How Can Your Data Make Your More Money?

When opportunity strikes, do you take it?

Andrews Wharton has developed our Active Deal Explorers List Rental Database that provides you a way to earn revenue from additional monetization of your existing data.  We are that opportunity!

Andrews Wharton (AWI) generates thousands of consumer leads across a variety of lead generation offers every month.  As is common with many lead generation campaigns, only a portion of those lead records will qualify or convert to revenue generating leads.  How do we generate additional revenue from the unused leads?

AWI also has a growing Data Brokerage business.  We supply consumer and business data to a variety of marketers across many industry segments, including but not limited to Financial, Catalog, Consumer Products, and Insurance.  These are marketers whose products, services, and offers are not traditionally part of the lead generation industry.  We have found that for many of these marketers the responsiveness of our recently generated leads performs very well for these marketers in direct mail campaigns.  This provides the ability to generate additional monetization from the consumer leads we have already invested in generating.

The good news for you is that our demand for this source of data is growing and we are adding new sources of recently generated leads to our list rental database.  The AWI product name is Active Deal Explorers, which aligns with how we see this data performing in these more traditional marketing campaigns.  We are now accepting a limited number of additional contributors to this database.

How Does the Process Work?

After a discussion with you about your lead generation data and initially confirming the type of data you would be able to contribute, the estimated monthly quantities, and any Compliance issues, we make a determination if your data would be a good fit.

We then request a data sample of your most recent consumer lead data.  This is usually a 25,000 to 100,000 record random sample of your last thirty (30) days of data.  We use the data sample to evaluate the quality and demographic fit of your data via data hygiene and demographic profiles of your data sample.  We make the results of this evaluation available for your review.

If we determine that your data is a good fit for our client opportunities, we have Data Licensing Agreement templates to cover the use of your data in our Active Deal Explorer product.  Our economic terms are based on sharing revenue we generate using your data with you.  Our standard revenue-share terms are a 50% revenue share with you.  If your data is performing for our clients this would usually be in the $25 to $30 per-thousand records range.

From an operational perspective we ask that you provide your most recent lead data on a weekly or monthly basis.  Our current and prospective client are interested in lead data generated in the last month (30 Day Hotlines in List Rental speak).  We house this data in our internal ADE List Rental database and we source code all records so that we know which data provider contributed a record, and when that record is rented to our List Rental client we can appropriately recognize and pay the associated revenue-share.  We extract the data for a client’s Order from our ADE database, or for some agency clients we allow them to house the most recent thirty (30) to sixty (60) days of data in their in-house list rental platform to facilitate their use of the data.  After we receive usage reporting from our ADE List Rental clients we invoice them, and when they remit the payment to AWI we pay our ADE data contributors on a monthly basis.

How long before you see revenue?

Keep in mind this data is being used for direct mail campaigns.  List cutoff/delivery dates for campaigns may be as much as 30 days out from when our client places an order.  After the list cutoff/delivery date our clients will run a merge/purge of all the lists they have ordered for a campaign and then be able to report usage to AWI.  We work diligently to make sure our ADE list is fairly placed in the merge/purge list priorities.  Factoring in the normal direct mail campaign processing time, it may be sixty days or more before AWI sends payment to you.