Choosing the right marketing data partner can affect audience quality, campaign efficiency, and the amount of preparation required before activation. DataPartners builds custom, campaign-ready data solutions around specific marketing objectives, while Porch Group Media, now PGM Solutions, focuses heavily on homeowner and mover audiences, and Welcome Wagon operates a turnkey new mover marketing program.
These different models serve different needs. Understanding how they approach audience development, mover timing, geographic targeting, and campaign execution can help marketers determine which model fits their requirements.
Key Takeaways
- Campaign-specific audience development is central to DataPartners’ consultative approach, allowing targeting and preparation to be shaped around the requirements of each engagement.
- Mover marketing strategies can use PreMover and Move Alert for different goals, with PreMover supporting earlier acquisition outreach and Move Alert identifying existing customers’ upcoming moves an average of 30 days in advance.
- For complex service areas, DataPartners supports broadband targeting around serviceability, market boundaries, subscriber needs, and household-level geography.
- In-house processing can reduce the client-side work required for cleaning, matching, deduplication, enrichment, segmentation, and file preparation.
- Multi-channel preparation allows audiences to be organized for direct mail, email, social onboarding, CRM systems, and other campaign workflows.
- Compared with platform-led or turnkey program models, DataPartners emphasizes custom audience development, campaign-specific processing, and consultative delivery.
Marketing Data Provider Options
DataPartners
DataPartners operates as a custom marketing data partner focused on building campaign-ready solutions around specific business objectives.
Instead of starting with a fixed database and asking marketers to work backward from available filters, DataPartners begins with the campaign goal, target market, geographic requirements, available customer information, and intended activation method.
Its capabilities include custom audience development, mover data, data hygiene, matching and appending, enrichment, geographic targeting, and preparation for direct mail and digital activation.
Porch Group Media
Porch Group Media, currently presented under the PGM Solutions brand, operates as a marketing data and audience intelligence provider covering consumer, household, property, automotive, mover, and behavioral data.
Its People Factors offering provides consumer and household audience insights, while Home Factors delivers property and household data for marketing and audience development. The product portfolio also includes automotive and mover-related audience solutions.
Welcome Wagon
Welcome Wagon provides new mover marketing through direct mail and digital programs across markets nationwide.
Its Gift Book model provides category exclusivity, meaning participating local businesses are generally not placed alongside another local company from the same industry within the program. Welcome Wagon follows a turnkey program model that can include creative, print, mailing, and digital execution.
These providers address marketing data and mover marketing through different models. DataPartners focuses on custom, campaign-ready data solutions, while the other approaches center more heavily on established audience products or managed marketing programs.
DataPartners: Custom Solutions
Campaign-First Methodology
DataPartners operates on a fundamentally different philosophy from standardized data products and turnkey programs. Founded in 2002, the company has 224 combined years of team experience and positions itself as a boutique marketing data partner that starts with the campaign objective before recommending data solutions.
The distinction matters for practical reasons. Many data-buying processes begin with an existing database and require marketers to filter it down to a usable list. DataPartners reverses this process by first understanding:
- Your specific business goal or campaign objective
- The target market, segment, geography, or customer gap
- The appropriate data products, attributes, and sources
- The required processing, cleaning, layering, matching, or appending
- The final data format your team can ingest and activate
This campaign-first methodology can be especially valuable for broadband and telecom companies that need data organized around serviceability requirements rather than standard geographic filters.
A utility or broadband company’s actual service territory, for example, may not align neatly with ZIP code boundaries. Custom audience development can therefore provide a closer match between campaign targeting and the locations a business can actually serve.
In-House Data Processing
DataPartners maintains in-house data processing capabilities rather than simply delivering unprocessed records.
These capabilities include:
- Address standardization and deliverability analysis
- Deduplication across multiple data sources
- Match and append processing for incomplete records
- Custom formatting for CRM, marketing platform, or analytics ingestion
- Data enrichment with relevant demographic, lifestyle, or geographic attributes
For direct mail campaigns, this processing can reduce the internal work required to turn raw records into campaign-ready audience data.
DataPartners New Mover Marketing Solutions
New mover marketing represents a high-value opportunity because moving households often reconsider service providers and make purchases connected with their new homes.
