Prospect data makes a huge difference to your marketing success. The better the data, the better the results will be – more engagement, more leads and higher conversion rates.

But the difference between prospect databases is enormous. Some marketing departments have continued to use second-rate data for years, without realising there were much better alternatives available, often costing the company thousands if not millions of pounds in lost revenue.

Unfortunately many data suppliers still supply prospect lists padded out with records that are not-relevant, out-of-date or ceased trading. While these data lists are cheap to buy it means your marketing is not only ineffective but can be harmful to your brand – mailing someone who died 12 months ago is not good business.

The key to spotting ‘Dodgy Data’ suppliers is to look a little deeper. It isn’t about being the biggest or longest established – Nokia have been supplying mobile phones for decades, but wouldn’t you rather have an iPhone ?

Check out the company’s credentials. Are they accredited members of the Direct Marketing Association (DMA) or trade bodies such as the GGF (Glass and Glazing Federation)?

How effectively do they update their records? Some data providers are nothing more than a telesales person in the corner of an office, but what happens if they can’t get hold of the company? Sometimes a record can go for years without being updated, but it’s still on the database.

How fresh is the data? Don’t be fooled by ‘online systems’. Anyone can upload a data file to a website – but was it refreshed today, or six months ago? Selecting a data provider that provides real-time data means you’ll always be working with the freshest, most relevant information which will dramatically increase response rates.

Insight Data has invested over £250,000 in the last year alone on research and has 7 different methods of updating and verifying its database, including live feeds from credit reference agencies and a state-of-the-art call centre making over 20,000 research calls a month. It is updated more frequently than any other database, which means your marketing delivers up to 5 times better results.

Using old-fashioned data suppliers and prospect lists is a false economy, even if they appear to be successful or moving with the times. As the saying goes; “you can put lipstick on a pig, but it’s still a pig”.