FAQ

 

 

What is a database?

A collection of data about consumers or businesses that has been collected on purpose (e.g. from surveys, telemarketing activities and so forth) in order to be processed and sold – e.g. as a telephone book, marketing database.

What is an address list?

An internal database of a company’s customers, club members, magazine subscribers, telecom customers, loyalty program participants and so forth (e.g. a list of book club customers). Using another entity’s address list makes it possible to reach groups of people profiled by particular activities with one’s own message.

What is a B2C database?

B2C (Business-to-Consumer) – a consumer database containing the data of private persons. In addition to contact and personal data, it main contain information concerning interests, age, sex, needs, purchase activities etc.

What is a B2B database?

B2B (Business-to-Business) – a database that contains information about companies and institutions. In addition to contact details, it usually contains information about the sector, number of employees, legal form and names of the main decision-makers in the company.

How much does a database and each record cost?

The prices of databases are determined individually for each client. Several factors affect the unit price of a record, including the volume of the database ordered (the more records you want to use, the lower their unit price), the selection criteria you decide upon (the more criteria, the higher the price of the record), the way they are used (single use, multiple use, licence). As a broker we follow vendors’ price lists, and because prices vary between vendors, it’s necessary to price each database we put together in terms of the specific query.

How does single use differ from multiple use?

• Single use – a licence to conduct a single marketing campaign (allows for a single, effective contact with each person or company in the database)
• Multiple use – a licence to conduct a specified number of marketing campaigns using the given database
• It is also possible to grant a temporary licence – e.g. for a one-year period – that allows the client to conduct an unlimited number of marketing campaigns on the given database during the stated period.

How is the proper use of databases controlled for?

Every database contains so-called control records. These are records that contain the data of private persons or companies. These persons or companies then send us information about the mail offers and telephone calls they received, which gives us a view of how the database is in fact being used. Most often the number of control records constitutes about 0.1% of the database provided.

Format in which databases are provided

The client decides the format in which databases are provided. Most often they are furnished in electronic form in Excel, Access or TXT, CSV; also, in the case of promo-Post Direkt services, in a printed version on self-adhesive labels that can be affixed directly to the correspondence.

What are geocodes?

Geocodes are geographic coordinates X and Y that can be ascribed to the addresses in a database. Thanks to the geocoding of records, the information from the database can be pictured on digital maps, for instance, in order to choose the best location for a new sales outlet or assess market potential.

Deduplication (Merge Purge)

An IT process that leads to the elimination of duplicate records (so-called doublets) inside a database or during the merging (compiling) of two or more databases.

Doublets

Records containing the data of the same persons or entities appearing multiple times in one or more databases, identified during the deduplication process.  

Target Group

The identified group of recipients of a message, for whom the promotional/ advertising/ research campaign is prepared and executed.

Lifestyle database

A consumer database of individuals which, in addition to basic data (such as first and last name, address), contains information that enables us to determine their preferences and lifestyles. Examples: information about the person’s car make/model, age, number of children, occupation, home, purchase and borrowing plans, interests, travel etc.

Listbroking

Playing an intermediary role in selling lists of addresses to external companies, which use them for their own marketing/sales campaigns.

Record

A serialized set of data pertaining to a selected company or person included in a database. It can contain basic data (e.g. name, street, postal code, locality, phone number) and/or extended information (e.g. age, education, sector).

Segmentation

Division of a group of customers into segments – i.e. sub-groups – which have certain characteristics in common. Segmentation makes it possible to match marketing messages and successive offers to the profiles of particular sub-groups.