Data Cards: An Indispensable Tool

Be sure your brokers call for the latest counts. Also look at the type of count you’re given—the data card might depict an entire file or break the file into most recent buyers (hotlines), or buyers vs. inquirers.

• Profile: A profile describes the characteristics of the names on the list, such as gender, level of education, age, presence of children, method of payment, any business affiliation, etc. Also, the company whose goods and services were purchased is described. This information helps establish synergy between a potential list renter’s offer and that of the list owner. But, the profile allows room for self-serving copy. Ensure that the profile copy is backed up by factual data.