There has been a lot of talk about data and a data base.  How do you value the use of data and what is the return on an actual database? 

There are three levels of databases. Those that have a non-contact component which are generally subscriber based e-mail databases; the next is a part-contact database which involves being able to phone individuals; and the third is a full-contact database which are people that are known one-on-one and their history is also available to recall. 

A non-contact database is generally quite big.  It works on a percentage return of about 3%.  So if you send out 100 e-newsletters you may get an enquiry back from 3 people if they are interested in the product or service that you offer.  

The part-contact database is generally one that may be used by a telemarketer who makes contact directly to try and get an appointment with a potential prospect.  The return on appointment is generally between 6% and 8%.

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