Catalogers are Turning to the Co-op Databases for Prospecting

I-Behavior and Prefer Network both model on the SKU level, and for niche mailers this has been a critical element to making these databases work, although they have fewer members, says Belardi. The difference with SKU-level data, says Wunderman: If a buyer purchases children's home furnishings from a gift catalog, it will differentiate that purchaser from a typical gift buyer.