Knowing your lists is really about experience and knowledge.
Consumer lists, for example. What’s the best list route to take: old-style big lifestyle lists, tele-surveyed lists, transactional data pools, or data ‘alliances’? The answer to this question and the greatest benefit of data, as a media option, is that it can be tested in small quantities. As long as a robust test matrix is constructed, testing can determine not only which lists work the best, but also the most effective creative options. The winning creative should become a ‘control’ item and tests continue.
Careful testing before roll-out will prevent wasted budgets in the longer term. Every direct marketing campaign should be seen as being a test against which results are evaluated and changes made to future activity.
Nor should data buying be seen purely in terms of offline targeting. Data is increasingly relevant to online Display Networks and Social Media. Wow is currently using data driven niche targeting to construct digital strategy for several clients. We can only see this area of expertise growing.
Thus, whether it is for a direct mail campaign, an e-broadcast, outbound tele-sales, display banner campaigns, or Facebook activity, Media Wow is a direct response specialist with the expertise to select the most appropriate data sets.
As well as expertise in B2C data, Media Wow has extensive experience buying B2B lists and, in this arena, knows that making the right selections (e.g. SIC, company size and/or turnover, named individuals and/or their job functions etc.) is key to an effective outcome to any campaign.
In summary, Media Wow can give any data-driven campaign a head-start by utilising previous experience to identify the most likely data sets to work. Wow also knows how to test using robust methodologies to produce readable and effective results.