SRDS Makes Data Quality Improvements
In the last year, SRDS, Des Plaines, IL, has increased the number of lists in its Direct Marketing List Source Directory and online Direct Net service by 30 percent, to more than 24,000 lists, and brought back information on lists not currently on the market. Direct Net carries a higher percentage of compiled lists than the print version.
SRDS now offers its Listing Access Service, which allows clients to view all of their listings online to verify that they are accurate and up to date. Like Direct Net, clients must enter a password to view their data. Instructions for obtaining a password are available at www.srds.com. Data cannot be changed online by users but the service gives them a more timely way to check published lists than waiting for carbon copies of List Directory pages. Changes must be faxed to SRDS and are updated daily.
The Listing Access Service is the most visible sign of the company's ongoing effort to improve the quality of its data. A new dating system has been put in place that includes verified dates, counts through dates and update dates so users can assess the quality of SRDS data as they are examining entries.
SRDS also has hired additional staff to carry on correspondence with list owners and managers to audit records and help the directory provider attain its goal of representing 100 percent of all managed lists on the market.
"We want to be as current and helpful to the brokerage market as we possibly can be," said Mary MacLaren, senior director of data acquisition. "The [Listing Access] system is there to make it easier for list managers and owners to be assured and confident that SRDS has its data right without using a lot of paper."