Lists: Ten Things to Consider About Consumer Prospect Databases

Specifically, a prospect database is a client-specific database comprising multi-sourced, agreed-use, non-proprietary consumer records, such as vertical response lists, that marketers use for planning, executing and tracking or measuring new customer acquisition efforts.

In setting the stage for her presentation, Gray noted that the key drivers for improved prospect databases include list fatigue, a lack of new names on the market, shortened lead times and timely campaign management, among others.