Introduction to marketing data

Anyone who has done marketing at scale has heard these questions before: How did you get my name? Who gave you my number? How can I stop all the advertising? They are common questions from people who are frustrated with solicitations or, in some cases, are ornery by nature. Regardless of the attitude or tone used to ask the question, it deserves an answer. Despite the rumors, marketing data does not just appear from thin air.

Seven sources of marketing data

• 1. Businesses that you buy from

Marketing data, whether it's the name and address of an individual consumer or a business primarily comes from you and the other people that buy things from a business.

• 2. Cooperative databases and social networks

Successful companies will often share their data with other companies. In exchange for letting someone else see your data you get access to their data and their relationships.

• 3. Licensed Data

Some companies will license their data to other companies in exchange for licensing fees. Most credit bureaus and market research companies will license data to third parties.

• 4. Lead Generation

Companies like BankRate or LendingTree specialize in generating interest in certain types of products through online forms, telemarketing, direct mail, or social media.

• 5. Compiled Public data

Public and government sources are some of the most obvious sources for compiling marketing data about businesses and consumers.

• 6. Compiled online data

Data disclosed on public facing websites is increasingly becoming a common source for compilers to collect data on consumers and businesses alike.

• 7. Compiled Telemarketing data

Many traditional data compilers will call companies to ask questions about your business to collect information.