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In close voting, the judges chose DLG for the positive impact it has made on the data sales market over the last year. With recent refinancing following a successful MBO in 2006, the company has undergone a radical transformation and is on an aggressive growth and acquisition path.

 

In the last 12 months, the company grew its database by 31% prior to the acquisition of Wegener DM, which increased its data asset by 120%.

 

It has added content management to its existing portfolio of data collection websites

and online surveys with the acquisition this year of 43 plc.

 

With a market share increase of 131%, the volume of names traded by DLG grew to 599 million, while year-on-year revenue and profit both rose by over one third. At the same time, costs have been reduced with a move towards non-paper based data collection

 

The business has restructured around data, digital and dialogue as its core propositions. In data, it has created the Consumer marketing information hub which offers the largest source of multi-channel data in the UK.

 

As well as its own collection programmes, DLG has partnered with major online and offline brands to collect lifestyle, transactional, trigger and behavioural information. It is also supporting the convergence of advertising platforms with its Audience Relationship Management initiative.

 

With a portfolio of competition and prize draw-led data collection websites, DLG has also moved into fully-managed Web content. The launch of DLG Mobile has put one of the largest sources of mobile data onto the market with 9.6 million numbers.

It also has a strategic partnership with Friends Reunited to put its opted-in email database on the market.

 

Dialogue involves generating bespoke, exclusive, realtime sales leads through qualified, sponsored questions. As part of this, hot-key transfer of leads can link a consumer directly to the client's own sales teams for lead conversion.

DLG has made no secret of its desire to become the largest provider of lifestyle data in the UK by overtaking its two major rivals. The judges felt that the last two months have given it real impetus towards achieving this goal.