INTERNATIONAL MARKETING: Data's Eurovision
We investigate the challenges of collecting international B2B data
Traditionally, there have been problems attached to gathering data from a number of European countries. It is time consuming and because data arrives in varying formats and is collected according to different criteria, it is difficult to assess quality.
However, over the past three years EuroContactPool (ECP) has been compiling a pan European database with a view to iron out these irregularities. Says ECP's sales director Hakan Axelsson: We are approaching several countries using a standard database model to make the process and selection the same across all countries, so that the data looks consistent.
The company is choosing one partner in each country and quality is crucial. We have been in the business 25 years and have selected by reputation, our own experience and other people's, he says. We have surveyed the way each company works to ensure sources are compatible.