Data drives marketing. Connecting with customers and creating a personalized experience depends upon quality data. According to the Direct Marketing Association’s 2016 Statistical Fact Book, spending in the US on collecting, purchasing, and managing data in 2015 totaled $11.6 billion, and 40% of all data used for marketing purposes was purchased from third party list vendors. This 40% equates to billions of dollars in list purchases. With so much money being spent on data supplied by third party vendors, Marketers need to understand what they are getting for the money, especially regarding email lists.