Lists: Maximum Help From Limited Resources

Plus, multichannel marketers historically depend on their list firms for research. There are many out there, for example, who are unaware of how dramatically their own lists are changing as a result of multiple channels, as well as the extent to which the lists they use can generate new business. A list that a marketer may have rented for years might have gone from 5 percent online-generated to 95 percent online-generated in the past few years, affecting
results dramatically.