Catalog Co-ops Come of Age

• Don’t second-guess the data. Wunderman says sometimes a co-op’s modeling yields results that catalog clients just don’t expect. “It can be tempting for a cataloger to say, ‘This isn’t what we know to be true about our customers. We don’t think this is right.’ But that’s the exciting part of this process,” she continues. “The data can reveal hidden opportunities for marketing. [Catalogers] have to give us an opportunity to prove it out. I say, ‘Let us test it, and see where it leads.’”