How to Get the Most From Cooperative Databases

• Enhanced data overlays. External data can enhance results with co-op databases. For example, one co-op offers attitudinal segmentation through its partnership with Yankelovich and its MindBase segmentation system. This unique partnership allows its members to link behavioral targeting with the underlying attitudes and motivations driving purchase behavior. Results to date show this extra dimension offers significant potential in opening new co-op universes for catalogers, as shown in the chart Yankelovich Model I-Behavior Test. In the test, the use of the Yankelovich model for this food mailer significantly increased the response rate and RPC. This enhanced data overlap model has proven to be more effective with niche offers. (Results will vary, which is why testing is critical.)
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