No large-scale marketing data set is ever perfect. Here's why:
How the data works:
Contact information is often tied to when individuals originally signed up for internet or phone services at that address. If someone has moved and the data hasn't been updated by the original provider, you may receive details linked to the old record.
What this means:
Someone contacted may genuinely say "I wasn't searching for this" even though someone at their address/phone number was
Household records don't update instantly when people move
Phone numbers are especially prone to this (not validated like emails)
Our validation process:
Email deliverability via NeverBounce
Address accuracy verification
97% accuracy on names, emails, addresses
The right mindset:
Don't evaluate on individual leads. Evaluate on campaign performance. If your Cost Per Acquisition is one-third of your Customer Lifetime Value, the data is working. Some noise is expected... just like with any marketing channel.
We're continuously improving data accuracy. A live feedback mechanism is launching in Q1 that allows customer input to directly inform ongoing data refinement. This will enable faster identification and correction of edge-case inaccuracies over time. Until then, continue to report any inaccurate data to support as we use all feedback to improve accuracy.