Data Decay

This page describes 'data dec' as a concept, which is applicable when it comes to lead data or disputed meeting outcomes, and goes hand in hand with the concepts of 'purported' and 'verified'.

Definition(s)

• Data Decay refers to the idea that just like cars, houses, and physical items decay and break down, so too does data. Specifically, lead data.

• Imagine God gave you a spreadsheet of Leads and told you, 'This is the perfect lead list, since I am God. Every single column and row in this spreadsheet has 100% accurate data. It has all the perfect Leadsfor you to close sales. Every phone number, name, email, and company association is accurate. I even included some personal icebreakers by reading their minds today and figuring out what was on their mind this week. You should start your pitch with the icebreaker."

  • How valuable is this list today?

  • How valuable is this list 1 month from now?

  • How valuable is this list 6 months from now?

  • How valuable is this list 5 years from now?

Examples of Real Reasons Why Data Decays

• Lead gets married, changes last name ⇒ last name on God's spreadsheet is no longer accurate

• Lead changes jobs ⇒ work email address and company no longer accurate

• Lead changes roles at a company ⇒ work email address is accurate, but title no longer accurate

• Lead gets a crazy stalker, changes their phone number ⇒ phone number no longer accurate

Implication of Data Decay on Lead Data

• Lead Poolsmust be refreshed by Customers on Campaigns, or conversion rates will go down.

• B2B Lead Data Provider platforms all have internal SLAs/data refresh rates. These platforms invest R&D and engineering resources into ensuring that the databases they sell are reasonably kept up to date. However, the frequency and algorithmic methodology by which they refresh data is often a black box/opaque.

  • Try it out for yourself: Ask a sales rep at Apollo, Cognism, or Zoominfo what's the mathematical rate at which they internally refresh their data to avoid data decay. 100% of them will not know the answer or say "I'll have to get back to you on that".

• Between the two options:

  • A. Pull/build a list of 120,000 contacts at once and assume you're set for the entire year

  • B. Pull/build lists on a monthly or weekly cadence in smaller batches of 10,000 a month

  • Option B is always better if you have the resources staffed to do this.