Co-op Databases
Alchemy? Salvation? Or are catalogs simply sitting around in each other’s bath water?
White admits that in the early days all the catalogers were chasing multi-buyers, whereupon they were “hitting a wall in terms of universes we could supply,” since they were mailing the same number of names every time.
Now, with far more sophisticated modeling, Abacus looks not only for multi-buyers but relatively light buyers who have made precisely the right purchases based on various profiles and models.
- Companies:
- Abacus
- Mal Dunn Associates
- McIntyre Direct
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
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