Be a Good Data Steward

Data Procurement
When sourcing data for list rental or other business activities, the first thing to ascertain is who collected the information and is it a company that’s trustworthy. Ask for documentation, says Isaacson, that indicates the firm has done all the due diligence possible to acquire its data in an ethical and responsible manner. And when it comes to the where, what and how of data collection, he cautions marketers to remember there are two playing fields to evaluate: offline and online.