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Which supplier of business to business data is the best seems like a simple enough question. But a new study that compared five information sources offers complex answers.
"Years ago, when choices were limited, the world was either compiled or co-op database," Bernice Grossman, president of DMRS Group Inc., said about B-to-B data sources. "Before, we had title information, and maybe we had a name. But we could use a title and phone numbers and a mailing address to do our work."
Not anymore. With the advent of e-mail marketing, and with mobile marketing coming to the fore, communication choices have gotten more sophisticated and, according to a report Grossman and Chief Marketer contributor and consultant Ruth P. Stevens have authored, sources of B-to-B data have become Balkanized.
Grossman and Stevens analyzed business data on a wide set of criteria from Demandbase, Dun & Bradstreet, infoGroup, Jigsaw and NetProspex. For instance, all five were asked to state the number of U.S. firms they had within 10 industries....