As all but the largest in-house users are unlikely to be able to afford the annual licence fees for more than one or two reference files, this means
“If a client wants some extra matching work against other files then it’s there if they need it – and it’s most used by small bureaux.”
Graham Clark, Sales Manager, helpIT Systems.
less commonly-required reference files are there to be used if needed.
“If a client wants some extra matching work against other files then it’s there if they need it,” notes Graham Clark, Sales Manager at helpIT Systems. “It’s most used by small bureaux.” Clark notes that this approach helps support in-house processes: “There’s no need to farm it out to a third party,” he says. “We’re not trying
to compete with the likes of Intact, this offers our clients more choice in reference files and increases the effectiveness of our software.”
CONTINUAL DEVELOPMENT With high-speed Internet connections becoming both cheaper and faster, it’s hard to see what can stop these sites becoming the standard route through which many more marketers buy their services. Meta-morphix reports that online sales as a proportion of its revenue have shot from three % up to 20% in the last year. However, the largest amounts of data are and will continue to be processed offline whether in- house or at a bureau: up- and downloading a 40million record file is going to take a fair amount of time though the chief concerns aren’t really about volume. Some clients simply have to process their own files onsite due to security worries or a corporate data policy that recognises the potential benefits of investing in a full in-house solution. There’s also a limit to the complexity of
online processing because of the effort needed to translate tasks like multi-file merge/purge into an
understandable web-based process. “With multi-file dedupes are tricky,” says Salmon. “The hierarchy, which source files to take which field from or stripping out characters from fields to prepare data for processing, it all becomes quite complex and it’s hard to get that out of the bureau and onto the web. “It’s not about file size,” he concludes, “it’s about the complete understanding of what’s required on the part of client and supplier.” n
www.dmarket.co.uk
July / August 2010 39
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44