Warning! Here’s just how useless “Britain’s leading data experts” are

They can’t spell and they write to a long-dead firm: would you give money to these comedians?

Do you ever rent lists?

I am regularly asked if I know of anyone who supplies good ones. I invariably pass the query on. I cannot recall coming across anyone any good for a while.

But one name I would never recommend is that of Peter Murray who says “we are the UK’s No 1 B2B data provider”.

If so, God alone knows how bad the others are.

He writes: How to enusre Drayton Bird Partnership’s success in 2015. So he either can’t spell or can’t be bothered to check his emails before they go out.

We all make spelling mistakes, though. But if I were a data provider I would check my data. The Drayton Partnership has not traded for well over a decade.

In the past I have replied pointing this out – but  never received a reply.

What adds an additional helping of mirth is that they – whoever they are – are part of The Intelligent Data Group.

Maybe they should “rebrand” as Illiterate Data Group, since they also have a crosshead reading “75% of business waste on average 14% of their revenue on bad data every year which equates to £198m!”

But they also point out that “Using old or out-of-date data cost businesses thousands in lost revenue and unproductive time and therefore it is critical that your data is accurate and up-to-date.” The little “s” after cost got lost somewhere along the way.

I certainly wouldn’t trust them to “Update and remove inaccurate data on your list” as they suggest. But maybe the first step in the right direction is, don’t use them.



About the Author


In 2003, the Chartered Institute of Marketing named Drayton one of 50 living individuals who have shaped today’s marketing.

He has worked in 55 countries with many of the world’s greatest brands. These include American Express, Audi, Bentley, British Airways, Cisco, Columbia Business School, Deutsche Post, Ford, IBM, McKinsey, Mercedes, Microsoft, Nestle, Philips, Procter & Gamble, Toyota, Unilever, Visa and Volkswagen.

Drayton has helped sell everything from Airbus planes to Peppa Pig. His book, Commonsense Direct and Digital Marketing, out in 17 languages, has been the UK’s best seller on the subject every year since 1982. He has also run his own businesses in the U.K., Portugal and Malaysia.

He was a main board member of the Ogilvy Group, a founding member of the Superbrands Organisation, one of the first eight Honorary Fellows of the Institute of Direct Marketing and one of the first three people named to the Hall of Fame of the Direct Marketing Association of India. He has also been given Lifetime Achievement Awards by the Caples Organisation in New York and Early To Rise in Florida.

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