Oscar Research's Adam Parker publicises 'public sector data'

by MarketingFile 20. August 2013 14:39

Choosing the most suitable direct marketing list for your marketing campaign can be a daunting task, especially if the data available is difficult to understand. Therefore we are conducting interviews with our list owners to generate some useful information to aid your decision making when choosing direct marketing lists.

In this week’s insightful interview we are providing you with valuable information regarding the databases we hold at MarketingFile from list owner, Oscar Research.

We have caught up with Oscar Research’s Head of Business Development, Adam Parker to find out what makes them ‘public sector data specialists’ and why their data could make your direct marketing successful.

Let’s introduce Adam Parker…

Adam has a wealth of knowledge from working in the data industry for over 6 years; he has been described by his clients as ‘efficient, trustworthy & the go-to-guy for public sector data and advice’.

Who are Oscar Research?

Oscar Research are the UK Public Sector database specialists. They research and provide the largest, and most accurate, database of Government and Public Sector contacts and organisations in the UK. They are an organisation that can be relied upon for accuracy, knowledge, integrity and value.

Let’s find out how their databases could help you find new customers… MF (MarketingFile) AP (Adam Parker)

MF: What sets Oscar Research aside from other Public Sector data providers?

AP: Our aim is simple, to share our Public Sector knowledge by providing accurate, effective and efficient databases. We also strive to share our information and research with the Public Sector in order to promote an open exchange of data and to give something back for the on-going help and support we receive.

The Oscar database is the basis for a range of lists, products, consultancy and bespoke services that we provide to a wide and diverse set of clients from small specialist suppliers to the largest Government departments. We are proud of our company, our service and the reputation and relationships that have been built over the past 25 years.

MF: How is the Public Sector data you supply collected?

AP: The database is updated on a continuous cycle by our own team of 18 full time researchers – the average record age is just under 4 months.

• Contacts are telephoned and details updated either directly or departmentally.

• Annually organisations are sent the details we hold on them for re-verification of contacts/organisational structure and to provide any requested/additional demographic information.

• Appropriate press and web sources are monitored to alert us to changes/prompt additional research outside the usual update cycle.

• We also benefit from many of our more regular clients feeding back information/updates/imminent changes as a result of their own interaction with the database.

• We are also pleased to have the support and co-operation of a number of Local Authorities, Government departments, Executive Agencies and Universities who are customers and also kindly provide us with the details of contact and organisation changes.

MF: What are the unique selling points/benefits of purchasing Oscar Research databases?

AP: The level of expertise provided and the quality of our data is second to none. This ensures that the best campaigns are always constructed and the quality of data collections remains high.

MF: Can you tell us more about your Care Homes database?

20,775 contacts | 19, 881 organisations | 17,041 email addresses

AP: Over 96% of records carry individual named managers and where possible we also identify the names of the home owners; 94% of these are at the home itself and 6% at a separate address. In some instances where homes are run by the same person and are clearly in close proximity to each other we have aggregated the number of beds and used the address of the larger or largest home. The average size of a home is approximately 20 beds and whilst only 10% have more than 50 beds there are almost 3,000 homes with five or fewer beds. These usually provide very specific types of care, including provision for Care in the Community and, if privately owned, should not normally be regarded as commercial undertakings.

MF: Can you tell us more about your Central Government & MP’s database?

10,620 contacts | 1,551 organisations | 6,965 email addresses

AP: The Central Government database covers contacts across the main departments of Government (such as Defence, Health and the Cabinet Office), their respective sponsored Executive Agencies (such as the Environment Agency and Companies House), other Public Offices and a wide range of other national Non-Departmental Public Bodies (NDPBs), also commonly known as QUANGOS.

With the exception of the QUANGOS’s, the contacts listed with the Central Government database are Civil Servants. They implement the policies determined by elected Members of Parliament and feed-back information and advice. The total workforce represents approximately 10% of the workforce within the Public Sector.

MF: Can you tell us more about your Further & Higher Education database?

14,392 contacts | 689 organisations | 12,470 email addresses

AP: Our dataset covers the administrative and managerial staff of all these establishments throughout the UK; University Vice Chancellors, College Principles, Senior and Mid-Level Management contacts, plus many Heads of Faculties and Departments are included. Job titles vary widely so you can categorise individuals by job function to identify responsibilities covering everything from Student Unions to Finance & IT.

MF: Can you tell us more about your Housing Association database?

9,078 contacts | 1,962 organisations | 3,694 email addresses

AP: Following large transfers of Social Housing stock from the Public Sector over the past 15 years, Housing Associations are now the major provider of social housing in the UK. Housing Associations are often managed in complex groups, with parent and subsidiaries organisations, some sharing their corporate management. Where there is a shared management team across a group, we list these contacts at the group organisation and not against each subsidiary, in order to avoid duplication. One person at each Association is identified as the ‘Chief Officer’ and in larger organisations will normally be the Chief Executive or Director. In smaller Associations, it may be the Secretary or occasionally the Chairman, as requested by each organisation.

MF: Can you tell me more about your Local Government database?

51,728 contacts | 670 organisations | 47,660 email addresses

AP: The Local Government database covers all Councillors, Senior and Mid-Level Management Officers and key lower level functional contacts across all UK Councils/Local Authorities. This database also covers Police and Fire Authorities/Forces/Services, plus Parks/Transport and Passenger Authorities. The database is extensively categorised by organisation type/level of management and has nearly 600 functional categories for both Officers and Councillors. The number of contacts and depth of information is constantly being expanded with new functions and statutory positions. Department names and numbers of employees are also a recent addition to the database.

You can find these public sector databases and many others at MarketingFile and they are supplied with a special 100% Delivery Guaranteed offer. No matter how good a list is, it’s inevitable that some of your marketing campaign won’t be delivered. Therefore this guarantee refunds hard bounces or goneaways and pays the postage or broadcast cost on top.


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