State of the Co-ops ’08

Like other co-ops that recognize the value of segmenting their data, I-Behavior tracks order channel in its database. “We’re able to identify for different clients whether they’re better off going after multichannel buyers, or truly offline buyers who respond only to postal mail and direct marketing promotions, or those who respond to heavily promotional e-mail campaigns and banner ads,” Johnson says. This segmentation allows I-Behavior to build models that drive traffic to specific channels.