Creative
Concept
Co-ordinating
Data
23

26. 25
Makes up smallest percentage of budget and time
Data is wholly owned and managed by IDS
Data ironically is the most important
If data is incorrect no one will see your message
Targeting is crucial
Quality of data has a direct correlation to ROI
The Data

27. 26
What guarantees do they offer?
% accuracy guarantee
split via channel
Check terms and conditions (all backed up)
Replacement policy / Processes involved to pursue guarantee
Data Quality Guarantees

28. 27
Poor quality
Data not targeted
Hidden costs
No expectation of performance
Not fully analysing ROI
Pitfalls of Data Purchase

29. 28
Centralise your database
CRM to manage your data and assist with updates
Adequate training of staff
Data Collection/verification on every call
Co-ordinated strategy at company level
Keeping your data up to date

30. 29
Information Commissioner
Preference Services
TPS and CTPS
MPS and FPS
Data Protection Act (4th principle)
Management and use of Personal Data
Legal Obligations

31. 30
IDS can audit your data and give recommendation for free
Advise on how to stay within legislation
Adequate training of staff
Append and update your current info
Provide customer analysis and targeted prospect recommendations
Free DatabaseAudit

32. Questions
NEXT
Coffee time