Mark Patron
Database Marketing Consultant
Precision Marketing,
20th August 2004
Prospect data benchmark launched
Former Claritas and Abacus chief Mark Patron is joining forces with
financial services forum Tank to launch a benchmarking system for
prospect data.
The National Prospect Pool Database Benchmark aims to raise industry
standards and establish best practice. The service will measure data and
help companies to raise performance levels in an area which lacks
standards, according to Patron and Tank founder Sean Larrangton-White.
Prospect pool data is worth up to £100m a year in the UK. According to
the benchmark's founders, little is known about the efficiencies and
effectiveness of the processes.
tool will enable users to know, rather than guess, the cost and
effectiveness of their data pools, and give them an overview of industry
practice.
Larrangton-White comments: "Prospect pools are increasingly important,
as the availability of cold list data is diminishing and responses
decreasing - so best practice is essential."
The tool can also be used to enhance warm prospect databases. It will be
implemented across all industry sectors.
The venture is being sponsored by ClarityBlue.
Larrangton-White adds: "We are teaming up with Patron for the service as
there is no one better placed to carry this out. He is one of the
founding fathers of the UK prospect pool database industry."
For more information about Tank go to www.tankgroup.com
..............................................................................
www.markpatron.com
+44 (0)7810
640 888
markpatron@blueyonder.co.uk
4 B Cleveland Gardens, Barnes, London SW13 0AG
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