Co-op Databases
Alchemy? Salvation? Or are catalogs simply sitting around in each other’s bath water?
Database consultant Arthur Hughes points out the huge leverage of co-op databases is realized because of the vast amounts of response data. These are confirmed mail-order buyers with complete information about what they bought, when they bought it and how much they paid. Targeting can be far more precise than with loosey-goosey compilations and self-reported data used as overlays.
- 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.
Related Content
Comments
