- Ask where the data came from and what permission the consumer gave.
- Ask how old the records are and how often the database is updated.
- Ask for fill rates on the fields you need, not just a total record count.
- Start with a test order, and get the replacement policy in writing.
Two data files can look identical in a spreadsheet and perform completely differently in a campaign. The difference lies in things you cannot see in the columns: where the records came from, how old they are, and how they were maintained. These eight questions bring those things into the open before you spend money.
1. Where does the data come from?
A provider should be able to describe how its records are collected. Vague answers are a warning sign. You are looking for a clear account of the sources and of how consumers end up in the database.
2. What permission did the consumer give?
Ask whether the data is permission-based and what that permission covers. Consent to receive email is not the same as consent to receive phone calls or texts. The answer determines which channels you can use the data for. See our explanation of what opt-in data means.
3. How old are the records?
Contact data decays as people move, change numbers, and abandon email accounts. Ask when the records were collected and when they were last updated or verified. Older data can still be worth buying at the right price, but you should know what you are getting.
4. What are the fill rates?
A file of 100,000 records is not much use for a calling campaign if only a fifth of them have a phone number. Ask what percentage of records include each field you need, and whether you can order only the records where those fields are present.
5. How are duplicates and invalid records handled?
Ask whether the file is deduplicated before delivery and whether email addresses are validated. Also ask whether the provider will suppress your existing customers and your opt-out list, so you do not pay for people you already have or must not contact.
6. Can I get counts and a sample first?
A reputable provider will run your criteria and tell you how many records are available before you commit. Many will also let you start with a small test order. Testing is the only reliable way to judge a source, so be cautious of anyone who insists on a large first purchase.
7. How will the data be delivered?
Find out the file format, the delivery method, and whether the layout can match what your dialer, CRM, or email platform expects. If you need records as they are collected, ask whether real-time delivery or an API integration is available.
8. What happens if the data is bad?
Ask about the policy on invalid records: disconnected numbers, bounced emails, and duplicates. Get the answer in writing before you order. A provider that stands behind its data will have a clear answer.
Warning signs
- Prices far below everyone else's, with no explanation.
- No clear answer about sourcing or permission.
- Refusal to provide counts or a test order.
- Promises of guaranteed response or conversion rates.
- No policy on replacing bad records.
A note on compliance
Buying data does not transfer responsibility for how you use it. Email, telephone, and text message marketing are each governed by their own rules, and those rules vary by channel and by jurisdiction. Check your campaign against the requirements that apply to your business, and take legal advice where you are unsure.
Ask us
We are happy to answer every question on this list. R1D Media Group has more than 20 years of experience in data and lead generation and supplies data leads from a permission-based database. If you are new to the subject, start with what data leads are.