List Research & Development

Understanding the nuances of securing and compiling list sources is more science than art, requiring a disciplined approach to thorough research and testing. Scientists in the 1950's thought that they had cracked the code on computers and how they work, but just think how far our computer science has advanced in just the past 10 years. When considering that 60% of the effectiveness of any direct marketing effort hinges on the quality of a list, great pains must be taken to clearly understand the various dimensions of the target audience. Audience insight must go far beyond the demographics or the "firmographics" in the case of B2B models to understand the target audiences' interaction with an organization's product or service offering.

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