State of the Co-ops ’08

So NextAction is recommending its clients cut back on their circ by 30 percent to 50 percent. The co-op’s mail file optimization product, NextOp, launched this past May, is designed to help mailers determine which names to cut. NextOp leverages NextAction’s analytics engine, Multi-Pass Profilin — which doesn’t use regression analysis, but is derived from likelihood modeling. It contains NextAction’s database of SKU-level consumer purchasing behavior to identify and suppress a large universe of unprofitable names from a mail campaign.