Data Strategy

July 31, 2009

A few weeks ago, Alex Attinger was called by David Reed on the topic of lead generation. David is probably the leading UK journalist on all issues data-related and it was a privilege to be asked to comment on the issue for his magazine, Data Strategy.

Here’s what David wrote:

At digital marketing agency and lead generation company Attinger Jack interactive, managing director Alex Attinger sees the issue from both sides, as both a data supplier and a buyer. “There are questions that need to be asked, such as asking for case studies and testimonials to give peace of mind,” he says.

His own lead generation business gets agreement from its clients who act as references to new prospects, for example. Attinger also advocates small-scale testing, typically of several thousand records, to check the quality and performance of data.

Ultimately, there is nowhere for suppliers to hide once data gets to work. As Attinger notes, “there are cowboys out there. But that will change as budgets are being squeezed.” To keep a share of the action, data owners need not only to provide recency, but also decency.