B2B Marketing Databases Completeness, May 2014 [CHART]

Of the more than 61 million records analyzed, only about 1 in 8 contained completed industry, employee and revenue fields, data types that NetProspex reminds are crucial for segmentation and targeting. Moreover, almost two-thirds of the records lacked a phone number. Despite that, the “average health scale rating” of 3.2 (on a 5-point scale) across the databases was an improvement from last year’s rating of 2.7, largely due to a methodological change that resulted in a significant improvement in the assessed health of phone records. Source: NetProspex [PDF]

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