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1. Introduction

The importance of data quality in the development of Go-To-Market (GTM) strategies.

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In a highly competitive business environment, data accuracy and relevance are essential for developing effective Go-To-Market (GTM) strategies. Quality data makes it possible to identify the most promising market segments, to adapt offers to the specific needs of customers and to optimize distribution channels.

Neglecting data quality can lead to significant financial losses. According to Gartner, poor data quality costs on average $12.9 million per year to businesses. (source OPENDATASOFT.COM)

The importance of data quality in field prospecting, by e-mail and by telephone.

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For sales teams, having reliable data is crucial to maximizing the effectiveness of prospecting. Accurate lead information helps personalize messages, increase conversion rates, and reduce time spent on unqualified contacts. However, 40% of lead data is wrong, incomplete, or duplicate, which can hinder the effectiveness of prospecting campaigns. (Source) GOALAND.COM)

This poor data quality can lead to lost productivity and reduced revenue. Businesses can lose between 15% and 25% of their revenue due to poor data. (Source: CAPGEMINI.COM)

In addition, high turnover within sales teams can be linked to poor data quality. Unfortunately or incomplete data can lead to increased frustration among salespeople, affecting their motivation and performance. According to a study, 53% of salespeople believe that the interest of the position is paramount, and poor data can reduce this interest, leading to higher turnover. (Source) BLOG.HUBSPOT.FR)

Investing in data quality is therefore essential to maintain and increase the company's turnover, while limiting the turnover of sales teams.

2. Presentation of the two solutions to be compared: Lebot.in and StoreLeads

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Introducing StoreLeads:

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StoreLeads is a platform specialized in providing data on online stores. It offers detailed information on more than 12 million domains across 303 different e-commerce platforms. Data is updated on a weekly basis. Key use cases include lead generation, data enrichment, market research, and obtaining alternative data for investments.

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Lebot.in overview:

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Lebot.in is a French solution dedicated to the identification and analysis of French e-retailers. The platform offers access to a database of 4 million domains. The data is updated daily, which guarantees the freshness and relevance of the information. Lebot.in offers more than 200 segmentation criteria to help companies precisely target their prospects, anticipate market developments, monitor competition and enhance their customer base.

3. Characteristics of the data set studied

The study focuses on a data extract obtained via StoreLeads in early January 2025. The selection criteria were as follows:

  • Location: France
  • E-commerce platform: Shopify

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4. Study protocol

homme portant un polo gris à côté d’un tableau effaçable à sec

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Data analysis was carried out using the following steps:

a. Server response test: Checking the availability of sites by analyzing HTTP response codes.

b. Exclusion of maintenance pages: Elimination of sites displaying maintenance pages to keep only operational sites.

c. Legal notice study: In France, legislation requires websites to provide precise legal notices, making it possible to clearly identify the publisher of the site. This obligation, defined by the law for confidence in the digital economy of 21 June 2004, aims to ensure transparency and the trust of users. The required information includes the identity of the publisher, contact details, and details about the site's host. (Source: economie.gouv.fr)

Failure to comply with this obligation exposes site managers to severe criminal sanctions. Penalties can range up to one year in prison and a fine of €75,000 for natural persons, and up to €375,000 in fines for legal persons. (Source: bpifrance-creation.fr)

Thus, when studying legal information, it is essential to verify the presence and conformity of this mandatory information. This approach makes it possible not only to identify companies registered in France, but also to ensure the legitimacy of operators.

D. Reconciliation of domains with company SIREN numbers: Use of the French business directory database (business-directory.data.gouv.fr) to associate each domain with an active company.

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5. Benchmark results

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The results of the analysis are as follows:

Initial data and deduplication:

  • StoreLeads initial base: 96,000 domains (filtered for France).
  • After deduplication: 85,425 domains (i.e. 100% of our work base).

Checking the availability of the sites:

  • 60,408 domains correspond to the server (displaying either an operational site or a 403 code), which represents approximately 70.8% of the deduplicated base.

Validation of the presence of a French company:

  • 27,176 domains mention, in their general terms of use, information about a company registered in France (~ 31.8% of the database).
  • 18,399 domains corresponds to a company active in France. This represents approximately 21.5% of the total base, or 30.4% of the responding sites.

6. In a nutshell

This comparative study highlights the crucial importance of data quality for Go-To-Market strategies and prospecting actions. Although StoreLeads offers an extensive and regularly updated database, the analysis reveals that only 21.5% of the fields studied corresponds to companies active in France. This situation highlights the need for marketing and sales professionals to rely on accurate and contextualized data sources, such as those offered by Lebot.in, to optimize their commercial efforts and ensure legal compliance.

Dealing with a large volume of erroneous data incurs significant costs for businesses. Prospecting campaigns based on outdated or incorrect contact details can be costly and ineffective, requiring unnecessary human and financial resources. This poor data quality can also skew market perception, leading to erroneous estimates of the total addressable market (TAM) and the setting of inappropriate goals.

Therefore, it is critical for businesses to invest in reliable data solutions. The Lebot.in teams are at your disposal to provide you with data adapted to your needs (region, technologies, business size,...)

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