Complete Mover Data Portfolio
DataPartners offers mover data solutions that extend beyond basic new mover lists:
- New Movers: Identifies households that have recently relocated during an important buying window
- PreMovers: Identifies households earlier in the moving cycle to support outreach before relocation
- Move Alert™: Monitors existing customer files for upcoming moves and can identify subscribers’ moves an average of 30 days in advance
- First-Time Homeowners: Targets households with potential purchasing needs associated with buying a first home
- Customized Move Event Data: Builds mover segments around category, timing, geography, and campaign requirements
- Vacancy Monitoring: Helps identify vacant properties and occupancy changes to reduce wasted marketing spend
The distinction between PreMover and Move Alert™ is important.
PreMover data is designed to help acquisition marketers identify households before a move takes place, allowing outreach earlier in the decision cycle.
Move Alert™, meanwhile, is designed primarily for customer retention. According to the U.S. Census Bureau, 11.8% of the U.S. population moved to a different residence in 2024, highlighting the size of the audience affected by relocation each year.
While traditional mover marketing commonly relies on change-of-address and other post-move information, DataPartners identifies qualifying households up to 30 days before traditional change-of-address filing.
Data Ownership vs Program Participation
Welcome Wagon’s Gift Book model reaches new movers within a program-defined framework.
DataPartners instead provides the underlying data that marketers can incorporate into their own campaigns and systems.
This structure gives marketing teams greater control over messaging, creative, audience activation, campaign timing, and channel strategy rather than requiring those elements to remain within a shared program format.
DataPartners Direct Mail Data and Campaign ROI
The search for the cheapest direct mail data can lead to false economies. Generic mailing lists may carry lower initial costs but can create additional waste through undeliverable addresses, mismatched targeting, duplicate records, and poor audience fit.
Hidden Costs of Generic Lists
When evaluating data costs, total campaign economics matter more than per-record pricing:
- Undeliverable mail: Invalid or outdated addresses waste printing, postage, and handling costs
- Wrong household targeting: Records that match broad geographic filters but miss actual buyer criteria can reduce campaign efficiency
- Duplicate contacts: Multiple records for the same household can increase costs without adding meaningful reach
- Missing enrichment: Basic contact records may require additional processing before meaningful segmentation is possible
Data quality is particularly important in physical mail because every incorrect record can carry printing and postage costs.
The USPS Move Update standard also highlights the importance of keeping mailing addresses current by using approved methods to update records against change-of-address information.
DataPartners’ direct mail research reports open rates of 80–90% for direct mail compared with 20–30% for email, reinforcing why audience and address quality matter on a high-attention channel.
Campaign-Ready Data Economics
DataPartners’ data hygiene services address many of these hidden costs through processes such as deliverability analysis, address cleansing, deduplication, matching, and data enhancement.
The goal is to provide a cleaner, more usable audience before campaign deployment rather than leaving marketing teams to identify and correct every data issue internally.
DataPartners Multi-Channel Audience Activation
Modern customer acquisition strategies extend beyond single-channel campaigns. DataPartners supports coordinated audience activation across direct mail, email, social media, and internal systems.
Consistent Cross-Channel Targeting
DataPartners prepares audience data for multiple activation channels:
- Direct Mail Audiences: Campaign-ready mailing files built around geography, household traits, mover status, and customer gaps
- Email Data: Supports email prospecting and customer outreach where appropriate for the campaign
- Social Onboarding: Prepares audience data for platforms such as Meta and LinkedIn that support custom audiences
- CRM Integration: Formats data for ingestion into internal systems, marketing platforms, and analytics tools
This multi-channel support can help reduce discrepancies when the same audience definition needs to power campaigns across different channels.
Rather than reconciling separate data sources with different record counts and attribute definitions, marketers can work from a more consistent audience built around their campaign specifications.
DataPartners for Agencies and Local Campaigns
Marketing agencies managing multiple client accounts and businesses targeting specific service areas can benefit from a consultative data model.
DataPartners helps agencies translate client goals into prospect audiences across verticals without requiring the agency to maintain every specialized data-processing capability internally.
