REPORT: Edith Roman, ALC Among Highest-Rated in Data Card Quality for Q1 '09

NextMark Inc's database sees double-digit improvements and 11 list managers with a perfect score.

By Chandra Johnson-Greene
Wednesday, April 8, 2009

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Direct marketing tool provider Nextmark Inc. released its first quarter 2009 Data Card Quality Report today, which found 17 companies in its list database making the top 50 for their respective categories, double-digit improvements in the 500+ category, and 11 companies that achieved a perfect score (100) on every data card.

The top list managers for data card quality with 500-plus titles included Edith Roman & ePostDirect (with a score of 99.9), ALC (99.8) , Statlistics (99.3), Macromark (97.2) and Worldata (96.5). Macromark, Worldata, Paramount Lists and Compiled Solutions all saw double-digit improvements during Q1. The top list managers with 250-499 titles included Complete Mailing Lists, Lighthouse List Company, List Bargains, The List Experts and Media Source Solutions, which all scored a perfect 100.

The top list managers with 100-249 titles included Integrated Business Services (100), eTargetMedia.com (100), Charles Moore Associates (100), Marketing Advisory Group (99.5) and W.S. Ponton (99.3). The top list managers with 50-99 titles included Political Fundraising Lists (100), 1TouchMarketing (99.4), NCRI List Management (99.2), Profile America List Company (99.1) and Quantum List Marketing (97.5).

"While it is important not confuse data card quality with list quality, list brokers rely on data card updates for delivering reliable recommendations to their mailer clients,” Scott Chilcutt, VP, NextMark and head of the Marketing Information Network (MIN) list services operation, said in a statement.

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.