COMPANION TO THE INSIGHTS PROFESSIONAL'S GUIDE TO EXTERNAL DATA SOURCING
This report provides business insights pros with an overview of the options for sourcing external data and complements Forrester's companion report on best practices for data sourcing.
There has been an explosion of data across these three building-block categories — "person" (natural or physical), place, and thing — and of new players that bring this data to market (see Figure 2).
Figure 2: Data Proliferates Across All Three Categories Of Data: "Person," Place, And Thing
New Sources Join Traditional Providers To Offer A Wealth Of Data
Others aggregate data from other providers to create more-complete offers. Allant Group appends consumer features to existing data sets by filling gaps with best-of-breed sources: one source has better age data than others, while another might be better for income. These additional features replace weak assumptions about general buying profiles to improve coverage and generate uplift in marketing models.