Outside List Optimization

5. Another application is to overlay compiled data on a direct response file. Let’s assume, for example, that you’re a cataloger who markets supplies to churches. You can use data from a company such as R. L. Polk, which has a “bible devotional” element, that has been integrated with catalog RFM (recency, frequency and monetary) to craft a relevant model. Using third-party data such as this can help to expand the universe of names available for prospecting.