Lists: Ten Things to Consider About Consumer Prospect Databases

10. Analysis and performance: “When we talk about prospecting,” Gray said, “we’re taking a prospect-centric view about targeting circulation planning. If my core is staying stable, how do I evolve it going forward? It’s not an easy bridge from prospect modeling.”

What’s more, pay close attention to DNS rates. Make sure there isn’t a grassroots campaign to stop direct marketing. “If this is the way the industry can go,” she said, “then we’re talking about each of the independent marketers doing their own prospect databases. So we don’t want to go down that slippery slope without anyone auditing what we’ve been doing.”