Workflow
Measuring contact data quality from sales intelligence tools
Do not judge a data source by its marketing. Measure it: take a sample, verify it, and track the same four numbers every time.
Example
A sample file (fictional data)
| source | sample | valid | role | catchall | invalid |
|---|---|---|---|---|---|
| source_a | 200 | 150 | 20 | 15 | 15 |
| source_b | 200 | 120 | 30 | 20 | 30 |
Illustrative numbers for the layout only, not a measurement of any provider.
Four numbers per source
Valid, role, catchall and invalid shares on a fixed-size sample. Repeat on the same schedule so you can see drift, not just one snapshot.
Turn it into a decision
Cost per valid contact is what you pay divided by the valid addresses you got. Compare sources on that number and on how many valid addresses are unique to each.
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