How to Get the Most From Cooperative Databases

Some co-ops can base models on variables created from SKU-level data — a real advantage that’s reflected in the revenue realized per catalog mailed. Each co-op starts its model from a different database structure, resulting in unique variables to study. And each co-op creates its models using different methodologies. So while there’s a significant overlap of names through co-ops, the modeling techniques they use can select different individuals for mailing. One co-op may identify good prospect names that another co-op missed. The objective in working with multiple co-ops is to find those hidden prospects.