REPORT: Data Card Quality Improves in Q2 ‘09

Edith Roman & ePostDirect achieves its first perfect score, while Millard Group's score improves by 16.2 percent.

By Chandra Johnson-Greene
Tuesday, July 14, 2009

Direct marketing tool provider Nextmark Inc. recently released its second quarter 2009 Data Card Quality Report, which again found Edith Roman & ePostDirect in the top spot, but this time with a perfect score in the category for list management companies marketing 500+ data card titles.

Complete Mailing Lists also received a perfect score of 100 this quarter, while moving up to the 500+ category from the 250-499 category. ALC (99.9), Millard Group (99.9) and Statlistics (98.7) round out the top list managers in the 500+ category. Companies in this category that saw the most improvement from last quarter include Marigold Technologies (+25.1 percent), Manning Media International (+19.3 percent), Millard Group (+16.2 percent) and Walter Karl (+7.2 percent).

The top list managers with 250-499 titles include Lighthouse List Company, List Bargains, Dunhill International, Media Source Solutions, The List Experts and List Connection, which all received a perfect score. The most improved companies in this category include Fred Wool List Company (+15.2 percent), TMA List Brokerage & Management (+7.2 percent) and Byrum & Fleming (+2.7 percent).

The top list managers with 100-249 titles were Integrated Business Services, Complete Medical Lists, Political Fundraising Lists and eTargetMedia.com, which all received a perfect score, while NCRI List Management (99.9), Profile America List Company (99.9) and Options Media Group (99.3) were at the top of the 50-99 titles category.

The data card quality score is calculated by electronically analyzing more than 74,000 data cards. For each data card, a proprietary algorithm first rates the quality of 13 key attributes. Then, the score (0-100) for the data card is calculated using a weighted average of the 13 attributes. The list management company's quality score is the average score of all data cards in their portfolio.