Lists: Ten Things to Consider About Consumer Prospect Databases

Some marketers have ceased doing list exchanges. “They’re saying it’s too hard to figure out in the prospect database environment,” she said. “They’re kind of playing hardball in some regards.”

What’s more, in some businesses (eg: the catalog business) with a lot of multi-titled and multibranded companies, the lists are part of corporate-wide systems and not single business units.”It’s maybe five business units coming together,” she pointed out. “One brand may use 100 lists, another may use 40. And maybe 10 of those lists overlap. So to get cross-brand circulation and what’s required to be profitable and healthy, it’s a pretty daunting thing. You’re taking it outside of just brand negotiation and starting to do it with multi brands across the corporation.”