For agencies:
- Audience building: Translates client briefs into actionable data specifications
- Data appends: Enhances client files with additional information
- Email and social support: Prepares data for additional activation channels
- Data exploration: Helps identify audience opportunities based on campaign requirements
- Custom processing: Prepares files for client-specific systems and platforms
For local businesses and retailers:
- Retail customer acquisition data: Helps identify prospective shoppers within defined trade areas
- Geographic market definitions: Can reflect actual store or service footprints rather than only broad boundaries
- Mover data: Helps identify households that may need new local products or services
- Customer-file enrichment: Adds demographic, geographic, or lifestyle information for segmentation
The consultative relationship means businesses work with data specialists who can help translate campaign objectives into audience requirements.
DataPartners Custom Audience Development
The difference between a generic list and campaign-ready data can determine whether marketing teams spend significant time processing records or can move more quickly toward campaign activation.
Generic lists may require:
- Internal cleaning and standardization
- Manual deduplication across multiple sources
- Custom formatting for activation channels
- Additional enrichment for segmentation
- Quality validation before campaign deployment
Campaign-ready data can include:
- Address validation and deliverability analysis
- Deduplication across sources used in the audience build
- Formatting matched to specific systems
- Enrichment attributes relevant to campaign goals
- Custom processing based on audience requirements
DataPartners reports having created 98 custom processes for unique client needs, reflecting the reality that standardized approaches do not always fit complex marketing requirements.
This customization capability is central to DataPartners’ positioning as a data partner rather than simply a source of lists.
Why Choose DataPartners for Custom Mover Campaigns
DataPartners delivers the most value for organizations with specific requirements that cannot be addressed effectively through generic list pulls or fixed campaign structures.
A strong fit can include:
- Custom geographic markets beyond standard ZIP codes
- Campaign-ready data with processing included in the engagement
- Consultative support for complex audience requirements
- Service territory targeting for utilities, broadband, and retail trade areas
- PreMover data for earlier acquisition outreach
- Move Alert™ monitoring for proactive customer retention
- Greater data control for campaign and system integration
- Multi-channel consistency across direct mail, email, social, and internal systems
DataPartners’ current comparison materials describe its typical high-volume customers as organizations spending roughly $50,000 to $100,000 or more annually on data, often with requirements ranging from hundreds of thousands to several million consumer or business records.
For home services companies, insurance marketers, broadband providers, retailers, utilities, and agencies managing complex client portfolios, the combination of boutique expertise and large-scale data capabilities can address campaign requirements that standardized approaches may not accommodate.
Frequently Asked Questions
How does DataPartners’ approach to new mover data differ from other providers?
DataPartners builds custom mover audiences around specific campaign timing, geography, and product requirements rather than relying only on standardized mover segments. Its PreMover solution identifies households earlier in the move cycle for prospecting, while Move Alert™ monitors existing customer files and can identify upcoming moves an average of 30 days in advance to support retention campaigns. This allows marketers to use mover intelligence for both customer acquisition and customer retention.
Can DataPartners help with direct mail and digital marketing channels?
Yes. DataPartners prepares audience data for activation across direct mail, email, social media platforms such as Meta and LinkedIn, and internal CRM systems. Multi-channel audience preparation can help maintain consistent targeting definitions when the same audience needs to be activated across different campaign touchpoints.
Is DataPartners suitable for small businesses looking for affordable direct mail options?
DataPartners is primarily positioned for organizations with higher-volume or more complex data requirements rather than businesses seeking only a small, basic mailing list. Its current comparison materials describe typical customers as organizations spending roughly $50,000 to $100,000 or more annually on data and needing hundreds of thousands to several million records. Businesses that have outgrown basic list purchases and need custom targeting, processing, enrichment, or campaign-ready data may be better aligned with the consultative model.
What industries benefit from custom data solutions?
DataPartners works across industries where campaign performance depends on geographic precision, mover timing, audience attributes, or customer-file enhancement. Key verticals include broadband and telecom, marketing agencies, retail, B2B marketing, utilities, home services, insurance, and other organizations with complex customer-acquisition or retention requirements.
How does DataPartners support data quality?
DataPartners maintains in-house processing capabilities that include address standardization, deliverability analysis, deduplication, matching, appending, enrichment, and custom data preparation. Rather than simply delivering an unprocessed export, DataPartners can prepare files around specific campaign and activation requirements. This approach helps reduce wasted spend associated with inaccurate, duplicate, incomplete, or poorly targeted records.