Co-op Databases
Alchemy? Salvation? Or are catalogs simply sitting around in each other’s bath water?
The Abacus system works like this:
• If you are a cataloger and wish to join the syndicate, you agree to send your database and transactional information to Abacus.
• Each month you send updates and new transactions.
• Abacus performs electronic alchemy on your database, comparing your customers with all the others in the giant cooperative database. Your customers are profiled, modeled and scored in terms of demographics, behavior patterns, purchasing history and seasonality of action (if relevant).
- 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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