Co-op Databases
Alchemy? Salvation? Or are catalogs simply sitting around in each other’s bath water?
With its Zero24 co-op database, Experian is offering an equivalent to the Abacus Optimization Service called DT-ABC, which includes credit information and identifies both great prospects and those who should be suppressed.
Advantage for Tony White
White, of course, is some kind of genius. As one list expert points out, he has persuaded 1,100 catalogers to give him all their data for free and then is selling it back to them an unlimited number of times which means the scheme must be wonderfully profitable.
- 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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