Co-op Databases

Catalog consultant Jack Schmid finds the Abacus model works well only if a participant pushes Tony White’s alchemists to the limit.

You can’t settle for the simple Abacus Synergy model. You have to spend time and work them hard. I was working with a gardening cataloger whose prospecting was a shambles. Their database guy in Chicago was working with Abacus for two years to fine-tune their modeling. I saw the results of a prospect mailing to over a million names that broke a buck a book, and I knew they were on to something.