Finding the Right Data Resource: Asking the Important Questions



V.  Advertising or direct marketing agency.

Advertising agencies over the past few decades have increasingly developed expertise in database marketing, especially those agencies who consider the entire gamut of marketing communications part of their service delivery. Here are a few questions to ask of your advertising or direct marketing agency to see if they are up to the task:

  1. How are you positioned to support the strategy and implementation of a database marketing design for my company?
  2. How would you approach the problem?
  3. What department or individuals within your firm have this expertise?
  4. What references do you have of companies our size and in our industry?

VI.  Analytics consulting agency or analytics consultants. 

The rise in big data has seen a host of analytics consultancies pop on the scene.  Many of these were founded by individuals with expertise in statistics that have learned to apply their craft to marketing situations.  The agencies vary in size and often specialize in particular statistical problems such as pricing, propensity, or product analytics.  Ask these key questions:

  1. What is your area of expertise?  How are you qualified for marketing analytics?
  2. What references do you have?  In this industry?  With companies our size?
  3. What was the outcome of the analytics provided? How were these outcomes measured?
  4. Will you share your statistical models? For example, will you tell us which variables are most predictive?  Or are your models proprietary?

No matter what resource you choose to help with the various data challenges you face, remember that the No. 1 quality you are looking for in a resource is integrity.  Choose wisely.

Related articles:
6 Keys to Managing Data in a Global World
B2B Data-driven Marketing: 7 Strategies to Gain Small Business Leverage
B2B Data-driven Marketing: What Is It and Why Is It a Challenge?
The True Value of Data

Theresa Kushner
Theresa Kushner
Theresa Kushner is a self-styled data-vangelist who brings her passion for all things data into her consultancy. Having held positions in F100 companies for most of her career, she now dedicates her time to helping start-ups and small/medium businesses scale using their customer information. She applies the skills she acquired as an executive at Dell EMC, VMware, Cisco Systems and IBM to help leaders apply data governance and 21st century data management techniques to their business intelligence and advanced analytics programs. She helps companies determine whether they are ready to take advantage of advanced techniques such as artificial intelligence, machine learning and robotic process engineering. She also helps guide companies in using more effectively for customer experience the data they collect on a daily basis. Ms. Kushner co-authored “Managing Your Business Data from Chaos to Confidence” with Maria Villar in 2009 and 2015 collaborated with Ruth P Stevens on “B2B Data-Driven Marketing: Sources, Uses, Results.” Ms. Kushner is a graduate of the University of North Texas where she received a Master of Arts in Journalism. She serves on the Advisory Boards of UNT Mayborn School of Journalism as well as

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