Claritas PRIZM Premier vs D&B Hoovers

• Segmentation.
• Media targeting and buying.
• Behavioral research.
• Purchasing behaviors.

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• Hoover's has good information architecture in one sense that allowed you to keep track of where you have looked and also add anticipatory links for things you might like to research or know.
• It was great for finding a more complete picture of the companies history.
• It was helpful for piecing together contact information for people you may not have known worked there.

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• I would like better projections for micromarkets, such as non US Census metro areas.
• Organic segmentation can be very time consuming, but it always is.

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• We should be able to "exclude" words from titles or company names
• Able to access titles and email addresses more easily - not look at list first, select find matching contacts button, then go back to sort to add titles contain and email addresses, etc. This is a two-step process to get what I need.

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• Definitely a return on investment. We have been able to make much better use of our media buys. We have seen conversion rates skyrocket because of the targeting we were able to do.
• Our media buys were much more cost efffective. An example is the TV listing pages of the newspaper was cheaper than the front page for certain segments.
• It has helped support expansion into a new market for our health insurance products.
• We are able to design products based on the populations needs and behaviors rather than what someone heard.
• We were also able to map risky health behaviors across our service area and target the unhealthy by zip code.

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• Honestly cannot say we really drove any new sales using D&B Hoovers to prospect new companies and leads. We obtained higher data quality with other tools like ZoomInfo and Skrapp.
• A year long contract that isn't honored on their side due to lack of customer service and poor data quality definitely does not equal ROI.
• Spent significant time sanitizing and cleansing inaccurate data provided by their service. Since time is money in business, that was a loss in that aspect.

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