Assessing Your Marketing Database

There is no such thing as an “optimal” number of contacts in a database. More contacts doesn’t always equate to a better database, especially if numbers are inflated due to poor quality. Gauging appropriate database size is a function of defining the relevant universe of potential contacts, then comparing quality and volume levels against that goal.

Just because the job of building a best-in-class database never ends doesn’t mean that marketing shouldn’t be taking steps to continually assess its progress. In this report, we describe how to use database size and quality as proxy measures of success, and how contact growth and accuracy can be enhanced.