B2B direct marketing has long been thought to have lagged behind consumer marketing, because of the lack of technology that classifies businesses geographically.
The Geodemographic Industrial Classification system claims to be the UK's first such product and has been developed by database marketing services consultancy Information Arts.
Simon Lawrence, joint managing director of Information Arts, said: "B2B direct marketing is widely recognised for its poor levels of data accuracy and targeting and, to be fair, it is often because the availability of classification products is next to none, especially when compared with the business-to-consumer market."
The system is based on the same principle as the consumer classification technology and was developed in response to the lack of accuracy and knowledge available when targeting businesses.
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