When researching customers and prospects, there is a common paradigm to wealth intelligence: First, quality of the data is the key. Second, the more data the better. And third, trust but verify. In essence, you need a comprehensive and searchable database that will support deep and meaningful wealth research—on individuals, companies and foundations. The challenge when using data mining lies in determining the answers to these three key questions:
While data is typically gathered from a variety of business directories, real estate databases, donation lists and other sources, the challenge of building an accurate, easy to use and searchable database lies within the amassing and scrubbing of data so it can be transformed into a meaningful and easily searchable form. When this is done without proper attention and focus, the data can be inaccurate and misleading, resulting in an inaccurate assessment or wealth profile. It’s this attention to detail that differentiates vendors and results. That’s why not all wealth intelligence providers are the same, especially when it comes to offering current, reliable data.
WealthEngine draws insight from nearly 60 data sources, including both actual sources used in our wealth intelligence platform, as well as sources used to influence the development of our proprietary ratings and scores. Within the platform, WealthEngine uses three distinct types of data (regulatory, voluntary, and statistically modeled) to create an accurate profile of wealth.
As WealthEngine builds wealth profiles, we report accurate wealth attributes like income and net worth, boat and airplane ownership, stock transactions, real estate holdings and transactions, political and charitable donations, private business ventures, and more. We provide information on more than 16 million private business owners and company executives who account for a significant portion of wealth in America, to give you a complete, actionable profile of your customers and prospects. Additional information on lifestyle, interests, buying behavior, demographics and more can be appended to help you build effective business development and marketing programs, such as targeting customers with a new solution or developing focused messages based on insight into an individual’s wealth or change in wealth.
Every time you screen a record through WealthEngine it runs through our data sources via Loop Analysis, a proprietary technique that ensures no data is missed, and is matched against hundreds of wealth attributes. The matched information is then used to calculate detailed scores and ratings which you can leverage to pinpoint your top prospects and execute more successful marketing and business development programs.
Understanding how your service provider gathers data, the sources utilized, and how it is organized is just the first step. Having a system that has the ability to correlate diverse data records and deliver it in an accurate and intuitive way is also important. But marrying this data with the information tracked in your internal systems is the key to continually identifying more prospects and generating new business. For example, the individual’s customer history, how they learned about your business, previous marketing campaigns and programs they have been included in, conversion rates, as well as demographic data such as the customer type or segment should be leveraged when applying analytics to prioritize your entire database or prospect list, and to develop your overall data-driven marketing and business development strategy.